WATSONVILLE, CA – In the last 12 months, California Giant Berry Farms has seen a 380% boost in consumer participation from the year before. Why? Because of building its database of loyalists through utilizing all its online social media tools.
Despite being just two months in, California Giant has already topped off with two promotions. Earlier this month, the company featured a Valentine promotion offering chocolate dipped berries as prizes that resulted in over 67,000 entries. Of those, the company said new followers and additional connections were made in its database, all for a home delivery of a box of dipped California Giant berries.
California Giant also partnered on a second promotion, centered on vegan recipes, leading to great success due born of a partnership with a popular bloggers and other produce company partners that featured several recipes with California Giant berries and branded products in an e-book.
“The year has just begun and we are excited about the lineup we have planned for our shoppers looking for California Giant berries,” Cindy Jewell, VP of Marketing, said in a press release. “Even more exciting is the partnerships we are participating in to really provide value to the consumer and ultimately increase sales of our brand of berries at retail.”
The company calls its “recipe for success” a mixture of the following:
- Offering solutions in the kitchen
- Complimentary product partnerships
- Easy-to-download offers filled with information consumers value
Improvements in software has also helped boost this success, helping communicate relevant topics to consumers individually.
According to California Giant, each of the over 70,000 contacts in its website database is a frequent shopper of the brand and a frequent visitor to the blog, website, and social channels. Combined with more than 250,000 following its social channels, California Giant says it presents the opportunity for increased daily touchpoints, conversation, and, ultimately, relationships and loyalty.
The company has a new promotion launching with several partners just in time for Spring, a week before Easter this year.
