7 Tips in Food Marketing

Though many of the marketing practices are the same for other industries, it is clear that passion and an understanding of the industry is key. The more you dig into this industry you soon realize how vast and diversified the businesses are involved within it.  The food marketing process begins as early as sourcing the ingredients and doesn't stop until the consumer experience is tracked and measured.  It's all the in between activities that separate a good marketing launch from a great one, and here are my 7 tips for new food manufacturers and consumer brands to get you started.

 1. The average consumer is knowledgable and wants to know what ingredients are part of your final product.  Stay true to sourcing from growers with good reputation of quality and work standards.  Build up your relationship with your suppliers to negotiate on price which can make you more competitive at market or increase your profit margins.  It's a win win.

2. Conduct focus groups throughout your R&D and know your market.  Your focus groups need to be an accurate reflection of your target marketing, not just your buddies.  Focus groups will help you identify issues with your ingredients, potential competition oversights, mastering the recipe, determining pricing points, and real insight to the final packaging prior to going onto the store shelves.

3. Be true to your product with the right type of branding.  The identity of your product has to be easily understandable to potential consumers. The retail food shelves and online are both highly competitive and your product must stand out.  Go out and scan your competition and see how your branding can pop out from the rest.

4. Get your 6 essential communication tools in place at minimum to start - website - packaging - twitter - facebook - blog - product overview presentation or video.  Make sure that anything visually or written that is released to the public is a true reflection of your brand.  You only have 1 chance to make a lasting impression and not to confuse your potential consumers and buyers.

5. Be witty with your marketing budget and activities.  Don't go head on with the big names by advertising in the same magazines, think outside the box to make your brand standout.  Red Bull took the population by storm in 1997 with their direct marketing tactics with crazy looking cars, but it sure got our attention and at first didn't threaten the big names of Coke and Pepsi.  Now selling 4.5 billion cans a year, they are free to compete head on all they want. 

6. Ramp up your PR.  Everyone has a story to tell, whether your product is revolutionary or not, focus on a twist that can captivate an audience and share it with the world.  Your product will never succeed if you are waiting for people to come to you.  Share the press release with local papers, bloggers and work your way up to the larger publications as you grow.

7. Maintaining quality in your product output and customer service during growth periods is key for your reputation.  Many new companies that secure their first big account or large order tend to slip on quality as they rush to keep up the fulfillment process.  Never forget that the quality must be consistent and customer service must remain the focus, as it is more difficult to find a new customer then to keep an existing one.  A loyal customer base is the key to longevity.