EAGLE, ID, NOVEMBER 9, 2010 – Wrapping up of one of its busiest years in terms of marketing initiatives, the Idaho Potato Commission (IPC) has recently distributed hundreds of comprehensive Retailer Support Guides to interested retailers across the country. The Guide highlights the IPC’s multitude of retail marketing programs, as well as consumer pull programs that produce managers can leverage to help boost Idaho potato sales.
The purpose of this unique Guide is to serve as a roadmap for retailers, giving them a year-long glimpse at the extensive consumer and retail initiatives that are taking place every month, which drive consumers to their local grocery store to buy potatoes with the “Grown in Idaho®” seal. With the IPC executing more promotions than any other commodity group, the Guide not only helps retailers with long-term planning and forecasting, but it conveniently and easily organizes all IPC information, POS materials and other marketing tools in one convenient binder.
“As the leader in the potato industry, retailers often come to us throughout the year wanting to know how they can increase potato sales and margins – either through promotions, advertising or pricing,” said Seth Pemsler, Vice President, Retail/International, Idaho Potato Commission. “We developed this Guide four years ago so that retailers, in seconds, have access to POS materials, clip art and the consumer media plan, as well as our category management presentation and details on upcoming IPC promotions. The most important aspect of the Guide is that it is presented by the IPC’s Retail Promotion Directors who ‘walk’ each retailer through the manual and highlight the most pertinent information.”
The Idaho Potato Commission Retail Support Guide is a slim 3-ring binder that easily and conveniently organizes must-have information for produce managers including:
• Consumer Media Plan: Easy-to-read, year-long schedule of where and when the IPC’s national and regional television advertising campaign and other programs are slated to run;
• National Public Relations Examples: Descriptions of consumer public relations initiatives that drive consumers to the store, looking for the famous “Grown in Idaho®” seal. Public relations initiatives last year alone generated over 1.5 billion impressions;
• Category Management Presentation: The biggest chapter in the binder that outlines the state of the potato industry, identifies category best practices and differentiates Idaho® potatoes from other potatoes, as well as explains how retailers can benefit from a customized version for their chain;
• February Potato Lover’s Month Display Contest: Details, dates and prize information on the most popular produce promotion in the country and a link to a special microsite on the IPC’s website to see all 115 winners from the prior year to help a retailer plan his/her winning display;
• Tie-In Programs: The details behind the many national retail programs scheduled to run throughout the year;
• Trade Ads: Samples of the IPC’s new “Superhero” retail advertising campaign, packaged as a limited-edition comic book that brings a new cast of characters to life: The Idaho Potato Fearless Field Force;
• POS Materials: Photographs of all the POS materials that are available to retailers;
• Retail Promotion Directors: Contact information for the IPC’s Retail Promotion Directors.
“One of the greatest benefits to retailers who work with the IPC is our proven ability to help boost sales in the overall produce department,” said Seth Pemsler. “Whether it’s through promotions like our popular Potato Lover’s Month Display Contest or the one-on-one service our Retail Promotion Directors give to each and every retailer, the IPC’s marketing programs and services are unmatched in the produce industry.”
In addition, the binder contains two DVDs; one consists of IPC logos and clipart that retailers can incorporate into their own POS materials or advertising campaigns. The other is loaded with clips and highlights of the many programs and public relations successes by the IPC over the last year including a new television commercial emphasizing the importance of always looking for the “Grown in Idaho®” seal; five new videos that bring the Retail Comic Book to life – where the IPC Retail Promotion Directors transform themselves into “Superheroes” and swoop in just in time to save the day; and a consumer program highlights reel. Throughout the year, the IPC will mail timely information on new promotions that can be conveniently added to the binder, keeping retailers up-to-date as programs are added.
Source: Idaho Potato Commission
