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| INCREASED SALES In 2004, mangos were the #1 most consumed fruit outside of the U.S.; however, only one in three Americans had ever bought one. EMEX, an association of Mexican mango producers and shippers, retained Lewis & Neale Public Relations to conduct a four-month campaign (limited to mango season) to increase fresh mango visibility and consumption in the U.S. Lewis & Neale asked JRS Consulting to identify why the world's favorite fruit had such low U.S. consumption, test messages among Anglo and Hispanic consumers and collaborate on developing a positioning for Mexican Mangos. Our research showed that exposure to mangos wasn't enough; the key to increased mango sales was consumer education about the purchase, preparation, usage and benefits of mangos. Lewis & Neale then mounted a bilingual educational campaign via the media and at retail point-of-sale, using messages and visuals suggested by the research, which increased sales by 13% in the four months of Mexican Mango availability. "Jenny is a true professional. First of all, she was extremely responsive to all of our requests — she understood what we needed to learn and figured out how to we would get the information from the focus group participants. I've observed many focus groups — Jenny was an outstanding leader. She skillfully extracted information from the participants that proved to be very valuable. Her report was right on the mark — beautifully written, easy to read and provided the kind of information that helped us craft an excellent program." - Anita Fial President Lewis & Neale, Inc. Public Relations NEXT RESULT |
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© 2008 JRS Consulting, Inc.