July 28, 2009

Bumper crop prompts website revamp
Integrated marketing campaign rolled out

The Wild Blueberry Association of North America (WBANA) has unveiled their new premium positioned brand identity as part of the launch of a new global marketing campaign.

With the downturn in the economy effecting the amount of fruit being exported, and the bumper crop of wild blueberries harvested last year, the WBANA decided to be more aggressive in their marketing campaigns. Along with website marketing at www.wildblueberries.com, the association is also embarking on trade advertsing, international trade show promotion, sponsorships and national media relations.

“We currently have websites in many countries around the world, including Canada, the U.S., France, Japan and Germany,” says Neri Vautour, executive director, WBANA Canada. “And although they all carry the same message, the design of each country’s website is different to reflect the different markets.”

As a small player in a big market, Vautour says WBANA has to make the most of their limited marketing budget.

“We have to really maximize our dollars and the internet provides a great, cost-effective way for us to get our message out. The web is a growing tool for us and it has become a very important means of communication.”

WBANA sites in Japan and Germany have social media elements including games and contests and after evaluating the results in those countries, WBANA will decide whether to incorporate SM tools into their North American sites.

“We’re using Japan and Germany as a sort of test market for these sites before we all meet in October to discuss what we will be doing with our websites here going forward,” says Vautour