A grant made available to Delaware Farm Bureau is making it possible for the non-profit organization to promote local farmers and produce side-by-side with iHeartMedia.
The campaign will run for two-years through December 2021, digitally introducing 24 fresh market specialty crops available seasonally at markets all over Delaware to consumers who are on the go and ready to find local produce.
The goal is to improve awareness of local farmers and increase sales of their homegrown products. Bringing this content to a digital platform will be important as more and more consumers bring their purchasing power online.
In 2018, Neilsen found that consumers spend almost 11 hours per day engaged with media sources either on their phones or via computers. Salesforce and their research partner Publicis.Sapient also discovered that a majority of consumers start their product searches digitally.
WDSD, an iHeartRadio company, will help the Delaware Farm Bureau reach almost three million consumers over the next two years at a rate of 488,750 per month through the use of digital audio with a companion banner, social targeting and social media postings. They will digitally target specific audiences with geofencing technology and re-target those consumers who have left a store to redirect them to local farmers markets or stands. Consumers will also be directed to defb.org.
Geofencing is a proven marketing technique using locations made available through GPS and radio-frequencies. iHeartRadio will be able to send messages directly to a consumer’s smartphone using the geofencing technology when the consumer enters a pre-defined geographical area. This will help attract consumers to local produce near them while they are traveling around for their errands.
The campaign will also utilize graphics created by Delaware Farm Bureau staff and radio ads on WDSD in hopes of generating more coverage for the specialty crops marketed.
Crops to be marketed include strawberries, radishes, honey, lima beans, green beans, cucumbers, cantaloupe, potatoes, broccoli, eggplant, watermelon, peppers, sweet corn, peaches, tomatoes, cabbage, pears, squash, apples, carrots, sweet potatoes, brussel sprouts and Christmas trees.