PowerPoint Presentation Food Marketing

Food Marketing
Workshops
Auckland and Christchurch, June 2017
© 2017. Marvellous Marketing Confidential. All rights reserved. 1

Objectives for today
• To share practical examples of brand strategy
and communication to help you with your
marketing
• To learn about the importance of Storytelling
• To understand the role of content in your
marketing communications
• To give you some tips to help with your social
strategy
• To network with other producers
• To have fun
Welcome

Presentation Overview
Setting the scene
1
Introductions
All
2
Brand Case Study
Fix & Fogg
Kathie
3
Storytelling
Nicola
4
Packaging design
and print
Camilla
5
Content/PR/social/
website/edms/etc…
Nicola
6
How can we help
you/Marketing Packages
Kathie & Nicola
7

Digital Media is the Growth Area
Websites Blogs e-Newsletters e- zines
Videos Electronics Billboards Social Media
Key Digital Media
Whilst print is being used less
and less integrated
media solutions with a combination
of digital
and print are effective. Some
people still prefer to get their news
from print media.

Change in Food Shopping Habits
Specialty food stores,
on line shopping and
home delivery,
plus farmers’ markets
are all growing

Word of mouth
recommendations are
more important than
ever before

Introduction

BRAND STRATEGY

• Your brand is the entire experience
your customers and prospective
customers have with your company
and product
• You must have a well differentiated
brand to be successful
• Know your target audience
• It’s important to put equal emphasis
on making a great product as well as
a practical brand strategy. Too many
kiwi producers put too much focus on
their product and not enough on their
brand strategy.
Brand Strategy

• In developing your brand strategy you must have a
strong value proposition and one which opens up
distribution opportunities.
• More than ever before the power is with you to grow
your brand awareness and sales through having a
strong content plan that is shared across your website,
social, e-newsletters, trade marketing and publicity.
• Social media can be a very good marketing tool as long
as you understand how to get engagement and build
followers. This means committing time and resource.
• Digital media (websites, e-newsletters and social)
provide a unique opportunity to market your brand and
can be reviewed and measured, so you can learn what
works and what does not.
Brand Strategy (Continued…)

• Publicity and quality endorsement remain very good tools to grow brand
awareness, trial purchase and market profile.
• Targeted sales strategies are very important with continued growth in on line
sales, farmers’ markets and specialty food stores, as consumers seek out quality
product.
• Trade shows and food shows or festivals are important for sampling but pick and
choose which ones match your target audience. These shows all have a product
life cycle.
• Big supermarket chains are expensive to do business with and make it hard for
smaller producers to deal with them.
Brand Strategy (Continued…)

Product Strategy
• Set out to produce the world’s best peanut butter
• Developed the recipe and played around to get
taste and texture perfect
• Highly value the people that make their product
• Use a tasting panel to get feedback
• Producing a healthy product was important to them
• New product development focus – new Peanut
Butter flavours often in partnership with other
artisan producers
Case Study : Fix & Fogg

Target market defined
• Health conscious foodies who appreciate good quality
• Have not narrowed this on age or gender
• The biggest segment to engage with Fix and Fogg on
social media are females aged 18 to 34 years old

Brand strategy Photography and Video Brand Story
• They always had a vision for Fix & Fogg
• An aspirational brand with a point of difference
• Spent time to develop a good brand name (after
the adventure characters from Around the World
in Eighty Days)
• Created a different story around multiple uses for
their peanut butter
• Sustainability was important to their business
• They won’t align their brand with brands that
don’t fit their brand strategy
• Has been the gateway to their success
• They knew that photos would build brand
personality and create a point of difference
• Shoot 20 to 30 new images every two months
• Recognise the importance of brand story as
creating a point of difference
• Wrote the brand story themselves but used a
professional writer to edit and improve
• Always updating it
Fix & Fogg put equal emphasis on product development
and brand development

Social Media
• Has played a HUGE role in their success
• #pbpals and #fixandfogg for people posting about them or if they repost their shots using Fix
and Fogg product
• Strong engagement
• New photography on-going
• Video content
• Interactive (followers regularly post images with their brand)
• They get at least two new recipes per month from followers
• Giveaways work very well
• FB advertising strategy– to friends of friends
• Always reply to posts
• Turn negative feedback into positive by responding and offering to send free samples
Marketing Communications

Facebook Giveaways
1.5k comments – 47 shares
7.9k comments – 90 shares

New Product Launches
Honey Peanut Butter
with J Friend & Co NZ Artisan Honey
Peanut butter bar –
Wellington Chocolate Factory

Promotion of Newsletter

Recipes and Serving Suggestions

Plenty of Fresh Content

Website and Publicity
Website Publicity
• Their brand window to the world
• The site reflects their brand personality, tells their story
and promotes a vast array of recipes
• The hub of their brand - they drive people to their
website via social, PR, advertising and their quarterly e-
newsletter
• Offer delivery anywhere in NZ for $3 to promote trial
purchase
• Shopify template excellent
• Has been the gateway to their success
• They knew that photos would build brand personality and
create a point of difference

Promoting Award Success

• Charity Marketing Strategy:
• Identified charities that support lower economic groups or cancer related causes to donate
product to City Mission, Women’s Refuge, Ronald McDonald House
• Product partnerships:
• Wellington Chocolate Factory – chocolate bars
• J Friend & Co Honey – Honey Peanut Butter
• The Caker and Karen Walker (Fix & Fogg Peanut Butter Dark Chocolate Cookie)
• Trade marketing and partnerships:
• Distributors are partners and that is how the relationship is viewed
• They are a key part of any new brand roll out and involved at an early stage
Associations and Partnerships

• Brand Strategy – had a strong vision for
Fix & Fogg
• Created a unique brand story
• Research
• Their people are valued and they have established a
very positive team culture
• Generous product sampling
• Photography has been a gateway to PR and social
success
• Using social media very effectively
• Out-sourced expertise (e.g. copywriting, design,
photography, recipe development)
• Working ‘in the business’ as well as ‘on the business’
• Learning from their mistakes
Fix & Fogg – Key Success Factors

Expert Industry Knowledge
• More than 45 years combined experience working
with food, drink and lifestyle brands
• We know the influencers personally
• A vast network of food and media contacts
We Can Make a Difference
• Creative thinkers
• Work with experts e.g. food writers, recipe developers,
photographers, designers etc
Deal with the Owners
• We don’t hand accounts over to juniors when the business
is won
Fixed Fees
• No hourly rates – means you can manage your budget
Why Marvellous Marketing

STORYTELLING

STORY TELLING
Is the art of
sharing a story

Why do brands need
to tell a story?

You must inspire
users

A unique story sets
you apart from the
competition

Claiming you are
better than the rest
isn’t enough

You must build real
connections with loyal
customers

You must build a
strong company
culture with shared
goals

You want to build
brand equity that will
reward you and your
investors

Story telling builds
love, trust, loyalty and
ultimately profit

STORYTELLING TIPS

Brand Story
Identifies the
problem
Solves the
problem
Authentic
Makes a
Promise

Brand Story
Walk in the users
shoes
WITFM Friend Test Time

Brand Story
No longer than
one page
Elevator Test
50 and 100 word
versions
The basis for
every brief

PACKAGING
BOOT CAMP

• Print in smaller quantities
• Make labels changes whenever you want
• Full colour high quality
• Target your customers individually
• Get creative
• Protect the environment
All you need to know about digital printing

• Application
• Winding Style
• Temperature
• Surface Type
• Product Shape
• Preferred Finish
• Longevity
Order the perfect label

CONTENT MARKETING
BOOT CAMP

• Building a brand by marketing by creating and
sharing of online material (such as videos, blogs, and
social media posts) that does not always explicitly
promote a brand but is intended to stimulate interest
in products and services and build relationships with
customers and potential customers.
• Using all the tools available to you to tell your brand
story and share insights and ideas which are aligned
to your brand
• BUILD AN AUDIENCE OF PEOPLE WHO WANT TO
BUY YOUR BRAND BY BUILDING A
RELATIONSHIP WITH THEM
What is Content Marketing?

How?
1
2
3
4
Research
Plan
Implement
Review

• Who is buying your product?
• What do they like?
• Where can you find them?
Research

Plan

• FACEBOOK
• INSTAGRAM
• WEBSITE
• BLOGS
• EVENTS
• ENEWS
• MEDIA ENGAGEMENT
• SALES COMMUNICATION
Implement

Review

1. PLAN
2. VERIFY
3. COMPETITIONS &
COLLABORATION
4. REDUCE TEXT ON IMAGES
5. NO PAY NO PLAY
Five Facebook Tips

HOW WE CAN MAKE IT EASY FOR
YOU

BRAND COMMUNICATIONS AUDIT
Receive review of what’s working and what’s not with suggestions for further development:
• Brand Story
• Website
• Facebook
• Instagram
• E-news
• Trade Marketing Communications
Only $500 (offer available until the end of June 2017 only)
Marvellous Marketing Special Food Producer Offers

MEDIA ENGAGEMENT AND SAMPLE SEND OUT
Marvellous Marketing will meet with you to decide upon news angle, draft media
release and send samples and release to appropriate media.
We will report back on media feedback and results of engagement.

BRAND STRATEGY
Develop a brand strategy, the definitive document that guides all brand activity and outlines
marketing communication over 12 months including detail on
• Brand Story
• Product
• Media Engagement
• Website
• Facebook
• Instagram
• E-news
• Trade Marketing

None of this would be possible without the support of

PowerPoint Presentation Food Marketing

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