New websites, new educational videos for kids and a new sweepstakes contest highlight the 2010-11 marketing agenda for the Antigo-based Wisconsin Potato & Vegetable Growers Association.
Several years ago, the association spent significant effort revamping its website, said Tim Feit, director of promotions and consumer education.
Unfortunately, the fact that the site was targeted at the industry and consumers turned out to be confusing to many users, Feit said.
“We found it kind of muddled the message,” he said.
As a result, by October the association hopes to roll out two new sites, Feit said — one devoted to the industry, one to consumers. Helping in the development of the sites has been an association subcommittee composed of industry members, Feit said.
One of the highlights of the industry site will be downloadable retail point-of-purchase materials that can be customized to individual retailers’ and shippers’ needs, he said.
Individual shippers, for instance, can put their own logo on association point-of-purchase materials before downloading them for use in grocery store displays.
“This upcoming year we’re going to be doing a lot with point-of-purchase,” Feit said. “It’s a good way to drive up sales.”
Also by October, the association hopes to have finished production of educational videos that will be shown on TV in Wisconsin and distributed to Badger State schools, Feit said.
The videos, designed for kids 12 and younger, are being created by Madison-based Discover MediaWorks and will focus on how Wisconsin potatoes are grown.
DVDs of the show distributed to schools will come with discussion guides and lesson plans for teachers, Feit said.
The association once again will have its bike giveaway in 2011, but with a couple of big twists, Feit said.
In the past, the association has given away a custom-painted Harley Davidson motorcycle. In 2011, in what Feit characterizes as an “ode to the environment,” the association will give away five motorized scooters.
Also new, the contest this season will be expanded beyond its usual buyer base, Feit said. Consumers, buyers, shippers and grocery store managers all will be eligible to win, he said.
Shippers can enter by encouraging retailers to use point-of-purchase materials, and retailers can enter by installing those materials.
The contest is set to launch in September and winners will be picked sometime in 2011, Feit said.
In September the association will kick off its annual consumer recipe contest, which will have its own website, Feit said.
The contest is actually four contests in one, with categories, spread throughout the year, for the holidays, football bowl season, Easter and summer entertaining, Feit said.
New this year, the association will film winners making their recipes, then post the videos on its consumer website.