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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
© www.crowdfoods.com
Word Mouth Marketing
www.mrwom.com
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
„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
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
Alternative facts.
Advertising Reality
© www.crowdfoods.com
We rely on our friends as influencers –
a conversation not disturbed by ads.
© www.crowdfoods.com
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
80% #UGC
ofallweb
contentisuser
generated.*
*Source: Folio 2013, Headstream
UsersloveUGCmost.
© www.crowdfoods.com
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
#Foodporn
46%
of all consumers share
and comment food
content in the internet
Source: Nestlé Study 2016
© www.crowdfoods.com
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
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
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
Treat your customers well, otherwise...
PREMIUMCOLA
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
User generated food
© www.crowdfoods.com
Food Startup Boom: 3000+ Startups
© www.crowdfoods.com
Consumers now compete with brands.
How to get them (back) on board?
© www.crowdfoods.com
wantameaningful
relationwithbrands.*
90% thinktheyalreadyhavea
meaningfulrelationwith
theirbrand.*
14%
*Sourc: Edelman
Brandshare Study 2015
Bring back the love.
© www.crowdfoods.com
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
BRAND
PRODUCT
TRUST
STORY
MEDIA
PEOPLE
also
known as
prosumer
also known as
people behind
a brand
Collaborative Marketing
© www.crowdfoods.com
Wordof
Mouth Co-
Creation
Social
Content
Consumer
Insights
© www.crowdfoods.com
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
1 Mio.WOMreach*
1000+ UGC*
20+% Salesuplift.*
*Source: trnd
Word of Mouth for Vita Cola.
© www.crowdfoods.com
SavingcostsinR&D.*
*Source: Kirsten Trenkner | Kühne Marketing Manager
Consumer insights for Kühne.
Made by consumer.
© www.crowdfoods.com
50+ newproducts*
40+ mio.revenue*
*Source: Migros
Consumer collaboration by Migros.
© www.crowdfoods.com
4recommen-
dations on
Collaborative
Marketing.
Domarketingwiththepeople.
Notatthem.1
Becomepartofthemovement.
Connectwithconsumersand
startups.
2
Openupyourcompanyfor
consumers&startups3
Supportandcollaboratewith
startupsandconsumers.Don´t
copythem.
4
© www.crowdfoods.com
Merci!
Questions?
Mark Leinemann | Founder & President
hallo@crowdfoods.com
CH +41 71 460 10 70 | DE +49 172 743 43 09
www.crowdfoods.com – der 1. länderübergreifende Food Startup
Verband für Deutschland, Österreich, die Schweiz & Liechtenstein
crowdfoods – Food Entrepreneur & Startup Association (FESA) | Verein nach
Schweizer Recht | Vereinssitz: Hauptstrasse 49c | CH-8280 Kreuzlingen / Switzerland

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Keynote Anuga Foodtec: Consumer generated food. How food brands can use CoMarketing.