Mejores prácticas para entender cómo hacer marketing para productos de consumo (alimentos) en el 2014

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10 of the most delicious
opportunities for 2014
JANUARY 2014
All concepts, information and designs contained in this
presentation are property of Big Spaceship LLC.
© 2014 Big Spaceship LLC

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…and what to do about them.
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Our work in the food space with great brands like
Chobani, GoGo squeeZ, Fiji Water, Shake Shack, and
Skittles has made one universal truth very obvious:
People’s relationship with food is
quickly evolving.
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We care more about what we put
in our bodies and as a result,
we’re becoming more
demanding of our food options.
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Prompting questions like:
Who made this?
How was this made?
What’s in this?
Where did these
come from?

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Communal eating was traditionally centered
around the table, but we’ve evolved our behaviors
to include sharing at every point of the process:
inspiration preparation eating capturing the
experience
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We’ve identified
10OPPORTUNITIES
that can greatly impact food brands
across different business needs.

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01
MAKESUREPROMOTIONS
BUILDTHEBRAND
HOW TO GET NEW CUSTOMERS

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Don’t make it about the $$.
Price promotions, like coupons, aimed at getting new
customers actually damage the brand long-term because
the relationship being established is a transactional one
based on a discounted price point.
HOW TO GET NEW CUSTOMERS
SOURCE: 2013 IPA STUDY: THE LONG AND THE SHORT OF IT: BALANCING SHORT AND
LONG-TERM MARKETING STRATEGIES BY LES BINET & PETER FIELD
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Instead, add value.
Give customers something more, and appeal to their
emotions to draw them in. For example: For a one day
promotion in the summer of 2013, Uber offered ice cream
delivery with just a touch of a button.
HOW TO GET NEW CUSTOMERS
BRAND PROMOTIONS
SOURCE: HTTP://BLOG.UBER.COM/2013/07/17/UBERICECREAM/

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02
CREATEUSEFULCONTENTTOREACH
NEWBEHAVIORALSEGMENTS
HOW TO GET NEW CUSTOMERS

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A child can try a food
10-15 times before it
stops being ‘new’?
A child’s palate can start
developing in-utero?
What we eat when we’re
young can impact our taste
for the rest of our lives?
All these specific behaviors are perfect topics for
useful content coming from the perspective of a
greek yogurt brand, for example.
HOW TO GET NEW CUSTOMERS
SOURCE: MONELL CHEMICAL SCIENCES CENTER SOURCE: HTTP://WWW.DAILYMAIL.CO.UK/SCIENCETECH/
ARTICLE-2074799/ATTITUDE-FITNESS-FOOD-ENGRAINED-
CHILDHOOD.HTML
SOURCE: HTTP://WWW.BUBHUB.COM.AU/INFO/ARTICLES/
FEEDING-BABY-CHILD/TRYING_NEW_FOODS.SHTML
Did you know?

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Don’t limit your product.
It’s important to understand your customers’ different
needs and provide them with useful content.
HOW TO GET NEW CUSTOMERS
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03
BRANCHOUTINTOSOCIALCHANNELS
WITHANACTIVEFOODCOMMUNITY
HOW TO GET NEW CUSTOMERS

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HOW TO GET NEW CUSTOMERS
Engage the quirky and
super visual food lovers on:
300 million
unique monthly visitors
13%
of 18-29 year olds use Tumblr
215k
people track the tag #food
TUMBLR
40+ million
registered users
4x more
shared than other online videos
6 seconds
perfect for how-to food vines
VINE
150 million
monthly visitors
37% increase
in shares on Twi!er because
of Instagram video
1.6 million
posts tagged #nomnom
INSTAGRAM
SOURCE: HTTP://SIMPLYMEASURED.COM/BLOG/
2013/08/29/SHOULD-TUMBLR-BE-A-PART-OF-YOUR-
SOCIAL-STRATEGY/
SOURCE: HTTP://WWW.CONTENTSTANDARD.COM/
SOCIAL-MEDIA/VINE-DOUBLES-ITS-USER-BASE-TO-40-
MILLION-IN-LESS-THAN-THREE-MONTHS/
SOURCE: HTTP://DIGIDAY.COM/BRANDS/15-
STATS-VINE-AND-INSTAGRAM-VIDEO/

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$
HOW TO GET NEW CUSTOMERS
SOURCES: HTTP://ADAGE.COM/ARTICLE/DIGITAL/FACEBOOK-ADMITS-ORGANIC-REACH-BRAND-POSTS-DIPPING/245530/
HTTP://BLOG.MEDIAMATH.COM/BLOG/TECHNOLOGY/DRIVING-SALES-FASTER-WITH-INCREASED-ONLINE-CONSIDERATION/
Larger established social networks, like
Facebook, are moving towards a pay-to-play
model, meaning brands will have to pay to
have their posts seen. Research also shows
that people who engage with branded
content are more likely to purchase.

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04
MAKEYOURPRODUCT
THEFOCUSONSOCIAL
HOW TO KEEP YOUR EXISTING CUSTOMERS

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HOW TO KEEP YOUR EXISTING CUSTOMERS
Contrary to what you might think,
product-centric content is the
most successful for CPG brands.

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People share content that reveals
something awe-inspiring about
themselves or the world around them.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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SOURCE: NY TIMES: PSYCHOLOGY OF SHARING STUDY
They follow brands on social
for the same reasons.

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Product-focused content on social is a
reaffirmation of what people want and how
they see themselves.
ARTFUL TWISTS STAND OUT.
TOPICAL POSTS, WITHOUT RUSHING
TO BE ‘REAL-TIME’, ARE SUCCESSFUL.
AD-LIKE POSTS
ARE WEAKER.
CLOSE-UPS ARE STRONG. THEY
STAND OUT WHEN FAST-SCROLLING.
BRIGHT COLORS GIVE GOOD VIBES
AND STAND OUT IN THE FEED.
VS.
HOW TO KEEP YOUR EXISTING CUSTOMERS

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05
INTEGRATECUSTOMER
SERVICEINTOSOCIAL
HOW TO KEEP YOUR EXISTING CUSTOMERS

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It drives to purchase. It increases loyalty.
HOW TO KEEP YOUR EXISTING CUSTOMERS
People are already turning to
brands on social with customer
service questions.
SOURCE: FORBES 5/7/2012: ARE BRANDS WIELDING MORE INFLUENCE IN SOCIAL MEDIA THAN WE THOUGHT?
SOURCE: HOW 4 MAJOR COMPANIES REVITALIZED THEIR BRANDS
BY BEING GREAT TO THEIR CUSTOMERS ON SOCIAL MEDIA
SOURCE: HTTP://BLOG.GETAMBASSADOR.COM/SOCIAL-
CUSTOMER-SERVICE-INFOGRAPHIC/

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They should monitor conversations and
respond frequently.
Dedicate a team.
Don’t keep your followers waiting, they’ll
get upset.
Respond quickly.
Create a response map to different scenarios,
you don’t want erratic responses.
Be consistent.
Be friendly, even if certain comments aren’t.
Be positive.
Provide news or updates that your followers
would find valuable.
Be proactive.
1.
2.
3.
4.
5.
How?
HOW TO KEEP YOUR EXISTING CUSTOMERS

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06
THINKABOUTNEWNESS
DIFFERENTLY
HOW TO KEEP YOUR EXISTING CUSTOMERS

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Newness is the price of entry.
But it is largely defined by marketing
standards - new products, flavors, skus that
have been introduced to market.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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HOW TO KEEP YOUR EXISTING CUSTOMERS
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What if we think of newness
from the consumer’s perspective, as
something they might not have tried yet,
whether it is actually new or not.

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HOW TO KEEP YOUR EXISTING CUSTOMERS
@OIKOS GREEK YOGURT
I LOVE LOVE LOVE
BLACK CHERRY!!!”
“
@HONEYMAID
CINNAMON IS
MY FAVORITE!!”
“
@TRIDENT
TROPICAL FRUIT IS MY
ALL THE TIME FLAVOR”
“
Flavor is a great example.
Not only do consumers have seasonal interest in
particular flavors, but they love declaring their
favorite flavors.

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Look to your existing product line.
Your brand’s existing flavors and products are still new
to many of your customers. Seasonal messaging around
flavor is a great way to be fresh without having to launch
a new product all the time.
HOW TO KEEP YOUR EXISTING CUSTOMERS
SOURCE: GOOGLE TRENDS

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07
EDUCATEABOUTDIFFERENT
USESFORYOURPRODUCT
HOW TO GROW AND EXTEND YOUR BUSINESS

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HOW TO GROW AND EXTEND YOUR BUSINESS
Respond to changing needs.
There is a renewed interest in cooking and recipes as people
focus more on the quality of the foods they eat.

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HOW TO GROW AND EXTEND YOUR BUSINESS
Brands should be thinking of
creating useful content and tools
to facilitate new ways to cook or
use their products.
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Create content worth sharing that is credible
and authoritative.
Focus on quality.
Identify most frequently used keywords
around your topic and use them.
Be relevant.
Track the success of what you publish to
determine what you should continue to pursue.
Test & learn.
Build upon content that has already worked for you in the
past and remember, not everyone has seen everything
you’ve posted.
Revisit & improve.
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2.
3.
4.
Content is the
interface and
the best needs
to survive.
HOW TO GROW AND EXTEND YOUR BUSINESS

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08
EXPERIMENTWITH
E-COMMERCE
HOW TO GROW AND EXTEND YOUR BUSINESS

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People’s interest is
growing.
You control the
shelf-space.
It’s the frontier and a
quickly growing channel.
ADD TO CART
HOW TO GROW AND EXTEND YOUR BUSINESS
SOURCE: AD AGE: HOW TINY STARTUPS LIKE HELLO AND
800RAZORS ARE STEALING SHARE FROM CPG GIANTS SOURCE: COUPONCABIN.COM
As online shopping increases,
consumers are looking to buy food
products online as well.

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Create limited edition
online-only products
Create patterns around
seasonal offerings
Partner with other brands
to create unique menus
Develop product kits aimed
at behavioral segments
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2.
3.
4.
Think of
e-commerce as
a lab where you get
to test everything.
There is no failure, because you’re
constantly gaining new insights into
your product, audience, and market.
HOW TO GROW AND EXTEND YOUR BUSINESS

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09
PREPAREFORAND
RESPONDINACRISIS
HOW TO DEAL WITH THE UNEXPECTED

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HOW TO DEAL WITH THE UNEXPECTED
An inevitable truth.
Kraft String
Cheese
735,000 cases
Smucker Grits,
Cornmeal,
Cornbread
Products
Plum Organics
Baby Stage 2, Mish
Mash, Kids
Products
Trader Joe’s
Salads &
Sandwich
Wraps
90 tons
National Beef
Packing Beef
Products
22,737 lbs
Crunch Pak
Apple Slices
5,471 cases
2013 recalls

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HOW TO DEAL WITH THE UNEXPECTED
Be easy to find
1.
2.
3.
4.
Don’t be caught off-guard. Have a plan in place
to address potential crises.
The longer you wait, the harder it will be to
manage the conversation that can quickly escalate.
Plan in advance
Respond quickly
Be human
People want to deal with people, not faceless entities.
Involve a spokesperson, your founder or CEO.
Optimize all your messaging for search. Make
sure your customers can easily find what you
have to say on the matter.
You can curb
negative public
opinion.

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10
USEDIGITALTOOLSFOR
SELF-IMPROVEMENT
HOW TO HELP YOUR COMPANY GET SMARTER

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A competitive
advantage.
16%
31%
19%
20%
15%
BIG DATA AND
ADVANCED ANALYTICS
DIGITAL
ENGAGEMENT
OF CUSTOMERS
DIGITAL ENGAGEMENT OF
EMPLOYEES, SUPPLIERS, OR
BUSINESS PARTNERS
AUTOMATION
DIGITAL INNOVATION OF
PRODUCTS, OPERATING MODEL,
OR BUSINESS MODEL
HOW TO HELP YOUR COMPANY GET SMARTER
A visualization of the % of
expected increase in income,
related to digital business, that
is attributable to 5 digital trends.
SOURCE: MCKINSEY: BULLISH ON DIGITAL - GLOBAL SURVEY RESULTS

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HOW TO HELP YOUR COMPANY GET SMARTER
Communicate important sales, analytics, and
campaign metrics with various departments.
Newsletters
Invest in keeping your team up to date on
digital trends and technologies.
Workshops
Partake in a Hack Day where employees focus on
solving a company challenge with digital solutions
Hackathons
Consider a bespoke internal communications
platform that enables connection and fosters pride
across all departments.
Custom internal platform
1.
2.
3.
4.
Invest in
yourself.
$
$ $

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In summary
Makesurepromotionsbuildyourbrand
Createusefulcontenttoreachnewbehavioralsegments
Branchoutintosocialchannelswithanactivefoodcommunity
Makeyourproductthefocusonsocial
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2.
3.
4.
Integratecustomersocialintosocial
5.
Thinkaboutnewnessdifferently
Educateaboutdifferentusesforyourproduct
Experimentwithe-commerce
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7.
8.
9. Prepareforandrespondinacrisis
10. Usedigitaltoolsforself-improvement

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We would love to talk to you
about these opportunities, food,
and above all, the internet.
Thanks.
www.bigspaceship.com
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