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Consumer generated food. How food brands can use CoMarketing.

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In a digital world everyone is a food producer.
The speech shows, how food brands can use the digital co-marketing power of their customers for food innovation.
Craft beer, co-created chocolate and food innovations made and promoted by consumers – all you need today is a social web platform, a search engine or a webshop to start your own food company.
The speech of Mark Leinemann, founder of crowdfoods.com, shows the impact of digital consumer power on the traditional food world and how food companies can use this power for their own success.
Speech was held at the DLG Forum at Anuga Food Tecth 2018

Published in: Food
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Consumer generated food. How food brands can use CoMarketing.

  1. 1. Consumer generated food. How food brands can use CoMarketing. Mark Leinemann, aka MR. WOM, Founder crowdfoods.com– The Food Startup Network Forum Digital Business Models @Anuga Foodtec, 21.03.2018,Cologne © www.crowdfoods.com
  2. 2. The Food Startup Network Connecting foodstartups, industry&consumers © www.crowdfoods.com B2B Food Network Explore, Accelerate & Scale up B2C2C Grassroot Community Collabo- ration & CoCreation Market & Distribution PR, Marketing & Events Trans- formation Word Mouth Marketing www.mrwom.com
  3. 3. „People become extremly powerful in the digital age...“ ...and this disrupts food marketing & production in general. Source: Prof. Kruse,Speech at the German parliament © www.crowdfoods.com
  4. 4. Peopleinthepast (Influence&Authority) Brandsinthepast (Influence&Authority) Product Trust Story/Content Media Channels Peopletoday (Influence&Authority) Brandstoday (Influence&Authority) © Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017 The new power of the consumer. ? © www.crowdfoods.com
  5. 5. Alternative facts. Advertising Reality © www.crowdfoods.com
  6. 6. We rely on our friends as influencers – a conversation not disturbed by ads. © www.crowdfoods.com
  7. 7. Peopleinthepast (Influence&Authority) Brandsinthepast (Influence&Authority) Product Trust Story/Content Media Channels Trust Peopletoday (Influence&Authority) Brandstoday (Influence&Authority) © Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017 The new power of the consumer. © www.crowdfoods.com
  8. 8. 80% #UGC ofallweb contentisuser generated.* *Source: Folio 2013, Headstream UsersloveUGCmost. © www.crowdfoods.com
  9. 9. Peopleinthepast (Influence&Authority) Brandsinthepast (Influence&Authority) Product Trust Story/Content Media Channels Trust Peopletoday (Influence&Authority) Brandstoday (Influence&Authority) © Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017 The new power of the consumer. Story/Content © www.crowdfoods.com
  10. 10. #Foodporn 46% of all consumers share and comment food content in the internet Source: Nestlé Study 2016 © www.crowdfoods.com
  11. 11. Peopleinthepast (Influence&Authority) Brandsinthepast (Influence&Authority) Product Trust Story/Content Media Channels Trust Peopletoday (Influence&Authority) Brandstoday (Influence&Authority) © Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017 The new power of the consumer. Story/Content Media Channels © www.crowdfoods.com
  12. 12. Peopleinthepast (Influence&Authority) Brandsinthepast (Influence&Authority) Product Trust Story/Content Media Channels Product? Trust Story/Content Media Channels Peopletoday (Influence&Authority) Brandstoday (Influence&Authority) © Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017 The new power of the consumer. © www.crowdfoods.com
  13. 13. By Original: lyzadangerDerivative work: Diliff - http://www.flickr.com/photos/lyza/49545547, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=1405631 74% Consumers are lost in brand inflation. ofallbrands areneedless. © www.crowdfoods.com
  14. 14. Treat your customers well, otherwise... PREMIUMCOLA © www.crowdfoods.com
  15. 15. User generated food © www.crowdfoods.com
  16. 16. User generated food © www.crowdfoods.com
  17. 17. User generated food © www.crowdfoods.com
  18. 18. User generated food © www.crowdfoods.com
  19. 19. User generated food © www.crowdfoods.com
  20. 20. User generated food © www.crowdfoods.com
  21. 21. User generated food © www.crowdfoods.com
  22. 22. Food Startup Boom: 3000+ Startups © www.crowdfoods.com
  23. 23. Consumers now compete with brands. How to get them (back) on board? © www.crowdfoods.com
  24. 24. wantameaningful relationwithbrands.* 90% thinktheyalreadyhavea meaningfulrelationwith theirbrand.* 14% *Sourc: Edelman Brandshare Study 2015 Bring back the love. © www.crowdfoods.com
  25. 25. Consumers want to take part. 80%Of the consumers are aware of their new power and knowhowto use this power . Verbraucherstudie SGS Institut Fresenius GmbH 2011 © www.crowdfoods.com
  26. 26. BRAND PRODUCT TRUST STORY MEDIA PEOPLE also known as prosumer also known as people behind a brand Collaborative Marketing © www.crowdfoods.com
  27. 27. Wordof Mouth Co- Creation Social Content Consumer Insights © www.crowdfoods.com
  28. 28. 90%of consumers are more likely to purchase products from companies who involve them in co-creation.* *Source: Ipsos SMX 2014 Impact of consumer collaboration. © www.crowdfoods.com
  29. 29. 1 Mio.WOMreach* 1000+ UGC* 20+% Salesuplift.* *Source: trnd Word of Mouth for Vita Cola. © www.crowdfoods.com
  30. 30. SavingcostsinR&D.* *Source: Kirsten Trenkner | Kühne Marketing Manager Consumer insights for Kühne. Made by consumer. © www.crowdfoods.com
  31. 31. 50+ newproducts* 40+ mio.revenue* *Source: Migros Consumer collaboration by Migros. © www.crowdfoods.com
  32. 32. 4recommen- dations on Collaborative Marketing. Domarketingwiththepeople. Notatthem.1 Becomepartofthemovement. Connectwithconsumersand startups. 2 Openupyourcompanyfor consumers&startups3 Supportandcollaboratewith startupsandconsumers.Don´t copythem. 4 © www.crowdfoods.com
  33. 33. Questions? Contact Mark Leinemann | Founder & CEO mark@crowdfoods.com | +41 76 344 10 70 www.crowdfoods.com crowdfoods is a brand of the value.ad.network Suisse AG Hauptstrasse 49c | CH-8280 Kreuzlingen / Switzerland

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