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National Fancy Food Show presentation

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This is my presentation for the National Fancy Food Show in San Francisco on January 18th, 2010. My seminar is titled "Marketing Food Brands with Emotional Firepower: How to Build Brand Preference and …

This is my presentation for the National Fancy Food Show in San Francisco on January 18th, 2010. My seminar is titled "Marketing Food Brands with Emotional Firepower: How to Build Brand Preference and Sales. Visit my blog at www.wheatleytimmons.com/blog

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  • If you don’t understand this then nothing works very well that comes after it. Consumers are not fact-based, analytical decision making machines. Our met5hod of dealing with inherent over-choice in today’s consumer market is to let our emotions be our guide. This is how we shorten the decision making effort. How we feel in the presence of a brand, good, bad or indifferent – which is the same as bad.
  • This is the proprietary part of our approach. We believe brands need to acquire a strategic mission or “higher purpose” that marries the brand to consumer lifestyle needs and wants. P&G did this famously by moving their Pampers brand from a diaper business to one focused on helping new parents with their parenting skills and education needs.
  • Super Targets have a lifestyle focus that makes brand relationships and connections possible. The Food Adventurer; a person who gets their emotional payoffs from creating, making things in the kitchen. They are open to brand messages and are engaged when brands work to help them realize their personal passions. This audience scored the highest on openness to food brand messaging.
  • Today consumers want validation of brand messages from sources they respect. Their circle of friends and family are extremely important so we work to make messages into a “tell-able tale” that can be passed around. We also identify the influencers they respect, such as chefs and food media.
  • Transcript

    • 1. The Trailblazer Path to Extraordinary Brand Growth…
    • 2. Your Business Future?
    • 3. Super Target Value Proposition Higher Purpose Power Positioning Social Media Communication Trailblazer
    • 4. Brands are no longer in control – the consumer is now running the show…
    • 5. Chef Michael Chiarello Video…
    • 6. Mad Men Model: Interrupt, Imprint, Persuade
    • 7. Push-Button Marketing is Dead.
    • 8. If You Build It They Will Come?
    • 9. Today, successful brand relationships are like the ones we have in real life…
    • 10. Achieving traction… How? RELEVANCE MEANING CONVERSATION LOVE EMOTION
    • 11. Trust not intrusion… It’s less and less about intrusion…
    • 12. Competition is no longer at the shelf, in frequency of promotions or tonnage in “push” communication….
    • 13. What you ultimately need to grow business: changes in consumer attitude and behavior…
    • 14. The battle is in here first…
    • 15. People are not fact-driven, analytical decision-making machines…Rather our brains are “expectation creation” machines…
    • 16. OVER CHOICE
    • 17. Commoditization and Saturation SAMENESS
    • 18. Milk-mania: Whole Fat-Free 1% 2% Lactose-Free Vitamin D Fortified Protein Enriched Organic Soy Rice
    • 19.
        • Absence of trust
        • Too much choice
        • Lack of distinctiveness
        • Confusion
        • Skepticism
        • Not enough time
        • Too much noise
    • 20. Yeah, Whatever…
    • 21. 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…
    • 22. Stop Transactional Thinking!!
    • 23. The intellectual space a brand can own is in direct proportion to its meaning and value to the consumer…
    • 24. “ 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…”
    • 25. Brand Behavior Boot Camp
        • Be different – Gets attention
        • Be desire-able – Ignites interest
        • Be real – Creates trust
        • Be interesting – Generates support
    • 26. Relationship driven Trump expectations New category creation Exude uniqueness Disrupt conventions Trailblazer
    • 27. 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
    • 28. 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
    • 29. Brand Value Creation Wedge Under Leveraged More Powerful Understood Less Powerful Functional Value Financial Value Intangible Value Emotional Value
    • 30. Emotion drives purchase Emotion drives purchase
    • 31. Your mission: create links to consumer passions…
    • 32.
      • 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?
    • 33. Identify and understand the Food Super Target…
    • 34.
      • 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…
    • 35. 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”
    • 36.
      • Your name is the brand that feeds and nurtures the consumers’ passion for creativity, self-expression, discovery, sense of family and enjoyment with cooking.
    • 37. “ Together we can help you do it yourself…”
    • 38. Feeding the Passions of the Food Adventurer
    • 39.
      • 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…
    • 40. Power Positioning -- unique, different = new category creation…
    • 41. Map the Circle of Influence…
    • 42. 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
    • 43. Social media is word of mouth on steroids
      • Social media can help create customers
    • 44.
      • If Facebook were a country it would be larger than Japan.
    • 45. Your new food media tool kit…
        • Social media platform
        • Videos
        • Podcasts
        • Blog
        • Links
        • Photo gallery
        • Interactive webcasts
        • Recipe sharing
        • Experts and credible third parties
    • 46.
      • 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…
    • 47. A higher purpose leads to a relationship… A relationship leads to engagement, mattering and preference… And that generates sales. Trailblazer
    • 48.
      • Bob Wheatley
      • Wheatley & Timmons, Inc
      • 312-755-6200
      • [email_address]
      • Blog: brandtrailblazers.com/blog
      • Web: www.wheatleytimmons.com