Musical Pears

Musical Pears. I’m Greg Martin with today’s Fruit Grower Report.

Marketing your product involves making sure you are hitting a prime market and one that will get attention. Dennis James, Marketing Director for Pear Bureau Northwest says their new promotional tie-in with an up and coming teen band is hitting that mark.

JAMES: Honor Society is a group that is really catching fire through this summer and will be very strong as we role into September. So what we did was we created first and foremost an attention, awareness getting program for the consumers out there.

The band will be the opener for the Jonas Brothers another very popular teen band and that will only help strengthen the message of pears.

JAMES: Throughout the summer as the Jonas Brothers tour that Honor Society is part of, we have an opportunity to be out there on a constant basis to be out talking about USA Pears, USA Pears, USA Pears with the band themselves.

The band promotes pears with several YouTube videos and also co-promotion through grocery outlets like Albertson’s. He says this is important to reach a very crucial audience.

JAMES: In addition if you really want to be able to tap into awareness and driving purchase action or requirement you also want to tap into kids that are the age of 7 to about 12 years of age. They are actually one of the primary decision makers on what will be eaten in households.

That’s today’s Fruit Grower Report. I’m Greg Martin on the Northwest Ag Information Network.