RCTB Reports 2024 Marketing Benchmarks

NEWS & UPDATES February 3, 2025

RCTB Reports 2024 Marketing Benchmarks

RCTB exceeded its goal of 75,000 visits to the online retail locator and sustained (and grew) consumer interest in the locator throughout the holiday season.

In partnership with FleishmanHillard, RCTB sets annual benchmarks to measure the effectiveness of its public relations and marketing campaigns, while gathering data that is used to determine consumer trends and adjust messaging accordingly. On January 16, RCTB reviewed data from the 2024 season. Highlights are as follows.

 

  • RCTB’s online retail locator secured more than 118,000 sessions, exceeding RCTB’s goal of 75,000
  • RCTB exceeded its goal of 20,000 visits to the online newsroom by garnering 20,758 visits
  • 2,070 total RCTB media placements showcasing real Christmas trees were secured, and 16 in targeted outlets including Real Simple, USA Today, CBS News, CNBC and Good Morning America
  • RCTB also secured 6.3 million impressions via its influencer program and an additional 23 million impressions through paid social programs on Meta and TikTok
  • Survey results indicate that 36% of consumers indicated they would “probably” or “definitely” buy a real tree. After being exposed to a RCTB messaging, purchase intent increased to 43%.

RCTB’s influencer partners garnered more than 6.3 million impressions. Videos also were popular with consumers, securing more than 4.5 million plays.

RCTB’s paid social placements exceeded expectations with 23 million impressions for a $0.72 cost-per-click (coming in under the goal of $0.75 cost-per-click).

RCTB-funded Research Projects for 2024-25

The RCTB Board approved eight research projects for 2024-25, investing more than $200,000 in research. Over the past few weeks, we have been showcasing the various research. Below is a summary of one of the approved projects.

Evaluating New Herbicides to Manage Resistant Weeds in Christmas Trees– Oregon State University – Dr. Marcelo Moretti

 

This proposal aims to expand evaluations of chemical weed control in Christmas trees by the

Department of Horticulture at Oregon State University. In previous studies, we assessed the effectiveness of tiafenacil and florpyrauxifen-benzyl. Both herbicides demonstrated promising

results in managing troublesome weeds in Christmas tree plantations, but further investigation

is needed to verify their safety and efficacy during the growing season. Tiafenacil, a foliaractive

Group 14 herbicide, was consistently safe for Christmas trees across all studies. However, none of the trials examined its impact on non-dormant trees with foliage exposed to the herbicide. Additionally, combining tiafenacil with other postemergence herbicides could enhance weed control on Christmas tree farms. We will initiate the evaluations of two new herbicide commercial mixtures for testing: nicosulfuron plus tolpyralate (Katagon) and florasulam plus halauxifen-methyl (Quelex). Chemical weed control plays a crucial role in the quality of commercially produced Christmas trees.

 

In contrast to tiafenacil, florpyrauxifen-benzyl proved safe for Christmas trees only when direct

contact with foliage was avoided. This work will test the possibility that treatment with

florpyrauxifen-benzyl applied in early winter may not harm dormant Christmas trees. Previous

research has indicated that florpyrauxifen-benzyl is effective when mixed with glyphosate,

highlighting its role as part of an integrated strategy for managing herbicide-resistant weeds.

This proposal seeks to evaluate tiafenacil and florpyrauxifen-benzyl in Christmas trees further,

and initiate the evaluation of two additional herbicide mixtures: nicosulfuron plus tolpyralate

and haluxifen-methul plus florasulam. The research will be conducted at OSU’s research farm

and in local Christmas tree producers. Results will be shared at local and regional meetings to

promote optimal use of registered herbicides and to explore new products. Ultimately, this

project aims to support future herbicide registrations tailored to the needs of the Christmas tree industry in Oregon.

Assessment Deadline February 15 — Easy Online Payment System Available

RCTB encourages growers to submit their payments through the new Grower Portal, which offers a secure online process. As a reminder, the deadline for payment is February 15. A $250 late payment charge is applied for any assessments not received within 30 calendar days of the due date and a $500 late fee for 90 days of delinquency. A 1.5% per month interest (applied to the outstanding balance and late payment charges) also is applied to any accounts that are delinquent after 30 calendar days.

 

RCTB’s new Grower Portal offers growers a safe and simple means of paying assessments online using the ACH payment process.

If you opt to mail your payment, please send all assessment payments to:

 

CTPB Bank Lockbox

P.O. Box 306403

Nashville, TN 37230

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