**When it comes to food PR and marketing there is alengthy process involved in making sure your foodproduct and brand is a success.*Marketing and promoting food brands requirespecialist knowledge and understanding of theintricacies of the food industry.*The job of the food marketing team starts beforethere are any thoughts to ingredients and doesn’tfinish till long after the final product has been sold.*The following article outlines some of the top tips inmarketing any food product or brand to a financialsuccess.
** Consumers are getting more knowledgeable when it comes towhat they eat and where their food has come from.* The original source ingredients for your food have becomecritically important in ensuring the quality of the finalproduct but also in utilising the marketing and PR benefits ofpositive ethical food sourcing.* Develop strong relationships with local suppliers as a meansto negotiating deals on price and boosting profit margins.* Identify sources of high quality with a reputation for qualityand timely service.* Taking shortcuts at the initial sourcing stage will ultimatelylead to an inferior product.
**You can’t do too much research before launching andmarketing a new food product.*You will be able to garner large quantities of usefuland relevant data on a wide range of issues relating toall aspects of your product and brand.*Identify and understand your target market and tailoryour product and its marketing strategy towardsattracting that audience.*Carrying out a number of focus groups can give youfascinating insight in to the thoughts of your targetaudience and identify hitherto unnoticed issues withyour product such as taste, competition, packaging orbranding.
**The retail world is hugely competitive andconsumers have a vast array of choice.*Ensure your product stands out on the retailshelf.*Assess your competition and see what colours,names and packaging stands out to you.*Style your branding in such a way so as to drawmaximum attention to your product.
** It is crucial that you develop a sizable and consistent onlinepresence.* Social media sites allow you to communicate and connect directly toconsumers.* Share news, information, deals and discounts with your followersonline as a way to develop a relationship and build up customerloyalty.* You must not use your social communications merely to advertise orsend out PR messages. Share insightful and interesting informationwhich the audience would value.* Use your social media presence to monitor your brand’s reputationand image online. Identify how customers see and think of yourbrand and if there is any negative feedback, try to identify the rootof the issue and offer your help in resolving the matter.* Your communications online are a direct representation of your brandand its values. Ensure that all your communication is consistent andtruly showcases the values and beliefs of your organisation.
**Word of mouth is crucial to generating newbusiness.*When deciding on where to eat the majority ofconsumers will consult others for their suggestionsor thoughts on a particular place.*Online reviews of food and restaurants havebecome very popular with guests sharing their goodand bad experiences of eating out.*Encourage positive feedback from customers at alltimes and showcase your reviews proudly on yourwebsite.
**No matter how constrained you get with time andcosts, it is imperative, particularly with foodproducts, that you maintain a consistent level ofquality. A dip in quality or signs of cost cutting candamage your reputation and image within themarket. Customer loyalty is borne out of consistentquality of service and customer loyalty is the key tosuccess in the food game. It is far easier and moreeffective to get your regular customers to purchasemore than it is to convince new customers to switchand try your product.