By Will Cavan
Executive Director
International Mango Organization (IMO)
Vista, California
www.mangoworldmagazine.blogspot.com
September 2, 2011
The National Mango Board continues to deceive itself and its members.
We all know that Hot water treated mangoes are a nutritionally defective product.
Until the industry can fix the product, any money spent on promotion is irresponsible and possibly criminally negligent.
That very important point aside, What nation on earth can one set up an advertising and promotion budget for mangoes on a couple of million dollars???...BOTSWANA???...Maybe at best, but certainly not the USA with 300 million potential consumers!
That is less than one penny per potential consumer!!!
What in the world are the folks at the NMB thinking???
The way things stand right now, the NMB is charging importers roughly a nickle a carton and last season Brazil, Ecuadorian, Peruvian and Mexican shippers (who ultimately pay the assessment) lost on average one dollar per carton. Does that sound like a good deal to you???
The IMO believes that the NMB does not have a clue about how to go about setting up a successful "Nation-wide" mango campaign. There is no macro plan for marketing other than "knee-jerk" campaigns in off the wall towns around USA that have no bearing on driving a major increase in per capita consumption.
It costs real money to run an advertising campaign on a "Nation-wide" scale.
The assessment should be on the scale of $1.00 per box if you want results!
A dollar per carton invested would return growers marginal rates of return superior to the investment not the opposite which is currently happening to mango shippers to the USA market.
The NMB spends (wastes) money on buying ad space in trade publications such as the Packer, Produce news, etc...what consumer reads these trade rags???
NOBODY...so why waste money on a target that produces zero sum gain???
Time for the NMB to decide what the program is...do they really want to promote and drive mango consumption or just fatten the payroll and 401K plans for employees???
EVEN BOTSWANA DOESN'T WANT TO EAT HWT MANGOES!...
From Wikipedia:
Executive Director
International Mango Organization (IMO)
Vista, California
www.mangoworldmagazine.blogspot.com
September 2, 2011
The National Mango Board continues to deceive itself and its members.
We all know that Hot water treated mangoes are a nutritionally defective product.
Until the industry can fix the product, any money spent on promotion is irresponsible and possibly criminally negligent.
That very important point aside, What nation on earth can one set up an advertising and promotion budget for mangoes on a couple of million dollars???...BOTSWANA???...Maybe at best, but certainly not the USA with 300 million potential consumers!
That is less than one penny per potential consumer!!!
What in the world are the folks at the NMB thinking???
The way things stand right now, the NMB is charging importers roughly a nickle a carton and last season Brazil, Ecuadorian, Peruvian and Mexican shippers (who ultimately pay the assessment) lost on average one dollar per carton. Does that sound like a good deal to you???
The IMO believes that the NMB does not have a clue about how to go about setting up a successful "Nation-wide" mango campaign. There is no macro plan for marketing other than "knee-jerk" campaigns in off the wall towns around USA that have no bearing on driving a major increase in per capita consumption.
It costs real money to run an advertising campaign on a "Nation-wide" scale.
The assessment should be on the scale of $1.00 per box if you want results!
A dollar per carton invested would return growers marginal rates of return superior to the investment not the opposite which is currently happening to mango shippers to the USA market.
The NMB spends (wastes) money on buying ad space in trade publications such as the Packer, Produce news, etc...what consumer reads these trade rags???
NOBODY...so why waste money on a target that produces zero sum gain???
Time for the NMB to decide what the program is...do they really want to promote and drive mango consumption or just fatten the payroll and 401K plans for employees???
EVEN BOTSWANA DOESN'T WANT TO EAT HWT MANGOES!...
From Wikipedia:
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.
Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common.
Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.
Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies.
Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
In 2010, spending on advertising was estimated at more than $300 billion in the United States[1] and $500 billion worldwide[citation needed].
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.
Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.
In 2010, spending on advertising was estimated at more than $300 billion in the United States[1] and $500 billion worldwide[citation needed].
Internationally, the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis, and WPP.
HAS THE NMB EVER ASKED FOR A QUOTE FROM ONE OF THE "BIG FOUR" TO PUT TOGETHER A REAL "NATIONAL" PROMOTION FOR MANGOES???
