During a lunch interview, Kent Shoemaker, the EVP, asks a young prospect for “2-pages of what makes FreshPoint?” The literal answers are the mission and value statements to the left, but the real question is "how can FreshPoint grow?"
The decision to make a blog in response to Kent's question came from statistics that show social media is an advantageous medium. By providing employees with an opportunity to engage with customers, blogs can help FreshPoint research growth opportunities, sell produce, extend the FreshPoint brand and ultimately see a ROI.
Today, customers evaluate companies differently. They're interested in personality, values, and authenticity. Potential customers want their first step to be a personal one. Today the business process looks like this: 1) Develop a relationship 2) Start buying from a company. When a company has a blog, it sends the message that it wants to get personal, it values its customers, it is putting a real effort into building that mutually beneficial relationship. Whether FreshPoint is located next door or on the other side of the world; because of the blog, buyers can get to know us before they take the leap.
But why would new marketing techniques be valuable to a successful company? A vast new stretch of the information highway opens up when blogging begins. The upcoming Generation Y are moving into positions with purchasing power. They expect this form of outreach.
Potential customers are out there, sniffing around for deals and partners. The blog is an innovative tool to efficiently communicate our passion for the produce business.
Food for thought: Can FreshPoint generate ad revenue from a blog spot?
It is our pleasure in…
Serving you,
FreshPoint
www.freshpoint.com
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