Are you following a good food marketing strategy? Find out with our 5 steps checklist!
Having a marketing strategy in place is crucial for any company size. It helps teams to work towards a specific goal with the help of specific activities. It also helps to stick to those activities for a long enough time, so that your message can actually be remembered by your target audience. Hence, sometimes even the biggest companies do not always have a strategy in place, or it is not shared with the entire staff, so everyone can work towards the same aim. In this article, we want to give food brands some hands-on advice on how to easily set up a food marketing strategy - and stick to it!
5 steps towards successful food marketing:
Identify your goals Not knowing your goals is like betting on a horse, not even knowing how much money you might be able to win (or loose) depending on how the race turns out. You should always make sure that you are working towards goals with the right activities, so those goals can actually be met. One system that usually helps coming up with business and strategic goals is the SMART concept. Your goals should be Specific, Measurable, Achievable, Relevant and Time-bound, so you can make sure it is possible to achieve them within e.g. one business year.
Conduct a competitive analysis Betting blindly on a horse is even worse if you do not know who the horse is competing against on that specific day. You should always conduct an in-depth analysis of the competitors on the market, and make sure you understand why people buy from them. Afterwards, understanding your own strengths, weaknesses, opportunities and strengths can help very much to identify your niche, sales opportunities and benefits of your products. Running that kind of analysis again and again over time should be part of any food marketing strategy.
Profile your customers Knowing who the competitors are is one thing, but knowing who you are selling to is even more important. Looking at your ideal customers, their needs, wishes, emotions and demographics always helps to understand what your target audience is really interested in. One common mistake especially young food brands make is to think they are selling to everyone, and therefore not creating a buyer persona. If you are not positioning your brand for one specific target group, and shape your messages accordingly, nobody will ever get the chance to remember you for anything. Even multinational brands that actually sell to “everyone” have a brand persona in mind when creating their messages. Because otherwise, you are not selling to everyone but to no one. You should also make sure to divide between a tactical and a strategic brand persona, so that you can design perfectly fitting messages for both of them, in case they are very different from each other.
Profile yourself and get a brand persona Knowing who you are is really important before you start sending out messages to your audience, as knowing who you are influences the topics you speak about, the way you speak about them, how often and where you speak. You need to know (and sometimes reshape over time) who you are and want to be, and match your ways of communication with that image. Otherwise, your tonality will always vary, and people have a hard time remembering you for anything.
Pick the right marketing activities With all of the above mentioned in mind, you can for sure already tell that there will be a difference between the marketing activities a B2B company with a classic, 50+ years target audience should pick, compared to e.g. a hip food startup with a teenage audience looking for trendy new flavours. No matter what your setup is, the right marketing activities will come to you if you have gone through steps 1-4 thoroughly. And then, it is about going live and testing if your assumptions were correct, or if maybe some of the activities you thought would work did not (or you found some others that surprised you by how well they actually performed). Testing and adjusting is a very important part of any good food marketing strategy, as only this really tells you, which way you should move forward.