Digital Cameras

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Digital Cameras

• In themarketing of produce and floral

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The Visual Internet

• Pre-visual
• Mosaic
• Mosaic Communications
• Internet use went from insignificant to
  unmeasurable

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Familiar Camera, Infinite Images

• Digital cameras
• Digital images

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Email Limitations

• Email is text-only
• Picture is worth 1,000 words
• Why not embed/attach pictures by email?

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Popularity of Postcards
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Case HistoryCalifornia Avocado Commission

• Retail produce merchandisers
• Produce managers
• Growers
• Handlers
• Board of directors

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Handlers and Growers

• Field reps out making pictures for QC
• See product throughout the selling cycle
• Learn how product is handled/displayed throughout
  the country (context)
• Gets grower involved in selling process!
• Allows closer quality monitoring

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Produce Managers

• Best practices
• Display techniques
• Merchandisers can access and reuse

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Retail Produce Managers

• Idea exchange
• Incentive awards
• Extend secret shopper programs

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Teaching Tool

• Pull up pictures for teaching
• Review key cases and examples
• CACs category management program

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Dynamic Web Content

• Marketing homepage
• Regular image cycling
• Event coverage

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Produce User Scenarios

• Handlers and growers
• Produce managers
• Procurement cycle
• Retail produce management
• Meetings and seminars
• and more...

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Solution (Picture Database)
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1. Upload an Image

• Digital Merchandiser home
• Log in (password)
• Describe and catalog picture
• Select picture from diskette
• Rotate, if desired

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2. Search / Select Pictures

• Digital Merchandiser home
• Search criteria
• Subject/category
• Key words in title
• Summary screen of relevant pictures

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2. Compose and Send

• Compose message
• Address message
• Preview the whole thing
• Automatic email invitation

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3. Receive and Read

• Read email invitation
• Click on embedded URL
• Provide claim code
• Read postcard
• Zoom in (if desired)

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Applications, Surprises

• Trade show attraction
• Enhanced email
• Product catalog
• Zoo postcards
• Only as good as the pictures you take -)

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How Can You Apply?

• Digital Cameras in the Marketing of Produce and
  Floral

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Thanks

• Please save questions for panel
• These slides are online
• http//interactivate.com/public/pma/
• California Avocado Commission
• http//www.avocado.org/

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