Digital Food Marketing 2014

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

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Digital Food Marketing 2014

  1. 1. JANUARY 2014 10 of the most delicious opportunities for 2014 All concepts, information and designs contained in this presentation are property of Big Spaceship LLC. © 2014 Big Spaceship LLC ©
  2. 2. …and what to do about them. © ©
  3. 3. 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. © ©
  4. 4. We care more about what we put in our bodies and as a result, we’re becoming more demanding of our food options. © ©
  5. 5. Prompting questions like: Where did these come from? Who made this? What’s in this? How was this made? ©
  6. 6. 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 ©
  7. 7. We’ve identified 10 OPPORTUNITIES that can greatly impact food brands across different business needs. ©
  8. 8. HOW TO GET NEW CUSTOMERS 01 MAKE SURE PROMOTIONS BUILD THE BRAND ©
  9. 9. 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. SOURCE: 2013 IPA STUDY: THE LONG AND THE SHORT OF IT: BALANCING SHORT AND LONG-TERM MARKETING STRATEGIES BY LES BINET & PETER FIELD HOW TO GET NEW CUSTOMERS ©
  10. 10. 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. SOURCE: HTTP://BLOG.UBER.COM/2013/07/17/UBERICECREAM/ BRAND HOW TO GET NEW CUSTOMERS PROMOTIONS ©
  11. 11. HOW TO GET NEW CUSTOMERS 02 CREATE USEFUL CONTENT TO REACH NEW BEHAVIORAL SEGMENTS ©
  12. 12. Did you know? A child’s palate can start developing in-utero? SOURCE: MONELL CHEMICAL SCIENCES CENTER What we eat when we’re young can impact our taste for the rest of our lives? A child can try a food 10-15 times before it stops being ‘new’? SOURCE: HTTP://WWW.DAILYMAIL.CO.UK/SCIENCETECH/ ARTICLE-2074799/ATTITUDE-FITNESS-FOOD-ENGRAINEDCHILDHOOD.HTML SOURCE: HTTP://WWW.BUBHUB.COM.AU/INFO/ARTICLES/ FEEDING-BABY-CHILD/TRYING_NEW_FOODS.SHTML 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 ©
  13. 13. 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 ©
  14. 14. HOW TO GET NEW CUSTOMERS 03 BRANCH OUT INTO SOCIAL CHANNELS WITH AN ACTIVE FOOD COMMUNITY ©
  15. 15. Engage the quirky and super visual food lovers on: TUMBLR VINE INSTAGRAM 300 million 40+ million 150 million unique monthly visitors registered users monthly visitors 13% 4x more 37% increase of 18-29 year olds use Tumblr shared than other online videos 215k 6 seconds people track the tag #food perfect for how-to food vines SOURCE: HTTP://SIMPLYMEASURED.COM/BLOG/ 2013/08/29/SHOULD-TUMBLR-BE-A-PART-OF-YOURSOCIAL-STRATEGY/ SOURCE: HTTP://WWW.CONTENTSTANDARD.COM/ SOCIAL-MEDIA/VINE-DOUBLES-ITS-USER-BASE-TO-40MILLION-IN-LESS-THAN-THREE-MONTHS/ HOW TO GET NEW CUSTOMERS in shares on Twi er because of Instagram video 1.6 million posts tagged #nomnom SOURCE: HTTP://DIGIDAY.COM/BRANDS/15STATS-VINE-AND-INSTAGRAM-VIDEO/ ©
  16. 16. $ 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. 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/ HOW TO GET NEW CUSTOMERS ©
  17. 17. HOW TO KEEP YOUR EXISTING CUSTOMERS 04 MAKE YOUR PRODUCT THE FOCUS ON SOCIAL ©
  18. 18. Contrary to what you might think, product-centric content is the most successful for CPG brands. HOW TO KEEP YOUR EXISTING CUSTOMERS ©
  19. 19. People share content that reveals something awe-inspiring about themselves or the world around them. SOURCE: NY TIMES: PSYCHOLOGY OF SHARING STUDY They follow brands on social for the same reasons. HOW TO KEEP YOUR EXISTING CUSTOMERS ©
  20. 20. Product-focused content on social is a reaffirmation of what people want and how they see themselves. CLOSE-UPS ARE STRONG. THEY STAND OUT WHEN FAST-SCROLLING. ARTFUL TWISTS STAND OUT. BRIGHT COLORS GIVE GOOD VIBES AND STAND OUT IN THE FEED. TOPICAL POSTS, WITHOUT RUSHING TO BE ‘REAL-TIME’, ARE SUCCESSFUL. HOW TO KEEP YOUR EXISTING CUSTOMERS VS. AD-LIKE POSTS ARE WEAKER. ©
  21. 21. HOW TO KEEP YOUR EXISTING CUSTOMERS 05 INTEGRATE CUSTOMER SERVICE INTO SOCIAL ©
  22. 22. 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? It drives to purchase. It increases loyalty. SOURCE: HOW 4 MAJOR COMPANIES REVITALIZED THEIR BRANDS BY BEING GREAT TO THEIR CUSTOMERS ON SOCIAL MEDIA SOURCE: HTTP://BLOG.GETAMBASSADOR.COM/SOCIALCUSTOMER-SERVICE-INFOGRAPHIC/ HOW TO KEEP YOUR EXISTING CUSTOMERS ©
  23. 23. 1. Dedicate a team. They should monitor conversations and respond frequently. 2. Respond quickly. How? Don’t keep your followers waiting, they’ll get upset. 3. Be consistent. Create a response map to different scenarios, you don’t want erratic responses. 4. Be positive. Be friendly, even if certain comments aren’t. 5. Be proactive. Provide news or updates that your followers would find valuable. HOW TO KEEP YOUR EXISTING CUSTOMERS ©
  24. 24. HOW TO KEEP YOUR EXISTING CUSTOMERS 06 THINK ABOUT NEWNESS DIFFERENTLY ©
  25. 25. 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 ©
  26. 26. 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. HOW TO KEEP YOUR EXISTING CUSTOMERS ©
  27. 27. Flavor is a great example. Not only do consumers have seasonal interest in particular flavors, but they love declaring their favorite flavors. @OIKOS GREEK YOGURT @HONEYMAID “ I LOVE LOVE LOVE BLACK CHERRY!!!” “ CINNAMON IS MY FAVORITE!!” HOW TO KEEP YOUR EXISTING CUSTOMERS @TRIDENT “TROPICAL FRUIT IS MY ALL THE TIME FLAVOR” ©
  28. 28. 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. SOURCE: GOOGLE TRENDS HOW TO KEEP YOUR EXISTING CUSTOMERS ©
  29. 29. HOW TO GROW AND EXTEND YOUR BUSINESS 07 EDUCATE ABOUT DIFFERENT USES FOR YOUR PRODUCT ©
  30. 30. 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. HOW TO GROW AND EXTEND YOUR BUSINESS ©
  31. 31. Brands should be thinking of creating useful content and tools to facilitate new ways to cook or use their products. HOW TO GROW AND EXTEND YOUR BUSINESS ©
  32. 32. 1. Focus on quality. Create content worth sharing that is credible and authoritative. Content is the interface and the best needs to survive. 2. Be relevant. Identify most frequently used keywords around your topic and use them. 3. Test & learn. Track the success of what you publish to determine what you should continue to pursue. 4. Revisit & improve. Build upon content that has already worked for you in the past and remember, not everyone has seen everything you’ve posted. HOW TO GROW AND EXTEND YOUR BUSINESS ©
  33. 33. HOW TO GROW AND EXTEND YOUR BUSINESS 08 EXPERIMENT WITH E-COMMERCE ©
  34. 34. As online shopping increases, consumers are looking to buy food products online as well. ADD TO CART You control the shelf-space. People’s interest is growing. SOURCE: AD AGE: HOW TINY STARTUPS LIKE HELLO AND 800RAZORS ARE STEALING SHARE FROM CPG GIANTS HOW TO GROW AND EXTEND YOUR BUSINESS It’s the frontier and a quickly growing channel. SOURCE: COUPONCABIN.COM ©
  35. 35. 1. Create limited edition online-only products Think of e-commerce as a lab where you get to test everything. 2. Create patterns around seasonal offerings There is no failure, because you’re constantly gaining new insights into your product, audience, and market. 4. Develop product kits aimed at behavioral segments HOW TO GROW AND EXTEND YOUR BUSINESS 3. Partner with other brands to create unique menus ©
  36. 36. HOW TO DEAL WITH THE UNEXPECTED 09 PREPARE FOR AND RESPOND IN A CRISIS ©
  37. 37. An inevitable truth. 2013 recalls Kraft String Cheese 735,000 cases National Beef Packing Beef Products 22,737 lbs Trader Joe’s Salads & Sandwich Wraps 90 tons HOW TO DEAL WITH THE UNEXPECTED Smucker Grits, Cornmeal, Cornbread Products Plum Organics Baby Stage 2, Mish Mash, Kids Products Crunch Pak Apple Slices 5,471 cases ©
  38. 38. 1. Plan in advance Don’t be caught off-guard. Have a plan in place to address potential crises. You can curb negative public opinion. 2. Respond quickly The longer you wait, the harder it will be to manage the conversation that can quickly escalate. 3. Be human People want to deal with people, not faceless entities. Involve a spokesperson, your founder or CEO. 4. Be easy to find Optimize all your messaging for search. Make sure your customers can easily find what you have to say on the matter. HOW TO DEAL WITH THE UNEXPECTED ©
  39. 39. HOW TO HELP YOUR COMPANY GET SMARTER 10 USE DIGITAL TOOLS FOR SELF-IMPROVEMENT ©
  40. 40. DIGITAL INNOVATION OF PRODUCTS, OPERATING MODEL, OR BUSINESS MODEL A competitive advantage. 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 HOW TO HELP YOUR COMPANY GET SMARTER 19% 20% AUTOMATION BIG DATA AND ADVANCED ANALYTICS 15% 31% 16% DIGITAL ENGAGEMENT OF EMPLOYEES, SUPPLIERS, OR BUSINESS PARTNERS DIGITAL ENGAGEMENT OF CUSTOMERS ©
  41. 41. 1. Newsletters $$$ Communicate important sales, analytics, and campaign metrics with various departments. 2. Workshops Invest in yourself. Invest in keeping your team up to date on digital trends and technologies. 3. Hackathons Partake in a Hack Day where employees focus on solving a company challenge with digital solutions 4. Custom internal platform Consider a bespoke internal communications platform that enables connection and fosters pride across all departments. HOW TO HELP YOUR COMPANY GET SMARTER ©
  42. 42. 1. 2. 3. Branch out into social channels with an active food community 4. In summary Make sure promotions build your brand Make your product the focus on social 5. Integrate customer social into social 6. Think about newness differently 7. Educate about different uses for your product 8. 9. Experiment with e-commerce 10. Create useful content to reach new behavioral segments Prepare for and respond in a crisis Use digital tools for self-improvement ©
  43. 43. We would love to talk to you about these opportunities, food, and above all, the internet. Thanks. www.bigspaceship.com ©

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