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Food Marketing
Workshops
Auckland and Christchurch, June 2017
© 2017. Marvellous Marketing Confidential. All rights reserv...
Objectives for today
• To share practical examples of brand strategy
and communication to help you with your
marketing
• T...
Presentation Overview
© 2017. Marvellous Marketing Confidential. All rights reserved. 3
Setting the scene
1
Introductions
...
Digital Media is the Growth Area
© 2017. Marvellous Marketing Confidential. All rights reserved. 4
Websites Blogs e-Newsle...
Change in Food Shopping Habits
© 2017. Marvellous Marketing Confidential. All rights reserved. 5
Specialty food stores,
on...
Word of mouth
recommendations are
more important than
ever before
© 2017. Marvellous Marketing Confidential. All rights re...
Introduction
© 2017. Marvellous Marketing Confidential. All rights reserved. 7
BRAND STRATEGY
© 2017. Marvellous Marketing Confidential. All rights reserved. 8
• Your brand is the entire experience
your customers and prospective
customers have with your company
and product
• You mu...
• In developing your brand strategy you must have a
strong value proposition and one which opens up
distribution opportuni...
• Publicity and quality endorsement remain very good tools to grow brand
awareness, trial purchase and market profile.
• T...
© 2017. Marvellous Marketing Confidential. All rights reserved. 12
Product Strategy
• Set out to produce the world’s best peanut butter
• Developed the recipe and played around to get
taste...
Target market defined
• Health conscious foodies who appreciate good quality
• Have not narrowed this on age or gender
• T...
© 2017. Marvellous Marketing Confidential. All rights reserved. 15
Case Study : Fix & Fogg
Brand strategy Photography and ...
Social Media
• Has played a HUGE role in their success
• #pbpals and #fixandfogg for people posting about them or if they ...
© 2017. Marvellous Marketing Confidential. All rights reserved. 17
Facebook Giveaways
1.5k comments – 47 shares
7.9k comme...
© 2017. Marvellous Marketing Confidential. All rights reserved. 18
New Product Launches
Honey Peanut Butter
with J Friend ...
© 2017. Marvellous Marketing Confidential. All rights reserved. 19
Promotion of Newsletter
© 2017. Marvellous Marketing Confidential. All rights reserved. 20
Recipes and Serving Suggestions
© 2017. Marvellous Marketing Confidential. All rights reserved. 21
Plenty of Fresh Content
© 2017. Marvellous Marketing Confidential. All rights reserved. 22
Website and Publicity
Website Publicity
• Their brand w...
© 2017. Marvellous Marketing Confidential. All rights reserved. 23
Promoting Award Success
• Charity Marketing Strategy:
• Identified charities that support lower economic groups or cancer related causes to donate...
• Brand Strategy – had a strong vision for
Fix & Fogg
• Created a unique brand story
• Research
• Their people are valued ...
© 2017. Marvellous Marketing Confidential. All rights reserved. 26
Expert Industry Knowledge
• More than 45 years combined experience working
with food, drink and lifestyle brands
• We know...
STORYTELLING
© 2017. Marvellous Marketing Confidential. All rights reserved. 28
© 2017. Marvellous Marketing Confidential. All rights reserved. 29
STORY TELLING
Is the art of
sharing a story
© 2017. Marvellous Marketing Confidential. All rights reserved. 30
Why do brands need
to tell a story?
© 2017. Marvellous Marketing Confidential. All rights reserved. 31
You must inspire
users
© 2017. Marvellous Marketing Confidential. All rights reserved. 32
A unique story sets
you apart from the
competition
© 2017. Marvellous Marketing Confidential. All rights reserved. 33
Claiming you are
better than the rest
isn’t enough
© 2017. Marvellous Marketing Confidential. All rights reserved. 34
You must build real
connections with loyal
customers
© 2017. Marvellous Marketing Confidential. All rights reserved. 35
You must build a
strong company
culture with shared
goals
© 2017. Marvellous Marketing Confidential. All rights reserved. ...
You want to build
brand equity that will
reward you and your
investors
© 2017. Marvellous Marketing Confidential. All righ...
Story telling builds
love, trust, loyalty and
ultimately profit
© 2017. Marvellous Marketing Confidential. All rights rese...
STORYTELLING TIPS
© 2017. Marvellous Marketing Confidential. All rights reserved. 39
Brand Story
© 2017. Marvellous Marketing Confidential. All rights reserved. 40
Identifies the
problem
Solves the
problem
A...
Brand Story
© 2017. Marvellous Marketing Confidential. All rights reserved. 41
Walk in the users
shoes
WITFM Friend Test T...
Brand Story
© 2017. Marvellous Marketing Confidential. All rights reserved. 42
No longer than
one page
Elevator Test
50 an...
PACKAGING
BOOT CAMP
© 2017. Marvellous Marketing Confidential. All rights reserved. 43
• Print in smaller quantities
• Make labels changes whenever you want
• Full colour high quality
• Target your customers i...
• Application
• Winding Style
• Temperature
• Surface Type
• Product Shape
• Preferred Finish
• Longevity
© 2017. Marvello...
CONTENT MARKETING
BOOT CAMP
© 2017. Marvellous Marketing Confidential. All rights reserved. 46
• Building a brand by marketing by creating and
sharing of online material (such as videos, blogs, and
social media posts)...
How?
© 2017. Marvellous Marketing Confidential. All rights reserved. 48
1
2
3
4
Research
Plan
Implement
Review
• Who is buying your product?
• What do they like?
• Where can you find them?
© 2017. Marvellous Marketing Confidential. A...
© 2017. Marvellous Marketing Confidential. All rights reserved. 50
Plan
© 2017. Marvellous Marketing Confidential. All rights reserved. 51
Plan
• FACEBOOK
• INSTAGRAM
• WEBSITE
• BLOGS
• EVENTS
• ENEWS
• MEDIA ENGAGEMENT
• SALES COMMUNICATION
© 2017. Marvellous Mark...
© 2017. Marvellous Marketing Confidential. All rights reserved. 53
Review
© 2017. Marvellous Marketing Confidential. All rights reserved. 54
Review
© 2017. Marvellous Marketing Confidential. All rights reserved. 55
Review
Review
© 2017. Marvellous Marketing Confidential. All rights reserved. 56
1. PLAN
2. VERIFY
3. COMPETITIONS &
COLLABORATION
4. REDUCE TEXT ON IMAGES
5. NO PAY NO PLAY
© 2017. Marvellous Marketing ...
HOW WE CAN MAKE IT EASY FOR
YOU
© 2017. Marvellous Marketing Confidential. All rights reserved. 58
BRAND COMMUNICATIONS AUDIT
Receive review of what’s working and what’s not with suggestions for further development:
• Bra...
MEDIA ENGAGEMENT AND SAMPLE SEND OUT
Marvellous Marketing will meet with you to decide upon news angle, draft media
releas...
BRAND STRATEGY
Develop a brand strategy, the definitive document that guides all brand activity and outlines
marketing com...
© 2017. Marvellous Marketing Confidential. All rights reserved. 62
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PowerPoint Presentation Food Marketing

  1. 1. Food Marketing Workshops Auckland and Christchurch, June 2017 © 2017. Marvellous Marketing Confidential. All rights reserved. 1
  2. 2. Objectives for today • To share practical examples of brand strategy and communication to help you with your marketing • To learn about the importance of Storytelling • To understand the role of content in your marketing communications • To give you some tips to help with your social strategy • To network with other producers • To have fun © 2017. Marvellous Marketing Confidential. All rights reserved. 2 Welcome
  3. 3. Presentation Overview © 2017. Marvellous Marketing Confidential. All rights reserved. 3 Setting the scene 1 Introductions All 2 Brand Case Study Fix & Fogg Kathie 3 Storytelling Nicola 4 Packaging design and print Camilla 5 Content/PR/social/ website/edms/etc… Nicola 6 How can we help you/Marketing Packages Kathie & Nicola 7
  4. 4. Digital Media is the Growth Area © 2017. Marvellous Marketing Confidential. All rights reserved. 4 Websites Blogs e-Newsletters e- zines Videos Electronics Billboards Social Media Key Digital Media Whilst print is being used less and less integrated media solutions with a combination of digital and print are effective. Some people still prefer to get their news from print media.
  5. 5. Change in Food Shopping Habits © 2017. Marvellous Marketing Confidential. All rights reserved. 5 Specialty food stores, on line shopping and home delivery, plus farmers’ markets are all growing
  6. 6. Word of mouth recommendations are more important than ever before © 2017. Marvellous Marketing Confidential. All rights reserved. 6
  7. 7. Introduction © 2017. Marvellous Marketing Confidential. All rights reserved. 7
  8. 8. BRAND STRATEGY © 2017. Marvellous Marketing Confidential. All rights reserved. 8
  9. 9. • Your brand is the entire experience your customers and prospective customers have with your company and product • You must have a well differentiated brand to be successful • Know your target audience • It’s important to put equal emphasis on making a great product as well as a practical brand strategy. Too many kiwi producers put too much focus on their product and not enough on their brand strategy. © 2017. Marvellous Marketing Confidential. All rights reserved. 9 Brand Strategy
  10. 10. • In developing your brand strategy you must have a strong value proposition and one which opens up distribution opportunities. • More than ever before the power is with you to grow your brand awareness and sales through having a strong content plan that is shared across your website, social, e-newsletters, trade marketing and publicity. • Social media can be a very good marketing tool as long as you understand how to get engagement and build followers. This means committing time and resource. • Digital media (websites, e-newsletters and social) provide a unique opportunity to market your brand and can be reviewed and measured, so you can learn what works and what does not. © 2017. Marvellous Marketing Confidential. All rights reserved. 10 Brand Strategy (Continued…)
  11. 11. • Publicity and quality endorsement remain very good tools to grow brand awareness, trial purchase and market profile. • Targeted sales strategies are very important with continued growth in on line sales, farmers’ markets and specialty food stores, as consumers seek out quality product. • Trade shows and food shows or festivals are important for sampling but pick and choose which ones match your target audience. These shows all have a product life cycle. • Big supermarket chains are expensive to do business with and make it hard for smaller producers to deal with them. © 2017. Marvellous Marketing Confidential. All rights reserved. 11 Brand Strategy (Continued…)
  12. 12. © 2017. Marvellous Marketing Confidential. All rights reserved. 12
  13. 13. Product Strategy • Set out to produce the world’s best peanut butter • Developed the recipe and played around to get taste and texture perfect • Highly value the people that make their product • Use a tasting panel to get feedback • Producing a healthy product was important to them • New product development focus – new Peanut Butter flavours often in partnership with other artisan producers © 2017. Marvellous Marketing Confidential. All rights reserved. 13 Case Study : Fix & Fogg
  14. 14. Target market defined • Health conscious foodies who appreciate good quality • Have not narrowed this on age or gender • The biggest segment to engage with Fix and Fogg on social media are females aged 18 to 34 years old © 2017. Marvellous Marketing Confidential. All rights reserved. 14 Case Study : Fix & Fogg
  15. 15. © 2017. Marvellous Marketing Confidential. All rights reserved. 15 Case Study : Fix & Fogg Brand strategy Photography and Video Brand Story • They always had a vision for Fix & Fogg • An aspirational brand with a point of difference • Spent time to develop a good brand name (after the adventure characters from Around the World in Eighty Days) • Created a different story around multiple uses for their peanut butter • Sustainability was important to their business • They won’t align their brand with brands that don’t fit their brand strategy • Has been the gateway to their success • They knew that photos would build brand personality and create a point of difference • Shoot 20 to 30 new images every two months • Recognise the importance of brand story as creating a point of difference • Wrote the brand story themselves but used a professional writer to edit and improve • Always updating it Fix & Fogg put equal emphasis on product development and brand development
  16. 16. Social Media • Has played a HUGE role in their success • #pbpals and #fixandfogg for people posting about them or if they repost their shots using Fix and Fogg product • Strong engagement • New photography on-going • Video content • Interactive (followers regularly post images with their brand) • They get at least two new recipes per month from followers • Giveaways work very well • FB advertising strategy– to friends of friends • Always reply to posts • Turn negative feedback into positive by responding and offering to send free samples © 2017. Marvellous Marketing Confidential. All rights reserved. 16 Marketing Communications
  17. 17. © 2017. Marvellous Marketing Confidential. All rights reserved. 17 Facebook Giveaways 1.5k comments – 47 shares 7.9k comments – 90 shares
  18. 18. © 2017. Marvellous Marketing Confidential. All rights reserved. 18 New Product Launches Honey Peanut Butter with J Friend & Co NZ Artisan Honey Peanut butter bar – Wellington Chocolate Factory
  19. 19. © 2017. Marvellous Marketing Confidential. All rights reserved. 19 Promotion of Newsletter
  20. 20. © 2017. Marvellous Marketing Confidential. All rights reserved. 20 Recipes and Serving Suggestions
  21. 21. © 2017. Marvellous Marketing Confidential. All rights reserved. 21 Plenty of Fresh Content
  22. 22. © 2017. Marvellous Marketing Confidential. All rights reserved. 22 Website and Publicity Website Publicity • Their brand window to the world • The site reflects their brand personality, tells their story and promotes a vast array of recipes • The hub of their brand - they drive people to their website via social, PR, advertising and their quarterly e- newsletter • Offer delivery anywhere in NZ for $3 to promote trial purchase • Shopify template excellent • Has been the gateway to their success • They knew that photos would build brand personality and create a point of difference
  23. 23. © 2017. Marvellous Marketing Confidential. All rights reserved. 23 Promoting Award Success
  24. 24. • Charity Marketing Strategy: • Identified charities that support lower economic groups or cancer related causes to donate product to City Mission, Women’s Refuge, Ronald McDonald House • Product partnerships: • Wellington Chocolate Factory – chocolate bars • J Friend & Co Honey – Honey Peanut Butter • The Caker and Karen Walker (Fix & Fogg Peanut Butter Dark Chocolate Cookie) • Trade marketing and partnerships: • Distributors are partners and that is how the relationship is viewed • They are a key part of any new brand roll out and involved at an early stage © 2017. Marvellous Marketing Confidential. All rights reserved. 24 Associations and Partnerships
  25. 25. • Brand Strategy – had a strong vision for Fix & Fogg • Created a unique brand story • Research • Their people are valued and they have established a very positive team culture • Generous product sampling • Photography has been a gateway to PR and social success • Using social media very effectively • Out-sourced expertise (e.g. copywriting, design, photography, recipe development) • Working ‘in the business’ as well as ‘on the business’ • Learning from their mistakes © 2017. Marvellous Marketing Confidential. All rights reserved. 25 Fix & Fogg – Key Success Factors
  26. 26. © 2017. Marvellous Marketing Confidential. All rights reserved. 26
  27. 27. Expert Industry Knowledge • More than 45 years combined experience working with food, drink and lifestyle brands • We know the influencers personally • A vast network of food and media contacts We Can Make a Difference • Creative thinkers • Work with experts e.g. food writers, recipe developers, photographers, designers etc Deal with the Owners • We don’t hand accounts over to juniors when the business is won Fixed Fees • No hourly rates – means you can manage your budget © 2017. Marvellous Marketing Confidential. All rights reserved. 27 Why Marvellous Marketing
  28. 28. STORYTELLING © 2017. Marvellous Marketing Confidential. All rights reserved. 28
  29. 29. © 2017. Marvellous Marketing Confidential. All rights reserved. 29
  30. 30. STORY TELLING Is the art of sharing a story © 2017. Marvellous Marketing Confidential. All rights reserved. 30
  31. 31. Why do brands need to tell a story? © 2017. Marvellous Marketing Confidential. All rights reserved. 31
  32. 32. You must inspire users © 2017. Marvellous Marketing Confidential. All rights reserved. 32
  33. 33. A unique story sets you apart from the competition © 2017. Marvellous Marketing Confidential. All rights reserved. 33
  34. 34. Claiming you are better than the rest isn’t enough © 2017. Marvellous Marketing Confidential. All rights reserved. 34
  35. 35. You must build real connections with loyal customers © 2017. Marvellous Marketing Confidential. All rights reserved. 35
  36. 36. You must build a strong company culture with shared goals © 2017. Marvellous Marketing Confidential. All rights reserved. 36
  37. 37. You want to build brand equity that will reward you and your investors © 2017. Marvellous Marketing Confidential. All rights reserved. 37
  38. 38. Story telling builds love, trust, loyalty and ultimately profit © 2017. Marvellous Marketing Confidential. All rights reserved. 38
  39. 39. STORYTELLING TIPS © 2017. Marvellous Marketing Confidential. All rights reserved. 39
  40. 40. Brand Story © 2017. Marvellous Marketing Confidential. All rights reserved. 40 Identifies the problem Solves the problem Authentic Makes a Promise
  41. 41. Brand Story © 2017. Marvellous Marketing Confidential. All rights reserved. 41 Walk in the users shoes WITFM Friend Test Time
  42. 42. Brand Story © 2017. Marvellous Marketing Confidential. All rights reserved. 42 No longer than one page Elevator Test 50 and 100 word versions The basis for every brief
  43. 43. PACKAGING BOOT CAMP © 2017. Marvellous Marketing Confidential. All rights reserved. 43
  44. 44. • Print in smaller quantities • Make labels changes whenever you want • Full colour high quality • Target your customers individually • Get creative • Protect the environment © 2017. Marvellous Marketing Confidential. All rights reserved. 44 All you need to know about digital printing
  45. 45. • Application • Winding Style • Temperature • Surface Type • Product Shape • Preferred Finish • Longevity © 2017. Marvellous Marketing Confidential. All rights reserved. 45 Order the perfect label
  46. 46. CONTENT MARKETING BOOT CAMP © 2017. Marvellous Marketing Confidential. All rights reserved. 46
  47. 47. • Building a brand by marketing by creating and sharing of online material (such as videos, blogs, and social media posts) that does not always explicitly promote a brand but is intended to stimulate interest in products and services and build relationships with customers and potential customers. • Using all the tools available to you to tell your brand story and share insights and ideas which are aligned to your brand • BUILD AN AUDIENCE OF PEOPLE WHO WANT TO BUY YOUR BRAND BY BUILDING A RELATIONSHIP WITH THEM © 2017. Marvellous Marketing Confidential. All rights reserved. 47 What is Content Marketing?
  48. 48. How? © 2017. Marvellous Marketing Confidential. All rights reserved. 48 1 2 3 4 Research Plan Implement Review
  49. 49. • Who is buying your product? • What do they like? • Where can you find them? © 2017. Marvellous Marketing Confidential. All rights reserved. 49 Research
  50. 50. © 2017. Marvellous Marketing Confidential. All rights reserved. 50 Plan
  51. 51. © 2017. Marvellous Marketing Confidential. All rights reserved. 51 Plan
  52. 52. • FACEBOOK • INSTAGRAM • WEBSITE • BLOGS • EVENTS • ENEWS • MEDIA ENGAGEMENT • SALES COMMUNICATION © 2017. Marvellous Marketing Confidential. All rights reserved. 52 Implement
  53. 53. © 2017. Marvellous Marketing Confidential. All rights reserved. 53 Review
  54. 54. © 2017. Marvellous Marketing Confidential. All rights reserved. 54 Review
  55. 55. © 2017. Marvellous Marketing Confidential. All rights reserved. 55 Review
  56. 56. Review © 2017. Marvellous Marketing Confidential. All rights reserved. 56
  57. 57. 1. PLAN 2. VERIFY 3. COMPETITIONS & COLLABORATION 4. REDUCE TEXT ON IMAGES 5. NO PAY NO PLAY © 2017. Marvellous Marketing Confidential. All rights reserved. 57 Five Facebook Tips
  58. 58. HOW WE CAN MAKE IT EASY FOR YOU © 2017. Marvellous Marketing Confidential. All rights reserved. 58
  59. 59. BRAND COMMUNICATIONS AUDIT Receive review of what’s working and what’s not with suggestions for further development: • Brand Story • Website • Facebook • Instagram • E-news • Trade Marketing Communications Only $500 (offer available until the end of June 2017 only) © 2017. Marvellous Marketing Confidential. All rights reserved. 59 Marvellous Marketing Special Food Producer Offers
  60. 60. MEDIA ENGAGEMENT AND SAMPLE SEND OUT Marvellous Marketing will meet with you to decide upon news angle, draft media release and send samples and release to appropriate media. We will report back on media feedback and results of engagement. Only $2000 (offer available until the end of June 2017 only) © 2017. Marvellous Marketing Confidential. All rights reserved. 60 Marvellous Marketing Special Food Producer Offers
  61. 61. BRAND STRATEGY Develop a brand strategy, the definitive document that guides all brand activity and outlines marketing communication over 12 months including detail on • Brand Story • Product • Media Engagement • Website • Facebook • Instagram • E-news • Trade Marketing Only $2000 (offer available until the end of June 2017 only) © 2017. Marvellous Marketing Confidential. All rights reserved. 61 Marvellous Marketing Special Food Producer Offers
  62. 62. © 2017. Marvellous Marketing Confidential. All rights reserved. 62 None of this would be possible without the support of
  63. 63. Thank You

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