Branding and the Good Food System Mark Wilhelms
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Branding and the Good Food System Mark Wilhelms

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Branding discussion, panel and seminar for Chicago ...

Branding discussion, panel and seminar for Chicago
Good Food Festival March 14, 2014.

More in: Marketing
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  • Engaging, clear call to action (shop for good food)
  • Straight-forward. Guided.
  • Local Love highlighted on “The Good Food Shop” landing page
  • Recipes and meal planning in the Kitchen with options to add to meal plan, bookmark, or print. Can also mark that you’ve made this and see how many people have planned it for the week and bookmarked it. Ingredients list connects to your shopping cart to show you what you already have in your cart.
  • One-stop shop for all of our local products
  • Easy access to help
  • Ability to tailor the experience to personal preference/needs
  • Recommendations and relevant recipes
  • Interactive
  • “Local Love” webpage and Producer Spotlight
  • Local farm boxes available from July to early October
  • “Meet Our Farmers & Artisans” webpage
  • Bringing the online experience to life

Transcript

  • 1. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com BRAND
  • 2. Marketing and Branding for Local Products #Choselocal @GoodFoodFestChi #GoodFoodFestChi Its not as easy as slapping a logo on a product
  • 3. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 4. Build Authority Build Affinity Build Trust …in your Brand There’s one big problem @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 5. WE ALL WANT THE SAME GUY! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 6. Pro-Sumer 2.0
  • 7. Big Brands @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 8. Digital Brands @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 9. Traditional Media and Entertainment @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 10. SOCIAL @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 11. GOOD NEWS: YOU CAN BEAT BIG BRANDS ON A LOCAL LEVEL. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 12. What you think you sell, is not always what your customers are buying from you. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 13. CASE STUDY 2011 @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 14. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 15. Video/Film @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 16. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 17. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 18. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 19. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 20. Morning rush hour Our morning commute is always slow “A Cattle Ranch - One hour from the Sears Tower” ONE HOUR AWAY and BACKED UP IN TRAFFIC AGAIN! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 21. Ecommerce @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 22. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 23. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 24. Sales Collateral
  • 25. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 26. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 27. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 28. How to get started? Cannonball off the High Dive!
  • 29. 90% of Life is just showing up! - Woody Allen @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 30. You Are Your Brand. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 31. You Are Your Brand. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 32. Swagger. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 33. Swagger. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 34. BRAND DEVELOPMENT MOOD BOARD “Amateur musicians copy, great musicians steal” .... Igor Stravinsky. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 35. A logo is an icon, symbol, or brand mark. Let it evolve. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 36. June 2012 October 2012 Jan 2013 Oct 2013 A logo is an icon, symbol, or brand mark. Evolve or Die. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 37. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 38. Your Website is the destination You are who Google says you are … and maybe Bing/Yahoo, but not yet @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 39. The Job of a Brand Marketer is to create action 1. Sign up –Cause Marketing 2. Attend – Event Marketing 3. Buy – Sales Marketing @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 40. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 41. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 42. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 43. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 44. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 45. Innovate or Die
  • 46. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 47. Weak Brand you have a Weak Product BUT if you have a Weak Product and a strong Brand? @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 48. Branding enhances the experience but you still need to EXECUTE an amazing product or service that delights customers. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 49. Research Who is your target Who is your competitor? What makes you unique? What are you good at? Why should I believe you? @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 50. BRAND channels 1. Packaging – Store Shelves 2. Word of Mouth – TV, Radio, Events 3. Digital – Website, Print, PPC,SEO,Email Mkt 4. Video 5. Social Media – connect, share, influence @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 51. Track, Adjust, Adapt Listen to the market …. Don’t be afraid to Morph! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 52. Have Fun! You’re living the dream! Reinventyourself and others. Worklike you’ve never worked in your life! @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com
  • 53. Your BRAND is not a logo. It is an experience that lives in your customer’s gut. @markwilhelms fb:redmeatmarket redmeatmarket.com mark@redmeatmarket.com President of Drumbeat Digital, Founder of Red Meat Market - Digital Geek, Entrepreneur, Dad, Musician, Composer, Jazz Freak, Flyfisherman, Cowboy, Cigar smoker, Scotch drinker and addicted to Red Wine, Food and Friends.