July/August 2020 - 36

New methods to address short attention spans
We make sure our daily posts can be read in about a second
and/or have a captivating image to capture folks' attention
as they scroll through their feeds.
Over the past
IDAHO POTATO
COMMISSION
Frank Muir
President and CEO
few years I've been
reading about
Americans' rapidly
shrinking attention
span. In fact, one
study stated that
goldfish are better
able to focus on
tasks or objects
than humans. Their
attention span is
9 seconds and a
human's is 8.25.
Unfortunately, I'm not joking.
Given everything that's happened in 2020
and all the news that's being generated daily,
not only are our attention spans tapped, but
I'm sure our ability to retain all the news and
information we're reading and listening to is
also shrinking.
As marketers navigate through this
unpredictable time, it's more important than
ever that we share news with consumers,
customers, industry members and the media
in digestible soundbites. In other words, how
do we get folks to perk up and pay attention.
At the Idaho Potato Commission (IPC)
we've implemented several tools to help us
communicate important messages in short,
succinct and meaningful ways.
* 15-second Commercial Spots. This
spring when the country was shut down
for two months, and folks were glued to
their televisions, we aired our 15-second
commercial featuring a variety of eyecatching
potato dishes on popular cable
channels like the Food Network, CNN and
FOX. The spot did so well it was recognized
by Marketing Drive, a marketing industry
trade publication, as one of the top
performing commercials.
* Social Media. During the nationwide
shutdown, more people returned to
social media for news and information,
including millennials who were at one
point tuning out of Facebook. Now 50%
are using the platform to get information
on COVID-19. We make sure our daily
posts can be read in about a second
and/or have a captivating image to
capture folks' attention as they scroll
through their feeds.
* Video. The IPC is increasingly using
video to tell its stories. We've recently
hosted several Facebook Live events and
have posted recipe demo videos. Studies
show that folks on average will spend
about 2.7 minutes watching a video
and that most senior executives (59%)
would rather watch a video versus read
if given the choice.
* Infographs. Infographs, which are
visual depictions of news, information,
data, etc., have been a part of our
communications arsenal for a few years.
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36
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On the IPC website there are close to two
dozen infographs on topics ranging from
the Big Idaho Potato Truck to Nutrition
Facts. This spring, when shoppers were
purchasing large quantities of potatoes we
created an infograph with storage tips. Per
Hubspot, an infographic is up to 30 times
more likely to be read than an article.
* Frequency. Most recently we increased
the distribution of the IPC's industry
newsletter, " The Pulse " and its consumer
recipe newsletter, " Let's Eat. " It's much
more effective for us to reach out to our
audiences more often - like once or
twice a week - with a short list of timely
items including photos, graphs and images
versus sending multi-page documents
loaded with information.
There are many other ways that we
encourage folks to actively look for the
" Grown in Idaho " seal when purchasing
potatoes. The examples I shared have
been most relied upon over the past
three months. As we all know, we're
living in unprecedented times and if news
consumption habits shift, we'll adjust our
initiatives accordingly. Please be assured
that the IPC is doing everything it can to
help promote Idaho potatoes.
Stay healthy and safe.
lenco-harvesters.com
made in the U.S.A

http://www.lenco-harvesters.com http://www.lenco-harvesters.com http://www.Spudman.com

July/August 2020

Table of Contents for the Digital Edition of July/August 2020