Direct marketing, relations with associations, digital communications… for real results we must be guided by the market.
In Greece, as in any country, each sector has its own specific characteristics which must be considered if we are to run successful promotions. The agricultural sector, for example, remains very much off-line so the best way to reach it is through direct marketing. The trade organisations are vital points of contact, not only to reach the right people but, more importantly, they can pass on the information via their website or newsletters. Plus, their credibility in the eyes of professionals reinforces the message. This does not mean we can ignore social media because major agri-food companies are very active on these channels, so it is a good way to reach them.