The food and beverage industry is a very competitive space. According to the Bureau of Labor Statistics, 13% of typical household expenses goes to food. For a food business, this translates to great opportunities – but only if you’re able to effectively take a slice of the pie. You can do this by having a comprehensive marketing plan.
To be competitive in this market means to evaluate every aspect of your business. Make sure you’ve got everything covered – from the quality of your product and packaging, down to your market presence.
Sounds like a lot of work? Here are some marketing plan tips you could follow.
Awareness and Positioning
It doesn’t matter how long you’ve been in the industry. If no one knows your brand exists, no one’s going to buy from you.
The great thing about marketing your products these days is that you have a lot of options to introduce your brand. Online, you could start an email marketing campaign, a social media ad and even a search marketing campaign.
When it comes to brand positioning, put yourself in the shoes of your customers. How do they identify with you? How do they engage with your products? To decide on your brand position, it’s important to get to know your target market. Developing buyer personas can help you do this.
Unique Value Proposition
So, you’re selling frozen dinners? With hundreds of options on the market, what makes yours stand out? Identify your unique value proposition, in other words, a factor that differentiates you from your competitors and make this a focal point of your marketing campaigns. You could even showcase it on your packaging to make a statement.
Recognition and Packaging
Your product’s packaging is a perfect marketing tool. A unique and eye-catching package could easily attract the attention of new customers. It also helps your current customers remember you.
Your logo also plays an important role in brand recognition and is very important in marketing – especially online. You could use your logo as your profile picture in various social networks. Additionally, you could use it as a watermark for the social media images you create for your brand – further improving brand recognition when these images are shared.
Social and Online Presence
Social media is an amazing venue for marketing your food and beverage products. You know what they say, people eat with their eyes. What better way to entice your audience but with amazing photos of your products?
Whenever possible, use your own photos and avoid stock images. Additionally, create posts that they can easily share with their own networks.
Apart from social media, you could improve your online presence by optimizing your website so you appear on the results page of search engines. To do this, identify words or phrases that your target customers use to search for your products. Create valuable and relevant content and make sure to use these words and phrases across your site.
The popularity of social media gave rise to social media influencers. These are people with a large number of engaged followers. Working with brand ambassadors expands your market reach and improves brand awareness. Because these social media influencers are trusted by their followers, a positive review or recommendation from them could easily increase leads and sales.
Rewards and Incentives
Rewards and incentives could help boost new customer acquisition and return customers. Think about giving exclusive offers to your email subscribers or social media followers. A referral program is also a great way to encourage buyers to recommend your brand to their family and friends.
Marketing your products doesn’t have to be difficult. With experts by your side, you can start developing a sound marketing plan that not only puts the word out about your brand but also increases your ROI.
Ready to take a slice of the pie? Send us a message or call us to learn how we can help.