News (archive)
TexaSweet Tracks Trends...Plus Plenty More
-Agency-style structure fuels integrated program unveiled at PMA- Mission, TX - October 19, 2003 - TexaSweet has been busy putting the finishing touches on this season's programming with at least five major consumer trade and industry research projects; monthly direct-mail pieces; merchandising programs; trade brochures; plus, numerous special events pitching Texas produce ready to be rolled out. That this high level of production came from a team of only four staffers in the past few months is a feat in itself, credited to their new office structure and focus on "ROI marketing". The office began restructuring under this new philosophy early this summer and has been finalized this month with the new addition of Jerry Sanchez as Account Executive. Taking the lead from marketing agencies that provide integrated programs at varying levels, TexaSweet staff, lead by Executive Director Melinda Goodman, generated high output in record time " with a client-services attitude much like that of an ad agency", she explains. "After all, the Texas citrus industry is our client." Goodman adds that when there are several projects being planned and executed simultaneously or in series, "there is never the danger of putting all your eggs in one basket. A high-energy program like this generates excitement and has maximum impact, helping provide faster return-on-investment (ROI) to our growers and shippers." Goodman also credits her "expert network" - industry specialists consulting in different areas helping ensure professional results - for a program that could only be possible with a staff of at least double the size of TexaSweet and at greater salary levels. Highlights of the TexaSweet 2003-04 program to be launched at PMA include: * New TEXTRAX tracking system that reveals immediate "same-season" consumer behavior and reaction to Texas produce items and programs. Breakthrough ETHNIC STUDY addressing key Texas produce items, including consumer exit interviews with Hispanics and Asians to help retailers capture these segments. * Expanded BEST CUSTOMER PROFILE*S for retailers to maximize category sales, including regional U.S. and Canadian market spotlights. Enhanced BUYER'S GUIDE, the one-stop resource manual for retail produce executives that includes grids, schematics, and at-a-glance solutions. Extensive EDUCATIONAL DIRECT MAIL campaigns to chain headquarters and more than 10,000 store-level produce personnel. * Seven city WORKOUT IN THE PARK in partnership with SELF Magazine to promote Texas produce with targeted health and nutrition-minded consumers. TexaSweet Citrus Marketing Inc., chartered in 1962, represents the domestic marketing and promotional interests of growers and shippers of fresh Texas Grapefruit and Oranges.
October 19th, 2003