Agriculture Reference
In-Depth Information
Coupons can be used by culinary tour operators in a similar way to the
way they are used in general retailing and business. The consumer is familiar
with using coupons and they are a major marketing tool.
Coupons come in different channels, they are:
1.
Online coupons: delivered to the consumer via Twitter, Facebook, webpage
etc. The consumer receives them on their smartphone and brings their phone
to the establishment to redeem the coupon.
2.
FSI: Free Standing Inserts. These are booklets of coupons often found in
American newspapers at the weekend.
3.
ROP: newspaper Run Of Press. These are coupons that are placed in the
newspaper, often in the advertisement, and the consumer cuts them out.
4.
Direct mail coupons: come to the consumer directly in the mail from the
provider via their database.
5.
Merchandise distributed coupons: these are ideal for food tourism. The
consumer purchases a product and the agent then offers the consumer a
coupon to use on their next visit. These can also be used where a group of
food tourism ventures network and offer a voucher to the next venue on a
food trail.
Contests
The food industry is an ideal sector to engage the consumer using contests.
Contests can be developed with a local school, tourists, via Facebook or the
Internet.
The great thing about contests is that they engage consumers and can be
entertaining. They can also help you obtain further marketing exposure for
your business.
The wonderful thing about the product we are involved in is that every
produce has a story that can be developed into a marketing opportunity
using a contest that will get people talking.
Contest ideas could include:
•
Why are carrots orange? (Answer: due to a breeding programme devel-
oped by the Dutch celebrating the orange that is reflected in their na-
tional flag.) This could be followed up with carrot recipes to everyone
who enters;
•
What is the most hated children's fruit or vegetable in the UK? (Answer:
the avocado
11
- it is celery for adults in the UK.)
12
Follow up with recipes
on avocado that children would enjoy.
•
What fruit is claimed to help reduce jetlag? (Answer: cherries, as they
are rich in melatonin.) Again this could be followed up with cherry
recipes.
13
The list for contests is endless and your consumers will love to get
engaged.
