2014 cac dashboard update november (11-13-14)
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Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
KEY PERFORMANCE INDICATORS – thru September 2014 (Updated 11/5/14)
1 Billion Consumer/Nutrition PR
Impressions Media coverage secured with
print, broadcast and online media outlets through September 2014
6.4 Million Foodservice PR
Impressions 97 Foodservice PR Placements
have been secured through September 2014
279,331 Facebook Fans
956,060 MM Facebook
$1.15 Average Selling Price
Category Average Selling Price
per Unit for the 4-weeks ending September 28, 2014
4.2 Million Circulation
Positive direct CAC trade press circulation thru September
2014
817 Million Consumer Advertising
Impressions
817 million impressions have been secured through
September 2014
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
REVENUE – Crop Movement and Measures
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
REVENUE – Crop Movement and Measures
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
REVENUE – Crop Movement and Measures
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL (4 wks)
September-2013 4-wks ending 9/29/2013
September-2014 4-wks ending 9/28/2014
Variance
Volume (Unit) 100,776,058 103,424,349 +2.6%
Dollars $112,995,588 118,819,325 +5.2% Avg. Selling Price/Unit $1.12 $1.15 2.5%
RETAIL California Season
Apr-Sep 2013
Apr-Sep 2014
Variance
Volume (Unit) 738,259,506 731,248,081 -0.9% Dollars $776,176,512 $858,208,651 +10.6%
Avg. Selling Price/Unit $1.05 $1.17 +11.6%
RETAIL Non-California Season
Oct12-Mar13
Oct13-Mar14
Variance
Volume (Unit) 631,288,729 666,187,074 +5.5% Dollars $612,284,768 $719,688,047 +17.5%
Avg. Selling Price/Unit $0.97 $1.08 +11.4%
REVENUE – Retail Sales and Volume
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Off Season
Oct 2013 – Mar 2014
Avg. Retail Price $1.08
California “Season”
Apr – Sep 2013
Avg. Retail Price $1.05
REVENUE – Retail Prices
California “Season”
Apr – Sep 2014
Avg. Retail Price $1.17
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER ADVERTISING – Over 817 million impressions have been achieved so far this year through September including over 1 million impressions in September alone.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER ADVERTISING – An online advertising campaign continued to run in September
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER PUBLIC RELATIONS – Blogger Ambassadors Blogger Ambassadors continued to develop monthly California Avocado recipe posts on their blogs, as well as promote the posts on their social channels
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER PUBLIC RELATIONS – Nutrition Communications R.D. Ambassadors continued their seasonal media efforts around the nutritional benefits of California Avocados
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER PUBLIC RELATIONS – Impressions
*This is a comprehensive total of all PR-related coverage from November 1, 2013 – September 31, 2014. It includes print, broadcast and online coverage, as well as program extension coverage (such as social media posts from our Artisan Chefs, R.D. Ambassadors etc.), year-to-date, and therefore is higher than traditional media impressions
Total consumer impressions secured to date: 1,029,701,771
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Mobile site • # of Visits: 32,145 (18% increase MoM) • Page Views/Visit: 1.59 (1% increase MoM) • Time on site: 1:26 (0% difference MoM)
Social Media • Facebook
− Total fans: 279,331 (1% increase MoM) − Impressions: 956,060 (37% decrease MoM) − New likes: 3,685 (16% decrease MoM)
• Twitter − Total followers: 9,598 (4% increase MoM) − Retweets: 367 (40% increase MoM)
• YouTube − Views: 2,710 (4% increase MoM) − New subscribers: 5 (25% increase MoM)
• Instagram − Followers: 24,261 (3% increase MoM) − Likes: 149,264 (10% increase MoM)
ONLINE & SOCIAL MEDIA – September Summary
Consumer Website • # of Visits: 201,422 (11% decrease MoM) • Page Views/Visit: 1.79 (0% change MoM) • Time on site: 1:31 (0% change MoM) • Total Page Views: 360,709 (13% decrease MoM)
Consumer Blog • # of Visits: 17,610 (17% decrease MoM) • Page Views/Visit: 1.59 (10% decrease MoM) • Time on site: 1:55 (56% increase MoM) • Total Subscriptions: 392 (1% increase MoM)
Email • # of Subscribers added: 14,843 • Average Open Rate: 23% • Click through rate: 16% • Top clicked content: California Avocado
Chocolate Chip Cookies A note about performance:
• CaliforniaAvocado.com performed especially well in July and August, skewing results negatively as ad efforts decreased in September due to declining crop volume
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Retail Meetings through September Corporate Accounts
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Sales Contests
RETAIL – Retail Promotions – Labor Day
Southwest (Phoenix) Northwest (Portland)
Southern California
In-store Fresh-Made Guacamole Sales Contests
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
California Avocado sampling events were held at Rouse’s Stores in South Louisiana and Alabama. More than 2,500 people sampled the fresh fruit during the weekend of September 5, 2014
RETAIL – Retail Promotions – Labor Day
Ralphs’ showcased custom in-store POS in all 228 stores, as well as an ad featuring California Avocado grower Doug O’Hara during Labor Day
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Trade Public Relations Coverage Total FY 2013-14 More than 4.2 million direct CAC trade press circulation
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – SRD and Retail Communications Platinum Sponsorship of PBH SRDs at Fresh Summit
RD Kristen Johnson, Mrs. Green's Natural Market, and Joanie Taylor, Schnucks, Director of Consumer Affairs model CAC shoulder bag
Twitter Contest – Tweets covered all the elements of CAC’s sponsorship
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Public Relations Coverage Number of placements in foodservice editorial from November ’13 – September ’14 • 97 placements (6,369,827 impressions)
Editorial PR
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Chain Promotion Coverage
2014 Chain Promotions: 20 2014 Chains Contacted: 62
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Chain Promotions
• Fuzzy’s Taco Shops 100 locations Aug 4 – Sep 14, 2014
• Buffalo Wild Wings Menu Concept Presentation: 840 locations September 10, 2014
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RESEARCH – Mega Users are over represented in SoCal. They are more likely to be Hispanic, employed, in a relationship, and enjoy a higher income
• The youngest of the user groups (average age of 44)
• Most likely to be employed (72%)
• Has the highest income of the user groups (average $88K HHI)
• Most likely to be in a relationship (77%)
• Almost 1 in 4 are of Hispanic origin (23%)
• 83% are Sophisticated Naturalists or Traditionalists
• 38% of them live in a California ad market
H
15%
21%
44%
10%
10%
2014 (C)
Light(<12)
Medium(12-36)
Heavy(37-119)
Super(120-209)
Mega(>210)
Source: Fall 2014 Avocado Tracking Study, Bovitz, Inc.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RESEARCH – California Avocados continue to be seen as the most premium
Q13A. Please rate the premiumness of avocados from the following regions where ten is the most premium and zero the most basic. Base: Ad Markets aware of growing region – 2013 (n=652), 2014 (n=661) Ad Market respondents aware of growing regions who recall seeing the Premium ad – 2013 (n=126), 2014 (n=164) Note: Question added in 2013.
% Top 3 Box on a 10 pt. scale
AD MARKETS 2012 (A) 2013 (B) 2014 (C)
California N/A
Florida N/A
Hawaii N/A
Mexico N/A
Chile N/A
Peru N/A
Source: Fall 2014 Avocado Tracking Study, Bovitz, Inc.
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