Fruit and vegetable marketers need to engage with vloggers – video bloggers – in order to capture the attention of teenagers, according to Barbara Palmer of creative content group fischerAppelt.
Palmer, who was speaking at this week’s German Fruit & Vegetable Congress (DOGK), pointed to a statistic that the brain can process a moving image 60,000 times faster than a static one, giving marketers a valuable tool in getting their message across.
“The hype right now is vlogging and there’s no way around it,” she said. “We have to interact with vloggers in order to reach young people. You have to integrate and deal with them.”
Palmer also gave an update on the ‘Deutschland: Mein Garten’ (Germany: My Garden) consumer campaign, which has notched up 1.4 billion clicks on its website in the past three years. The site allows the public to learn about recipes, production, cultivation and more.
This summer the campaign team travelled across Germany, racking up 4,500km, while its YouTube and Facebook sites collected 30,000 views.
Both Palmer and Gunnar Brune of Trikolore Marketing underlined the importance of smartphone technology in the new age.
Brune pointed out that currently, many supermarkets have poor mobile phone coverage, but as this improves more possibilities will emerge through GPS-led apps that can pinpoint products and offers in store and lead consumers directly to them.
Interactive point of sale screens will also become more prevalent, he added.
