Mobile Initiatives Add Value for Sunkist’s On-the-Go Shoppers
Vancouver, BC, October 12, 2010 – Sunkist Growers, Inc. (“Sunkist”) has kicked off its mobile marketing strategy in an effort to better connect with consumers and add value for busy shoppers. Sunkist is one of the first produce brands in North America to adopt mobile as a key consumer-focused marketing tool.
OneMediaGroup (“OMG”), in California, introduced Sunkist to the mobile arena and has helped to create a successful integrated marketing approach that seamlessly incorporates mobile into their current strategies. Sunkist is utilizing OMG’s mobile solutions for both brand and customer marketing strategies. Tagga Media’s mobile platform is the technology driving the campaigns.
“People are leading busy, active lifestyles, and gathering information on-the-go through their mobile devices has become an important part of completing their daily activities,” comments Stacey Larson, President of OneMediaGroup.
“Consumers are using their mobile phones to not only organize their day but to locate stores, save money with mobile coupons and find solutions for tonight’s dinner recipe.”
Sunkist’s mobile initiatives include efforts to engage consumers at the point of purchase and promote trial by educating them on Sunkist® fresh citrus. Onpack and in-store signage encourages shoppers to text a keyword to a short code to receive usage ideas, recipes, nutrition information and storage/handling suggestions. Sunkist has also allowed consumers to enter sweepstakes using this same technology and plans to expand usage to incorporate PR and advertising efforts. The program also gives subscribers the option to receive additional product offers and information via email or mobile updates.
“Adopting a mobile strategy seemed like the next logical step in our efforts to get closer to consumers and interact with them while they are making their purchase decisions”, says Julie DeWolf, Sunkist’s Director of Retail Marketing. “Our goal is to give shoppers more reasons to buy Sunkist citrus and teach them about the varieties that may still be foreign to them, such as Cara Cara Navels or Minneola tangelos. The instant gratification and information that mobile marketing provides is an important part of that process.”
“It is important for brands to understand how consumers are using their mobile phones in the shopping process when crafting a mobile strategy,” notes Tagga CEO Amielle Lake. “For example, consumer research shows that many shoppers prefer mobile coupons and that smartphone owners rely heavily on the mobile web to research and compare products when browsing in-store.”
Sunkist Growers is one of agriculture’s greatest success stories. Founded in 1893, Sunkist is America’s oldest and largest citrus marketing company and is owned by thousands of citrus growers in California and Arizona. Over the years, Sunkist has built an international citrus marketing organization and a brand that is one of the best known and most respected in the world.
OneMediaGroup (OMG), a mobile solutions firm, delivers mobile technology, training and strategy execution for corporations across North America. Our model makes mobile a business marketing solution that connects brands, employees and consumers, driving value on all fronts. To find out more about how OMG can help your company’s mobile experience, contact Stacey Larson at stacey@omgdelivers.com.
We take you mobile. Tagga Media delivers relevant and effective mobile marketing tools and services to professional marketers. The marketing industry’s first agency-grade solution, Tagga provides everything marketers need to create, execute and track mobile SMS marketing, build mobile apps or websites and run mobile advertising campaigns. Easy to use tools, rich analytics, and high ROI. Find out more about Tagga at www.tagga.com.