Advertising on prime time television and on the sides of buses often requires a hefty budget, but that doesn’t mean those brands are getting the most out of their advertising dollars. Even with a small marketing budget, there are plenty of ways to get exposure for your brand and get in front of the people who purchase your products without spending an inconceivable amount of money. Here are 5 ways you can advertise and promote your brand effectively without breaking the bank.
Consistently Use Social Media Advertising
Social media – Everyone uses it, day in and day out. In fact, Facebook continues to be the most widely used social media platform, with 79% of American internet users. Based on total population, 68% of U.S. adults (aka the folks buying your fresh products) use it. Advertising on platforms like Facebook and Twitter is a cost effective way to reach your intended audience. These social platforms collect data on their users that will allow you to target people not only based on demographic information, but also based on shopping preferences. For example, with social media advertising you can directly target people who watch the Food Network in California and love brunch. How effective is that?
Looking to reach your direct customers instead of consumers? LinkedIn advertising is a great way to connect to produce buyers and your industry partners. Studies show that 80% of B2B leads come from LinkedIn.
Create Relationships with Influencers
It is all about who you know. One way to get your products and brand in front of the eyes of potential shoppers across the nation is through your relationships with influencers.
Start by contacting a blogger whose content you like and think will represent your brand and messaging. After making your introduction, send them your product as a gift. Don’t forget to make it personal! Odds are, if you make a good impression, this influencer will feature your product on their blog, reaching an untapped audience for your brand.
Partner with a Complementary Business
The responsibility of owning an entire promotion and all the advertising costs that come with it can add up. Why not partner with a complementary business and co-host a promotion? This will not only help you save on costs and double your advertising efforts, but also help you reach new consumers who may have not even known of your brand to begin with. Just think: if you grow tomatoes, why not work with an onion brand to create great recipes? Or perhaps you could partner with a CPG brand for balsamic vinegar, or a kitchen utensil maker – the possibilities are endless! Learn about the benefits and whether a co-promotion is right for you here.
Generate Earned and Owned Media
Many fresh produce marketers haven’t fully realized the power of public relations when used in tandem with your advertising strategy. Consider the PESO model in terms of how to earn free media placements and how to use PR to generate placements that you “own.” Don’t simply wait until you have a major news story such as a rebrand of your company or a new product line to announce to reach out to the big publications in your industry. These writers are always looking for newsworthy stories to talk up, so take advantage of the free exposure and create regular storylines surrounding your products so that you aren’t just in the news when your company makes a major announcement. Here are some tips and tricks to reaching the right person to get your brand’s story out there.
Offer Free Digital Products/Resources
Providing your audiences with informational resources is essential to not only moving them down the sales funnel, but to educate them on what you do and why. Offering your audience free digital products, such as a case study or a recipe eBook, helps connect them to your brand in a more personal way.
It’s important to note that although these tips are helpful to a marketer with a modest budget, you still need to invest thoughtful time and commitment to create an effective strategy that will work well on behalf of your brand. Are you feeling empowered yet? We work with fresh produce marketers with budgets of all shapes and sizes. Let us know how we can help you make the most of your marketing budget!