99% of American households will have turkey on Thanksgiving Day, but the industry’s trade group, the National Turkey Federation, wants more turkey on the table during the rest of the year, and it’s using the web to help accomplish that. The group has a year-round consumer web site, www.eatturkey.com, that offers recipes and cooking and buying tips. This week it’s boosting site content with the launch of its annual online How-to guide for Thanksgiving.
The site gets about 22,000 visitors per month during the rest of the year, but as the Thanksgiving and Christmas holidays approach, that number soars to 350,00 a month, according to the Washington, D.C.-based group. That provides maximum exposure for its e-mail program, in which visitors are offered the opportunity to register to receive recipes year-round via e-mail, either once a week or once a month. The e-mail recipes are geared to seasonally-appropriate ways to serve turkey products during the rest of the year.
The consumer site functions as more of a public service vehicle during the holidays, when consumption in the $7.8 billion turkey products market is already at its highest, and as a marketing vehicle during the rest of the year, which provides more of an opportunity to expand consumption, a spokeswoman says.
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