Imagine this: A digital catalog of visually stunning fruit and vegetable images from across the World Wide Web that collectively create a craving for all that is FRESH! AND this catalog would be yet another direct connection to consumers while allowing them to showcase their interests.
Well good news: This catalog already exists! You may have noticed the explosion of the new social media site Pinterest recently, but you may be confused as to what exactly it is. This trending networking site functions as an online “bulletin board” where users pin images that impact them from anywhere on the web or from their own photo libraries with just a click of the mouse. Consumers love Pinterest because it is designed predominantly for one purpose: visual sharing. From fashion to travel, to food and weddings – Pinterest has it all.
The site launched in 2010 and has recently taken off after a surge of more than 7 million new members joined in December 2011. A surge like this got us wondering what the buzz was all about and what we discovered is verrrry “pinteresting.”
Why should you care?
As marketers, we immediately saw the enormous potential a social media platform like Pinterest affords to the produce industry. Think about it – our industry’s products are sensational. They pique every sense with their vibrant colors, smells and textures. What better way to showcase the appeal of fresh produce than by capitalizing on a platform where millions are already searching for visually appealing products?
Here are a few of our suggestions and ideas for utilizing Pinterest and presenting your brand and products as perfectly pinnable pics:
- Product Photography
You probably already have a few stunning photos of your products in your photography arsenal, and what is more attractive and photogenic than fresh fruits and vegetables? Try pinning a few high quality images of the entire process that eventually leads your product to consumers’ plates and consumers will feel closer to your brand. - Recipes
This is a no-brainer! With a predominantly female demographic on Pinterest, recipes have become a huge category. Why not share the delicious recipes and photos you already have on your web site and let them spread like wildfire across Pinners’ boards? Not only does each pinned image automatically keep the link embedded from the page it was taken from, but you can add some extra motivation by putting a note in the photo’s caption to click for the recipe. - Re-pin and share other images that fit in with your brand image
Remember not to get too self-promotional by including plenty of images and links that are not all about you but more about things that reflect your brand image. Chobani, one of my current breakfast obsessions, has a board called “Nothing But Good” that features just this: fun images that reflect what their company is all about. - Nutrition and Fitness
Healthy eating and fitness are popular topics on Pinterest so why not inspire followers with your products’ nutritional benefits, healthy and delicious meal ideas and exercise tips? Become a go-to source for healthy living inspiration! - Your Work Environment and Personality
Share your brand’s personality through images that inspire you and get you through your busy day. Show your employees’ favorite vacation spots. Post things that you love, products that inspire you, or interior designs that you’re considering for the redesign of your reception area. The sky is really the limit on things that help define the “personality” of your company.
We have certainly enjoyed building our brand on Pinterest and look forward to finding you as we’re perusing the site. Unfortunately, the search function on Pinterest is not quite up to snuff, so we are taking advantage of viral pinning and integrating the Pinterest and “Pin It” buttons to our social media link lineup to spread the word about our boards. But take heart in knowing that within the first 4 hours of starting The Core Blog Pinterest account, we had 3 followers and over 30 repins and likes!
Pinterest provides yet another opportunity to strut your originality and shareability and not to mention it can help with search engine optimization. (Score!) The only question is whether or not this new trend is just that – a trend. Only time and trial will tell, but for now Pinterest is on fire and so are the brands making space there!
Are you an avid Pinterest user with fresh ideas for how to capture an audience on the new site? Share your ideas and Pinterest accounts with us here so we can get connected!
Posted by The Promoter (Mackenzie Michel)
