DMA Solutions President and CEO Dan’l Mackey Almy will hold a Fireside Chat June 18 during United Fresh LIVE! to educate fresh produce professionals on marketing in sensitive times.
From COVID-19 to the current civil rights movement, navigating marketing activities and knowing what to say and when to say it can be difficult, and Mackey Almy will lead a conversation with marketers to discuss these challenges and communication strategies for approaching the sensitivities of our current environment.
The Produce News caught up with the DMA chief to get a preview of some of the topics that will be covered during the Fireside Chat.
The Produce News: The coronavirus pandemic has presented challenges to the industry that few could have imagined. What are some of the key topics your clients have come to you seeking assistance with?
Dan’l Mackey Almy: By and large, we’ve worked with clients to adjust their communications and messaging during this time. Both internal and external communications are requiring continuous attention. For the clients communicating directly with consumers, we’ve had to alter content and promotions to be more relevant to the current needs and realities they’re facing.
TPN: The produce industry has fared relatively well compared to other industries that have been decimated by the pandemic and resulting stay-home orders. Do you recommend that clients stay the course with their marketing plans or adjust their messaging in light of the situation?
DMA:While the trade marketing side of our business has been altered through adjusted trade shows and face-to-face meetings, consumer marketing is a different story. We've seen above average marketing performance on social media, emails and promotion performance as a result of our adjusted messaging. As we anticipated people spending more and more time online and searching for healthy, easy recipes, we were able to position brands appropriately and continue to drive demand.
TPN:Perhaps the most unsettling thing about the pandemic is not knowing when it will end or if a second wave will occur later in the year. How does that uncertainty affect a client’s marketing plans and how would you advise they proceed?
DMA:Now more than ever we must continue to serve consumers. As fresh produce basks in the spotlight of people needing healthy, immune-boosting foods, we as marketers must realize this moment in time as a significant opportunity to elevate fresh fruits and vegetables.
TPN:The reduced opportunity for personal contact has caused everyone across the supply chain to rethink how they do business and promote their products. What advice do you offer clients who are experiencing difficulties as a result of this? Are there any advantages resulting from the increase in remote communications such as video meetings?
DMA:While I firmly believe that nothing compares to face-to-face interaction, I also realize that virtual communication will now forever be integrated into how we do business. In order for our industry to thrive, adoption of virtual communication is critical as we’re no longer faced with an either/or option -- it will be both.
TPN: Finally, looking into your crystal ball, next year when the pandemic has subsided and we are all getting ready to convene in Los Angeles for United Fresh, what lessons will we be able to bring forward to help us grow as an industry?
DMA: We, as an industry, need to come out of this stronger than ever. In order for us to do this, we need to look at both the positives and negatives of the realities we’re facing and I’m looking forward to exploring these more during the “Fireside Chat” on Thursday, June 18 at 1:00 PM CST. Those interested in attending can register here.
