IEOOC marketing campaign embraces technology, mass media and social network
by Kathleen Thomas Gaspar | September 20, 2010
Working on multiple fronts to maintain an elevated profile among both buyers
and consumers, the Idaho-Eastern Oregon Onion Committee has an
ambitious marketing campaign that involves media, social networking and the
world of high tech.
Recently returned from filming a segment of Lifetime Network's "Balancing
Act" with show host Danielle Knox, IEOOC Marketing Director Sherise Jones
said that the campaign is in full gear, with the first airing of "Farm to Plate" on
"The Balancing Act" to have aired Sept. 24 and the second to telecast Oct. 22.
The segment has the potential to reach close to 100 million households on
Lifetime, which holds the highest viewership of any women's channel in the
nation. Participation in the show is by invitation only, and Ms. Jones said that
the focus on Idaho-Eastern Oregon Spanish Sweets educates viewers on the
health and nutritional benefits of Treasure Valley onions as well as providing
them with new recipes and cooking tips.
The show also gives the committee's web address and contact information in
the closing credits, allowing the committee to field inquiries that stem from
Ms. Jones traveled with IEOOC Executive Director Candi Fitch to south Florida
for filming of the "Balancing Act" segment in late August, and the marketing
director and Ms. Knox filmed a "tune in" promo that has been linked to
bigonions.com and the IEOOC Facebook page.
The second airing of the "Balancing Act" segment will come just after the
Produce Marketing Associaton's Fresh Summit in Orlando, FL (Oct. 15-17),
and that Florida venue will showcase the two-dimensional quick response
codes with T-shirt giveaways along with photo opportunities with a new and
improved Jumbo, the IEOOC mascot, at the committee's newly designed
booth, No. 3743.
The committee’s QR codes were introduced during the summer, providing
entrée to specific pages on the committee's bigonions.com web site through
the ubiquitous smartphone and a free Scanlife.com application.
The codes themselves stem from trademarked technology developed in 1994
by Denso Wave Inc. in Japan and smartphone users with literally unlimited
tracking capabilities using just the phone's camera function and a special
QRs were developed for tracking in vehicle manufacturing but have found
applications in nearly every aspect of marketing and advertising. Stored
addresses and URLs can be found in magazines as well as on billboards,
buses, business cards and "just about any object that users might need
With several codes now in place, Ms. Jones said that the committee has the
"capability to build as many codes as we need."
The committee has also entered the world of Facebook with its own Big
Onions page that provides crop information, video presentations, recipes and
links to bigonions.com pages.