Consumer Marketing

Consumer PR & Marketing

Consumer PR & Marketing is a long-term investment designed to drive awareness of mangos and educate consumers about mangos, including how to choose, cut and use this versatile fruit. Vehicles include print media, broadcast media, influencers and online exposure.

Quarter 1: Jungle Book 

  • Jungle Book Sweepstakes hosted on Facebook and linked from our website
  • Distribute Mat Release to highlight simple Mangover snacks for families and promote Jungle Book sweepstakes 
  • Host Twitter contest for Jungle Book themed party ideas featuring the flavor of mangos 
  • Invite bloggers to host Jungle Book viewing parties for friends and family featuring delicious Mangover snacks 
  • Print and online media outreach for kid-friendly Mangover snacks and recipes 
  • Recipe development and photography of three Mangover snacks - assets to be used for media outreach 
  • Create and share engaging infographics to teach consumers & media about mango varieties, availability, ripening and more 
  • Ongoing social media community management and Facebook ads 

Quarter 2: Mother's Day 

  • Clinton will work with his mom to share breakfast recipes, personal Mother’s Day stories and ideas to celebrate and makeover mom with national broadcast, print and online media
  • Media outreach with Mangover breakfast/brunch recipes and makeover tips from Clinton Kelly 
  • Develop series of videos with Clinton Kelly about mango selection and cutting - host on eHow.com for 66M impressions per video
  • Continue to build strong media relationships with desk side meetings 
  • seasonal messages and current events
  • Host Twitter recipe contest to choose moms’ favorite recipes tagged with #MangoverMamas
  • Recipe development, photography and video tutorials of three breakfast recipes from FoodChannel.com - assets to be used for media outreach and promoted on FoodChannel.com
  • Ongoing social media community management and Facebook ads 
  • Conduct a Google Survey to the general population to better understand who saw mango promotions and how it effected their purchasing

Quarter 3: Fourth of July

  • Clinton Kelly will work to provide Mangover recipes, ideas and tricks as an editorial contributor for national long-lead publication 
  • Offer exclusive print or online Fourth of July Mangover editorial partnership with spreads featuring recipes, décor and fashion curated by Clinton Kelly 
  • Media outreach with Mangover BBQ/picnic recipes and tips from Clinton Kelly 
  • Mango deliveries to local media, online media, short-lead, long-lead and celebs to capitalize on seasonal messages and current events 
  • Develop Mangover blogger recipe book and host book launch party at Blogher Food 
  • Partner with Grandparents.com to celebrate Grandparents Day allowing users to download a printable
  • Grandparents Day card and healthy eating activity sheet from the website 
  • Recipe development and photography of five Mangover BBQ recipes to be used for media outreach
  • Ongoing social media community management and Facebook ads 
  • Conduct a Google Survey to the general population to better understand who saw mango promotions and how it effected their purchasing 

Quarter 4: New Year's Eve

  • Clinton will share Mangover ideas for fashion and food to national broadcast, print and online media
  • Media outreach with Mangover appetizer/drink recipes and tips from Clinton Kelly 
  • Partner with Foodie (a new social channel) or Tasting Table (Mangover Launch event host) to provide Mangover ideas to consumers 
  • Recipe development, photography & video tutorials of four appetizer/drink recipes from FoodChannel.com - assets to be used for media outreach 
  • Ongoing social media community management and Facebook ads 
  • Target Facebook ads to people who like the NMB Facebook page and ask them up to 15 questions about NMB outreach and their purchase intent 

Consumer Research Qualitative Message Research

  • Research in 2014 will be designed to dive deep into messages, delivery mechanisms and program direction
  • In-market focus groups 3-mini groups in each of two cities

    • Up to 6 participants in each group
    • Food copy writer in back room to create new messages as the groups react
    • Testing verbiage, spokespeople, channels, program concepts
  • Generate strong core of messages and program direction

 

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