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KEY PERFORMANCE INDICATORS – December (Last Updated 1/14/11)

10.9% Increase in Retail Sales Sales Dollars generated in the month of November 2010 versus November 2009. 51,671 Facebook Fans Total California Avocado fans that have been acquired as of December 31, 2010. 37.9 Million Consumer PR Impressions

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KEY PERFORMANCE INDICATORS – December (Last Updated 1/14/11)

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  1. 10.9% Increase in Retail Sales Sales Dollars generated in the month of November 2010 versus November 2009 51,671 Facebook Fans Total California Avocado fans that have been acquired as of December 31, 2010 37.9Million Consumer PR Impressions Media coverage has been secured with print, broadcast and online media outlets KEY PERFORMANCE INDICATORS – December (Last Updated 1/14/11) 34,848 Trade Press Circulation Total direct positive trade press circulation for the month of November. 708,111 Foodservice Editorial Impressions Number of impressions based on 12 placements in November – December 2010 31% Checking Country of Origin More people are checking to see where their avocados are from

  2. REVENUE - Crop Movement and Measures

  3. REVENUE – Retail Sales and Volume

  4. REVENUE - California Season Retail Price Premium Avg. Retail Price $0.96 Avg. Retail Price $1.16 Avg. Retail Price $0.84 Off-season California “season” California “season” April – Sept 2009 Nov – Mar 2009 April – Sept 2010 *160MM lbs. in volume *504MM lbs. in volume

  5. ONLINE – Social Media Overview • The California Avocado Commission social media presence grew across all channels in December. Average per-post engagement, increased by 48% with an average of 83 interactions per post, even with a reduction in status updates published. • On Twitter, the number of followers continues to increase. The reach of replies and retweets of our content was up 47%, even with a reduction in overall tweets published. The majority of activity occurred during the beginning and end of the month, concurrent with the holidays.  • YouTube channel views increased by 8% during December, primarily via a Facebook status update that linked to Family Farmer on December 2nd. The Too Hot Tamales Liven up the Frittata video, continues to have the most overall views and received 64 additional views this month.

  6. ONLINE – Facebook, Twitter & YouTube • TWITTER • New Followers: 45 • Total Followers: 1,393 • Retweets: 6 • Replies Reach: 3,665 • Retweets Reach: 1,861 • YOUTUBE • YouTube Channel Views: 114 • Total Channel Views: 1,806 • GLOSSARY – Facebook & Twitter: • Avg. Interaction Per Post: Average number of comments and likes generated by each post. • Organic Fans: The number of new fans not added through Facebook Pay-Per-Click (PPC). • Post Impressions: The number of times the post has been rendered on user’s browsers. This can come • from a user’s news feed, live feed, directly from the Page or through the Fan Box Widget. • Replies & Retweets Reach: Sum of the number of followers for each reply or retweet. Adds up how • many followers would see it depending on how many followers a user has.

  7. ONLINE – Web Analytics Traffic to the site saw an increase over 2009 from June through September. Due to the off-season, traffic to the site began to decline in October and underperformed in December against last year's traffic. There are several ways to interpret these data points, and at a glance, this would seem to spell bad news for the site's performance. But looking a bit more closely, activities on the site, such as recipe shares and submissions are up Year Over Year. Page Views Per Visit and Average Time On Site have also improved. In addition, Bounce Rates have decreased, meaning that the people who did visit intended to do so and consequently engaged with the content on the site. There was an unusual amount of activity on the 28th of December. On Dec 24th, the LA times ran the following article which included links to CAC’s website traffic: http://www.latimes.com/features/food/la-fo-marketwatch-20101224,0,4339230.story. Looking at landing pages by source for 12/28, we see that /maturity-release-dates was the top entry page with the majority of traffic being referred from Latimes.com.

  8. ONLINE – Web Analytics

  9. ONLINE – Web Analytics Top Content & Visits Overview

  10. ONLINE – Web Analytics (Competitive Overview Nov 2010) November saw the predicted turn around for CAC and its competitors. While HAB and MHAIA saw a resetting down to more typical activity, likely due to the reduction in marketing spend such as Pay-Per-Click (PPC) and other Search Engine Marketing (SEM) campaigns, CAC saw a healthy rebound. The short term gains of competitors have waned and CAC has returned to its leadership position. This turn of events demonstrates several things. One is that online spending and campaigns successfully drive traffic. CAC sees similar spikes when concentrating on large in season initiatives. Another is that CAC's online baseline content and optimization efforts are providing consistent value for web users. Consistent Social Network and E-mail efforts, in addition to the site offerings, play a major role in maintaining a prominent online presence. Source: Compete.com. December data not listed because Compete’s data is not available until the 16th of the month.

  11. PUBLIC RELATIONS - Highlights • Fulfilled ongoing reactive requests by media covering California Avocados • Began planning of key media outreach activities for the upcoming season

  12. PUBLIC RELATIONS – Media Impressions • The total consumer impressions secured to date is: 37,916,559 • The total consumer impressions secured since the last update is: 17,189,852 *This is a comprehensive total of all PR-related coverage from November 1, 2010 - December 31, 2010. It includes print, broadcast and online coverage, as well as program extension coverage (such as Facebook posts and Tweets from our Artisan Chefs, etc.), year-to-date, and therefore is higher than traditional media impressions.

  13. CONSUMER ADVERTISING – Media Impressions (Apr. – Sept. ‘10) Print Radio Print ads in 6 national epicurean publications and 7 retailer publications added 48,144,000impressions Radio commercials delivered over 252,598,000 impressions against our core target Digital 37,131,648 impressions were served to our target through recipe sites

  14. CONSUMER ADVERTISING – Media Impressions (Apr. – Sept. ‘10) Out of Home In-Store Shopping carts and in-store radio provided 245,513,925 impressions at point-of-purchase in 10 markets Billboards, health club ads, and BART posters delivered over 541,067,621 impressions in 10 core markets

  15. FOODSERVICE – Editorial Placements Number of placements in foodservice editorial in December 2010 - 7 placements (488,050 impressions) Number of placements in foodservice editorial from November – December 2010 - 12 placements (708,111 impressions)

  16. FOODSERVICE – Advertising Three new print ads were created for the CAC Foodservice Program to run in 2011. Ads will run in Food Arts, Food Management, Plate and Restaurant Hospitality.

  17. RETAIL –Editorial Placements Total positive direct CAC trade press circulation = 34,848 for the month of November Total year-to-date positive direct CAC trade press circulation is 141,272

  18. RETAIL – Ad Placements • 1 ad featured California Avocados for the month of December • 335 ads featured California Avocados from November 2009 – December 2010

  19. RETAIL – Display Bins CAC has sent a total of 6,204 Retail Display Bins year to date through September 2010 to the following retailers:

  20. RETAIL – Point of Sale Materials • CAC has sent the following quantities of Point-of-Sale Materials year to date through October 2010 to retailers: • Over 3,331 POS Cards • Over 2,420 Recipe Tear Pads • Over 550 Ripe Stickers • Over 250 Avocado Danglers

  21. RESEARCH – Avocado consumers in CAC-ad markets overwhelmingly prefer California Avocados Brand Preference - Tracking Fall 2010 – Cooper Roberts

  22. RESEARCH – Taste, freshness and quality ratings have continuously increased for California Avocados in ad markets; demonstrating an increased demand for California-grown fruit. Attribute Ratings - Tracking Fall 2010 – Cooper Roberts

  23. RESEARCH – More than ever consumers are checking for country of origin Check for Country of Origin - Tracking Fall 2010 – Cooper Roberts

  24. ONLINE – Social Media Glossary

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