POHMER ON…
It’s really a matter of prioritizing applying it to tags and pots, sleeves tion that explains it and puts some powerful. I equate it to a positive
the messages and fi nding out and signs, trucks and uniforms, web- meat to the simple message. Individ- form of Chinese water torture: You
which resonates best with the sites and newsletters, and maybe an ually, the message is very low inten- don’t feel the fi rst drop, but after
broadest audience. institutional banner in your ads. And sity (and very low cost), but when the multiple drops hit in the same spot,
Once we identify this message, there would also be an industry web- consumer sees it repeatedly through you really feel it!
growers and retailers voluntarily site that provides the detail behind all of the different delivery systems, In no way does a grassroots pro-
promote it to their customers by the message, a library of informa- the cumulative effect is extremely gram replace or compete with your
existing advertising to your cus-
tomers. It overlays onto your existing
company consumer messages.
It Can Be Done
There’s precedent for this kind
of low-cost, low-intensity grassroots
marketing. Remember the “Fall Is
for Planting” campaign that ANLA
created more than 20 years ago to
promote our “second season” for
sales? Though this campaign hasn’t
been actively promoted for many
years, the residual effect is still
there; consumers who were exposed
to it then still recall the message.
One key to the success of a grass-
roots campaign is wide adoption
by retailers in all channels and
growers/producers of all categories;
the more involvement and support
from the industry at large, the more
impressions communicated and
the faster we realize the cumulative
effect of our efforts.
This concept is in its infancy,
and there are still a lot of details to
work through, but I think we have
the germ of something that the
entire industry can get involved in,
with powerful potential. Stay tuned
for more information as this pro-
gram is more broadly discussed. If
you have any ideas or comments on
how to make this work, e-mail me at
spohmer@pohmer-consulting.com.
My dream isn’t just for me; it’s
a dream for our industry fi nally to
start working together to commu-
nicate and promote the incredible
benefi ts our products have for our
consumers’ lives.
Now could be the right time to
turn the dream into reality…
Stan Pohmer is president of
Pohmer Consulting Group in Min-
netonka, Minn. He can be reached at
spohmer@pohmer-consulting.com
or (952) 545-7943.
LearnMore!
For more information related
to this article, go to
www.lgrmag.com/lm.cfm/lg110905
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