News - Awards
Promotion and marketing tools Quality benchmarking is an important outcome of AIOA entry, providing many growers with confidence in their practices and products. Equally as important is the increased brand recognition provided by the opportunity to promote the medal and/or trophy-winning quality of their products. Sky-rocketing sales and the ability to increase the prices of awarded products are common feedback from winners. With that in mind, the AOA works hard to deliver commercial marketing benefits for winners of an AIOA medal or trophy, from the award announcements and beyond.
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Media awareness
“We prepare a media release prior to the announcement of the winners, which is sent out immediately after the event to a comprehensive database of media, communicators and stakeholders across the globe. It provides details of the year’s major award winners across all product categories (EVOO, table olives and flavoured oils), along with an overview of the year’s entry and medal statistics, and a link to the full results,” AOA CEO Greg Seymour said. “This year’s has been particularly successful and has resulted in articles across national and regional media outlets, and globally on social media. Winning growers have had a strong response from local media in particular, with feature articles published and/or on the way. “The release was also sent out to all entrants and we’ve had enthusiastic feedback on its value to growers: they’ve been able to forward it to media and stakeholders in their regions, and it’s spurred further coverage and promotion for their brand and products. “We realise that not everyone is comfortable ‘tooting their own horn’, so it’s a way we can help growers get the word out about their success in a simple, fast and professional format.”
Results book
Another hugely successful marketing tool is the AIOA Results book, produced for the first time in 2019. The full colour, glossy A4 publication is a comprehensive overview of the competition, encompassing judging criteria and methodologies, statistics and trends. It also provides a visual celebration of producers’ success, with each trophy and medal winner featured individually, including a professionally-photographed product image. “A copy was sent to all entrants, providing valuable feedback on
10 • Australian & New Zealand Olivegrower & Processor • December 2020 • Issue 118
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their winning products which they can use in their marketing and promotion,” Seymour said. “It’s a quality publication, and makes a great addition to a farmgate store or farmers market stand, or as part of your marketing kit when approaching potential retail or food service customers.”
Get a copy
The 2020 AIOA Results book can be downloaded from the competition website – www.internationaloliveawardsaustralia.com. au and hard copies are also available. Just email Liz Bouzoudis at secretariat@australianolives.com.au with your name and postal address, and she’ll send one out.
