National Fancy Food Show presentation

The Trailblazer Path to Extraordinary Brand Growth…

Your Business Future?

Super Target Value Proposition Higher Purpose Power Positioning Social Media Communication Trailblazer

Brands are no longer in control – the consumer is now running the show…

Chef Michael Chiarello Video…

Mad Men Model: Interrupt, Imprint, Persuade

Push-Button Marketing is Dead.

If You Build It They Will Come?

Today, successful brand relationships are like the ones we have in real life…

Achieving traction… How? RELEVANCE MEANING CONVERSATION LOVE EMOTION

Trust not intrusion… It’s less and less about intrusion…

Competition is no longer at the shelf, in frequency of promotions or tonnage in “push” communication….

What you ultimately need to grow business: changes in consumer attitude and behavior…

The battle is in here first…

People are not fact-driven, analytical decision-making machines…Rather our brains are “expectation creation” machines…

OVER CHOICE

Commoditization and Saturation SAMENESS

Milk-mania: Whole Fat-Free 1% 2% Lactose-Free Vitamin D Fortified Protein Enriched Organic Soy Rice

Absence of trust
Too much choice
Lack of distinctiveness
Confusion
Skepticism
Not enough time
Too much noise

Yeah, Whatever…

Your goal as a business is NOT to acquire customers to make more money. Your goal is to use money to acquire and keep happy customers…

Stop Transactional Thinking!!

The intellectual space a brand can own is in direct proportion to its meaning and value to the consumer…

“ Science now proves what brand strategists have always sensed . We human beings have a need to believe in and act upon something that’s greater than ourselves… Let’s realize the significance of this discovery and impress upon ourselves that a brand is a belief system. Want greater rewards? Then impart your brand with greater meaning…”

Brand Behavior Boot Camp
Be different – Gets attention
Be desire-able – Ignites interest
Be real – Creates trust
Be interesting – Generates support

Relationship driven Trump expectations New category creation Exude uniqueness Disrupt conventions Trailblazer

Assessing Brand Strength High Uniqueness Low Relevance Low Uniqueness Low Relevance High Uniqueness High Relevance Low Uniqueness High Relevance Uniqueness… In brand’s ability to deliver a solution Relevance… Consumers truly care about and are interested in your proposition

Brand Value Continuum Interesting or Unique Twist Remarkable and Naturally Alluring Just Another One Surround with External Meaning Requires Validation and Buzz Experience and Engagement Pricing Pressures Value Proposition Expectation Driven SOLUTIONS CONDITIONS

Brand Value Creation Wedge Under Leveraged More Powerful Understood Less Powerful Functional Value Financial Value Intangible Value Emotional Value

Emotion drives purchase Emotion drives purchase

Your mission: create links to consumer passions…

Apple sells popular culture
Pampers sells parenting guidance
Harley sells socially acceptable rebellion
Nike sells sports passion
Dove sells respect for natural beauty
Corona sells relaxation and aspirational vacation
What’s Your Higher Purpose?

Identify and understand the Food Super Target…

Engaged in culinary behaviors
Enjoys shopping at supermarket – early adopter
Respects food heroes -- Chefs
Consumes food media
Likes to experiment and create in the kitchen
Adopts professional cook techniques for home use
Gets emotional payoff from cooking/taste experiences
Authority on food trends
The Food Adventurer…

Food Adventurer Brand Value Proposition PRICE HIGH QUALITY CONVENIENT DELIVERS TASTE PERFORMANCE REWARDS LOYALTY TEACHES ME TO USE MAKES COOKING FUN & ENTERTAINING HELPS ME REALIZE MY CULINARY PASSIONS UNDIFFERENTIATED EXPECTED DIFFERENTIATED UNEXPECTED BRAND “ SAMENESS”

Your name is the brand that feeds and nurtures the consumers’ passion for creativity, self-expression, discovery, sense of family and enjoyment with cooking.

“ Together we can help you do it yourself…”

Feeding the Passions of the Food Adventurer

Collaborate with heroes
Teach and educate
Construct brand experiences
Build Share of Countertop
Create an enable community
Bring compelling value to existing routines
Steps to food brand relevance…

Power Positioning -- unique, different = new category creation…

Map the Circle of Influence…

Wheatley & Timmons Brand Trust Ladder INVASIVE Telemarketing, spam PUSH Ads, promos, direct mail AUTHENTIC Experiences Events VALIDATION Trusted Influencers Character of Customer Interaction Communication ROI Relationship Driven Transactional Tuned Out Engaged Trusted Disbelief

Social media is word of mouth on steroids
Social media can help create customers

If Facebook were a country it would be larger than Japan.

Your new food media tool kit…
Social media platform
Videos
Podcasts
Blog
Links
Photo gallery
Interactive webcasts
Recipe sharing
Experts and credible third parties

How do we continuously create energy and word of mouth through specific actions that add value to our customer’s lives?
Does your product, it’s packaging, Web site and communication cause people to stop, look and listen?
Is it unexpected? Desire-able? Newsworthy?
Would people tell others about it?
Communications planning…

A higher purpose leads to a relationship… A relationship leads to engagement, mattering and preference… And that generates sales. Trailblazer

Bob Wheatley
Wheatley & Timmons, Inc
312-755-6200
[email_address]
Blog: brandtrailblazers.com/blog
Web: www.wheatleytimmons.com

National Fancy Food Show presentation

by Robert Wheatley, Wheatley & Timmons, Inc. on Jan 12, 2010

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National Fancy Food Show presentation — Presentation Transcript