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4.2 Identify your promotional message |
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A strong promotional message is vital in the promotion of fruit and
vegetables. Consumers are bombarded by promotional messages on a daily
basis and to compete within this market it is important that one finds a
message which resonates well with the target group for which it is intended.
It is also beneficial to be supported by the nutrition criteria of a credible
national body or government department.
In short, you want to ensure you are positioning your message so that it is
memorable for your target group and distinguishes itself from other messages
which are in competition for your target group. The promotional message
development requires significant public/consumer information from a
formative evaluation process and can take up to two years depending on
resources and partnerships.
This research can be gathered by the following tactics:
- Partnership/stakeholder interviews
- Assessment of the cultural aspects
- Focus groups
- On-line surveys
- Face to face interviews with the targeted demographic
- Consumer research
Conducting the formative evaluation can also help you understand the
consumer barriers to consumption and the trigger to consumption, which are
a fundamental part of structuring your message. As an example, you may find
that cost, convenience, ease and taste are barriers to the consumption of fruit
and vegetables. This could be addressed by the triggers of recognizing the
benefits of eating fruit and vegetables, the high number of varieties of
products to choose from and tips on use. Once this information is gathered
you will be in a position to develop the brand or message architecture.
Examples of this can be seen in the More Matter brand pyramid (US based
promotional program) below. The brand positioning is supported by core
elements which support the message.
Click the image to enlarge. The program icon is also a core component of delivering your message and
brand. As an example, if literacy is an issue for those within your targeted
demographic or if you have multiple languages within your target group then
a non text-based icon may support your overall message and meet your
needs rather than a text based icon. In addition, the vehicles used to convey
your message will also be determined by this format and messaging.
Overall, successful messages have been those that are simple, direct and
action oriented. Many programs currently in the global marketplace are
numeric based, directing the public to eat a certain number of vegetables and
fruit. Examples of this type of messaging include: 5 a day, 6 a day and 5 to
10 a day for better health! Newer programs and re-launched programs have
moved to a non-numeric icon and core message which supports an approach
which allows for flexibility and action oriented icons. Messages such as More
Matters (USA) or MY Fruit and Veggies (Canada) are examples of re-launched
programs.
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