The secrets of food and drink marketing

January 10, 2017 | Author: | Posted in Food and Drink

Marketing is a very important aspect for any brand or business and more so for the food and drink industry. For food and drink brands there are many stages that need to be considered and all of these depend on a variety of factors such as type of product or service, target market, long term objectives and media outlets.

Either way the first stage applies to most food or drink products or service; that is identifying the unique selling points and long term objectives. Recognising these at the first stage will help create the key communication messages and also clarify the goals that need to be achieved. For example long term objectives could range from gaining listings in multiples, consumer awareness, raising the profile of the brand, attain the attention of chefs, restaurants and eateries to increase in turnover and sales.

The second stage is where there the specific target market is identified; this will affect the implementation of the marketing as the audience will determine where your marketing efforts will be displayed. For example the target audience could vary from consumers, foodies, buyers from the multiples to industry chefs, cost sector and many more depending on the brand or company’s objectives.

Part of this stage incorporates the different types of marketing that can help a food or drink product or service. For either product or service image is essential therefore branding, design, packaging and marketing literature are fundamental in creating a polished brand or service. At this stage PR is also vital in creating a solid reputation for your brand or service; this will help create awareness and also start elevating the brand image which will ensure you generate sales and stay ahead of your competitors. Ideally working with a food and drink specialist brand, PR and marketing agency will ensure that all services from design through to packaging and PR can be dealt with in house. Not only is this a cost effective and streamlined way of working but their knowledge and skill will aid your brand. In addition the agency will be able to offer useful advice that is relevant to the food and drink industry and create fast track introductions in to the industry.

The third stage of food and drink marketing is where the implementation takes place, many different types of media and outlets need to be considered therefore depending on your brand or service some will apply some may not. For example when it comes to public relations your brand or service will need to consider press releases, product placement, celebrity or chef endorsement, taste testing, case studies, testimonials and feature articles. Not forgetting to identify press and publications where your brand needs to be seen which can include online, B2B and B2C media. Also more specific marketing such as e flyers, data collection, newsletters, promotions, discounts, competitions, videos and presentations are essential to the final execution of the strategy.

In addition to the third stage is online and social media strategies and practicing social media marketing without wasting precious time. Creating a cult following, allowing a place for fans and followers to interact with your brand and creating an online community with your clients and people within the industry is necessary for brand awareness, promotion and sales.

The final stage is dealing with enquiries, once your brand has been perfected and you have targeted the right media and online outlets your target audience will start noticing your brand and service. Continuation is integral at this stage as this ensures you are always in front of your target audience and one step ahead of your competitors at all times. If all aspects of the strategy are continuously followed then there is no doubt enquiries will start flooding in, at this stage it is up to the sales and management team to ensure enquiries are turned in to sales.

Overall when it comes to food and drink marketing it is best to approach a good food marketing agency to help you, and one that is knowledgeable in food PR and marketing specifically.

Article by CLIP Creative and PR a specialist food and drink PR and marketing agency in London and Nottingham

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