Radio Promotions in Colombia Increase Sales for COTTON USA Licensed Brands
COTTON USA used three radio programs in Bogota to communicate the advantages of U.S. cotton to Colombian consumers, resulting in increased sales of U.S. cotton-rich clothing at retail. The radio spots promoted apparel collections from three COTTON USA licensed brands: TENNIS, GEF MAN and KOAJ. Consumers purchased about 7,300 U.S. cotton garments from the brands, mainly jeans, during the three-day promotional period.
Some 189,000 people in Colombia listened to the three programs on the radio, which included interviews with brands representatives and special reports on U.S. cotton’s benefits. COTTON USA amplified awareness of the promotion through banners and digital posts via the radio station, licensees as well as the www.cottonusalatino.com website and social media.
COTTON USA used funding from the U.S. Department of Agriculture’s Market Access Program (MAP) for this promotion. COTTON USA licensees contributed to the activity with giveaways for consumers who made purchases during the promotional period. Displays made with cotton bolls vividly called attention to the U.S. cotton content in the garments.
During the promotional period, COTTON USA reached about 635,000 people and had 5,184 clicks on Facebook, as well as reached about 69,860 additional fans through radio stations and websites.