Ingredients Of A Sales Sheet For The Food And Beverage Industry

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Learn the ins and outs of making a sales sheet for your food or beverage company. If you seek more in-depth help, email amanda@recipemarketing.com

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Ingredients Of A Sales Sheet For The Food And Beverage Industry

  1. 1. © 2011 Recipe Marketing
  2. 2. © 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  3. 3. <ul><li>What is a Sales sheet? </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  4. 4. <ul><li>What is a Sales sheet? </li></ul><ul><li>A sales sheet is a single, usually two-sided, color flyer that provides all the information a potential buyer might need before making a decision to carry your product. </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  5. 5. <ul><li>What is a Sales sheet? </li></ul><ul><li>A sales sheet is a single, usually two-sided, color flyer that provides all the information a potential buyer might need before making a decision to carry your product. </li></ul><ul><li>Why do I need a sales sheet? </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  6. 6. <ul><li>What is a Sales sheet? </li></ul><ul><li>A sales sheet is a single, usually two-sided, color flyer that provides all the information a potential buyer might need before making a decision to carry your product. </li></ul><ul><li>Why do I need a sales sheet? </li></ul><ul><li>First, it is industry standard. Second, third, fourth, it is the simplest, clearest, most concise way to introduce your product to the trade, including all of the B2B information that this target market demands. </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  7. 7. <ul><li>WHERE TO START </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  8. 8. <ul><li>Start with a clear strategy and key messages. </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  9. 9. <ul><li>Start with a clear strategy and key messages </li></ul><ul><ul><ul><li>Make sure to involve the sales team. If they don’t like what you’re creating, they won’t use it. </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  10. 10. <ul><li>Start with a clear strategy and key messages </li></ul><ul><ul><ul><li>Make sure to involve the sales team. If they don’t like what you’re creating, they won’t use it. </li></ul></ul></ul><ul><ul><ul><li>Remember who your customers are: buyers, distributors, purchasing agents, or store managers. </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  11. 11. <ul><li>Start with a clear strategy and key messages </li></ul><ul><ul><ul><li>Make sure to involve the sales team. If they don’t like what you’re creating, they won’t use it. </li></ul></ul></ul><ul><ul><ul><li>Remember who your customers are: buyers, distributors, purchasing agents, or store managers. </li></ul></ul></ul><ul><ul><ul><li>Do your homework. Make sure your messaging is relevant to these individuals. </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  12. 12. © 2011 Recipe Marketing <ul><ul><ul><ul><li>A creative brief is a necessary tool to keep your messaging relevant, focused and strategic. </li></ul></ul></ul></ul>
  13. 13. <ul><li>Start with a clear strategy and key messages </li></ul><ul><ul><ul><li>Make sure to involve the sales team. If they don’t like what you’re creating, they won’t use it. </li></ul></ul></ul><ul><ul><ul><li>Remember who your customers are: buyers, distributors, purchasing agents, or store managers. </li></ul></ul></ul><ul><ul><ul><li>Do your homework. Make sure your messaging is relevant to these individuals. </li></ul></ul></ul><ul><ul><ul><li>Make sure your sell sheet answers: “Why should I carry that product in my store, and why should my customers care if I don’t?” We’ll demonstrate this later. </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  14. 14. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  15. 15. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><ul><ul><li>How does a bland meal taste? </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  16. 16. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><ul><ul><li>How does a bland meal taste? </li></ul></ul></ul><ul><ul><ul><li>Do you remember a bland meal or talk about it? </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  17. 17. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><ul><ul><li>How does a bland meal taste? </li></ul></ul></ul><ul><ul><ul><li>Do you remember a bland meal or talk about it? </li></ul></ul></ul><ul><ul><ul><li>What do you think a bland sales sheet will do? </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  18. 18. © 2011 Recipe Marketing <ul><ul><ul><ul><li>This simple headline suggests this product has some sales advantages and does so in a fun way that is relevant to the product, not to mention, memorable. </li></ul></ul></ul></ul>
  19. 19. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><ul><ul><li>How does a bland meal taste? </li></ul></ul></ul><ul><ul><ul><li>Do you remember a bland meal or talk about it? </li></ul></ul></ul><ul><ul><ul><li>What do you think a bland sales sheet will do? </li></ul></ul></ul><ul><ul><ul><li>Remember less is more. If it doesn’t make the sell sheet more memorable, leave it out. </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  20. 20. <ul><ul><ul><ul><li>Here are some messaging and design heart attacks waiting to happen. </li></ul></ul></ul></ul>© 2011 Recipe Marketing
  21. 21. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><li>Mix in all necessary technical information </li></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  22. 22. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><li>Mix in all necessary technical information </li></ul><ul><ul><ul><li>Use the front of your sales sheet as an ad and an attention grabber. Use the back of the sales sheet for the mandatories. </li></ul></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  23. 23. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Front Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Clear product shot </li></ul></ul></ul></ul>
  24. 24. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Front Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Clear product shot </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Attention grabber and benefit to (more sales volume) </li></ul></ul></ul></ul>
  25. 25. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Back Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Additional sizes (if available) </li></ul></ul></ul></ul>
  26. 26. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Back Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Additional sizes available </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Description, UPC, item numbers </li></ul></ul></ul></ul>
  27. 27. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Back Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Additional sizes available </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Description, UPC, item numbers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Features, retailer advantages, consumer benefits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>– this greatly helps your customer understand your product, leading to buy-in </li></ul></ul></ul></ul>
  28. 28. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Back Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Additional sizes available </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Description, UPC, item numbers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Features, retailer advantages, consumer benefits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>– this greatly helps your customer understand your product, leading to buy-in </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Technical info like case weight, cubic info, Ti/Hi </li></ul></ul></ul></ul>
  29. 29. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Back Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Additional sizes available </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Description, UPC, item numbers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Features, retailer advantages, consumer benefits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>– this greatly helps your customer understand your product, leading to buy-in </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Technical info like case weight, cubic info, Ti/Hi </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Taste appeal </li></ul></ul></ul></ul>
  30. 30. © 2011 Recipe Marketing <ul><ul><ul><ul><li>Back Side </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Additional sizes available </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Description, UPC, item numbers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Features, retailer advantages, consumer benefits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>– this greatly helps your customer understand your product, leading to buy-in </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Technical info like case weight, cubic info, Ti/Hi </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Taste appeal </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Easy to find contact info </li></ul></ul></ul></ul>
  31. 31. <ul><li>Start with a clear strategy and key messages </li></ul><ul><li>Add creativity </li></ul><ul><li>Mix in all necessary technical information </li></ul><ul><li>Leave ‘em wanting more </li></ul><ul><ul><li>Follow all of the tips and advice here, and it will be that much easier to get your next product in front of buyers. </li></ul></ul>© 2011 Recipe Marketing INGREDIENTS OF A FOOD and BEVERAGE SALES SHEET
  32. 32. © 2011 Recipe Marketing
  33. 33. © 2011 Recipe Marketing www.recipemarketing.com

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