As marketers of fresh food, we compete daily with some of the biggest, most well-funded brands in the food industry. It can feel daunting to cut through all of that noise and create a space that elevates our brands in a meaningful and lasting way. But each day we do just that. We are reaching the right people and we are generating demand for our fresh food products. Here’s how…
How To Elevate Demand For Fresh Food
Practice What You Preach
Elevating demand for fresh food has been the cornerstone of our business from day one. Keeping this idea central to what we do has helped us make impactful decisions on behalf of our clients and our own company for almost two decades. It has provided a compass we can continually come back to. What central idea is the compass for your company when making strategic decisions? Make sure that is defined first.
You Need a Purpose... and a Plan
After you’ve identified a central idea or purpose, you'll need a plan to put it into action. When thinking through all the marketing opportunities available, consider the following questions to guide your strategy:
- Is my messaging, graphics, and other content relevant and up-to-date?
- Do I understand my audience's pain points?
- How can I make it easier for people to find, use, or engage with my product or service?
- What types of marketing tactics will help me connect and build loyalty with my audience?
- What tools can I use to measure consumer engagement and response?
Stay Aware and Be Consistent
You have a purpose and you have a plan, so now what? We all know it takes time to build engagement, trust, and loyalty. The best way to do this is to keep your focus sharp and consistent. When I say stay consistent I mean to stay true to what you’ve set out to do. It's easy to get caught up in the ever-changing marketing landscape or the new and shiny opportunities. Capitalizing on trends is important but make sure you're staying consistent with your overall purpose and strategy.
Stay consistent with your graphics and your messaging. Stay consistent with how you show up and interact with your audiences in person and on social media. Repetition helps you connect and be remembered. What I don’t mean is to stay so locked into your plan that you are unable to see when it is not working anymore. Use your senses. Look, listen, ask questions, welcome feedback.
Your Data Tells A Story
Another huge factor in moving the needle forward for our clients has been our measuring and reporting systems. Your data tells a story if you know what to look for. Our team of experts uses their experience along with a wide array of digital tools to enhance what they are seeing. This paints a richer picture of what is happening for our fresh food brands month over month, year over year. On social media, we can see what content is working. In public relations, we can see what angles are getting better lift-off. Or how a digital campaign or sweepstakes is driving more shoppers into specific stores. These are powerful tools. Not everyone has the time or the resources to tap into them fully. Luckily for us, it has become a part of how we deliver on the promise of helping to elevate demand and push the needle forward.
Last month we took a look back at a few key areas from 2021. Here is how our work has helped to impact demand for fresh food:
The last point I want to add here may be one of the most important. We’ve been successful in elevating fresh food because we are doing it together. Our team celebrates this purpose with each other and also alongside other like-minded people and companies that value this as much as we do. Our team volunteers and works closely with key industry associations, company boards, nonprofits, and panels that are all working to increase consumption or the demand for fresh food products.
Simply put we are in this together and we are better together.
In the last year, we have also had the privilege of working on behalf of amazing companies like Brighter Bites which is an incredible force, providing access and education to families in need of fresh food. We've also brought fresh food companies together for partnerships and alliances that have helped to enhance their products and services and have further increased demand.
Consider what companies or brands you might want to align with, where you can both reinforce the good work you are doing and complement each other’s products or services.
We stay committed to increasing demand for fresh foods first and foremost and hope you will too. If you have more questions about how we might be able to support you in enhancing your marketing planning or strategy please be sure to contact us. As they say, “a rising tide lifts all boats.”