WENATCHEE, WA - Driving consumer interest is half the battle, and CMI Orchards has been employing a digital marketing strategy since 2019 to do exactly that. In its most recent campaign, also aimed at directly targeting apple consumers and driving retail sales, participating retailers saw a significant bump in their apple category sales.
“CMI Orchards is the first Washington shipper to leverage digital advertising campaigns of this magnitude,” explained Marketing Specialist Danelle Huber. “We’ve worked hard to develop and use this cutting-edge technology to promote our brands and increase foot traffic to stores, and we’re able to offer it to retail partners in an easy and accessible manner. They do not need to invest any time or effort to take advantage of this tool.”
Category sales dollars grew 14.8 percent over the previous year, a press release explained, with KIKU® and Kanzi® apples sales showing a 28 percent growth during the promotion period.
CMI Orchards worked alongside MNI Targeted Media to analyze data to clearly identify target consumers and associated buying behavior. Through the use of geotargeting, analytics, and research, CMI then executes digital campaigns that drive consumers to retail locations, whether in person or online, for apples, pears, and cherries. One recent campaign, CMI noted, resulted in 4,267 direct impressions to a grocery store’s website.
“CMI is really stepping out of the box and providing incredibly strong support to its growers and retailers with these digital tools. Once we were able to really identify key target audiences, we then narrowed in on their consumer behavior patterns. We use this data to build campaigns that deliver results,” explained Sabrina Baklenko, Account Executive, MNI Targeted Media.
In addition, CMI Orchards remarked that it is the only Washington apple shipper to work directly with Instacart to sell bagged product.
“We began partnering directly with Instacart just over a year ago. It has been interesting working with them and learning the ins and outs of their business. They’ve been extremely supportive of working through UPC barriers and have given us fantastic tools on how to grow in the digital and online sales sector. It’s a partnership we hope to continue to grow as we see online shopping continue to increase,” continued Huber.
Retailers who are interested in learning more are invited to a free 30-minute webinar hosted by CMI Orchards and MNI Targeted Media on December 2 at 11:30 a.m. PST.
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