Transcript aolone sell your products in asia

Module 5 : Healthy Food
- Marketing for Impact
Overview
This module examines how your marketing can win more
market share based on a marketing message specifically
carrying a health and wellness focus.
Learners will learn from new and innovative techniques and
exciting marketing tactics to stand out with a healthy message and
unique selling points, planned and packaged in just the right
campaign strategy. This module will provide fresh ways to find your
ideal audience and attract them to become loyal followers and
purchasers of your great food!
BEFORE WE TAKE YOU ON A MARKETING JOURNEY –
TAKE CARE TO ADHERE TO FOOD LABELLING RULES
Principal behind food labelling rules – they
must not mislead the consumer:
“as to characteristics of the food and in particular, as to
its nature, identity, properties, composition, quantity,
durability, country of origin or place of provenance,
method of manufacture or production”
Marketing Challenges faced
by all Small Food Businesses
You know that your main challenges include.
• Expense of building a brand
• Lack of marketing expertise or finance - or
both
• Need to educate the consumer on the
product benefits
• Finding the right ‘fit’ distribution channel
Marketing healthy foods
– a winning strategy – why ?
Nielsen’s 2015 Global Health & Wellness Survey
Polled over 30,000 individuals online
– 88% are willing to pay more for healthier foods.
– All demographics would pay more for healthy
foods: GMO-free, no artificial colours/flavours, ‘all
natural’ tag.
– People want functional foods: high in fibre (36%),
protein (32%), whole grains (30%) or fortified with
calcium (30%), vitamins (30%) or minerals (29%)
– People want foods to reduce disease and/or promote
good health.
Let’s start at the beginning –
What is Marketing?
The ‘official’ definition....
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large. (American Marketing Association, July 2013)
OR THE ONE WE PREFER
Marketing is …an approach to business that puts the customer at
the centre of all your company’s activities.
If we know that our consumers are specifically interested in health
messages – then we can communicate directly to those interests.
What is Marketing?
For us, marketing is
like the laundry,
the job is never done!
OUR TOP TIP
Do not look at marketing as just another function
in the business; approach it as a way of doing business.
It is about standing out and trying harder
Know Your Audience
•
It is crucial that you understand who your target audience is and then look at
the world from their point of view – what health concerns have they, how
will your product ‘solve’ their needs ?
•
You have to have an intimate understanding of the people you are trying to
reach in order to motivate them to take action.
•
Before you can understand your audience, you need to pinpoint who they are.
Different people respond to different messages, so you should be as specific
as possible when you identify your target audience.
•
Ask yourself the following questions:
– What do they want? What problem do they have that I can solve?
– What do they care about? What do they dislike?
– Where do they hang out – online, in person?
•
Once you have clearly defined your audience, you can tailor your marketing
tactics to reach them.
What are you marketing ?
Do you know that people don't just "buy" a product?
They "buy" the concept of what that product will do
for them, or help them do for themselves.
For example
• People who are overweight don't join a slimming club
to go to meetings. They "buy" the concept of a new,
thin, happy and successful self.
• When I book my child on a cookery course, I am
buying them the experience of learning a new skill for
life.
Thus, all your marketing needs to speak to the
consumer in terms of features and benefits..
• Product Features - Features are descriptive, they describe what a
product or service does. They are very effective in health food
marketing as customers like, and even expect, to see the specifics
of what they are consuming through your product e.g. calorie count,
nutritional benefits
• Product Benefits - Benefits translate a feature into a solution that
solves a customer problem. Solving consumer problems is one of
the best ways of finding a winning business idea.
• But first, laying Foundations ..
How do I differentiate my business ?
The use of language & visuals are a powerful tool
Benefits Matter!
• Promoting your product benefits can encourage
customers to make healthier buying decisions
despite a higher price point.
• By highlighting benefits, your marketing supports
the value perceived by consumers and will result in
more purchases.
What customer problems does your product solve?
Features & Benefits
as part of your message…an example ....
FEATURES
E.g. ‘Fully Recyclable
Packaging’, ‘High Quality
Ingredients’
BENEFITS
E.g. ‘Reducing your
impact on the
environment’, ‘A little taste
of luxury’
+
BRAND VALUES
E.g. ‘Kind to the
environment’, ‘Premium’

BRAND IDENTITY
E.g. Communicating a set of
associations using your
maketing tools to reflect the
features, benefits and values
of the brand.
EXERCISE – please list 5 product
features and 5 product benefits of your
product with emphasis on health,
nutrition, environment etc.
FEATURES
BENEFITS
1)
2)
3)
4)
5)
1)
2)
3)
4)
5)
These are the foundation of your healthy food marketing message –
use in all your communications – packaging, website, press releases.
Great marketing starts with a great brand
“The best brands are
built on great stories.”
Ian Rowden, Chief Marketing Officer, Virgin Group
Great marketing starts with a great brand
(particularly relevant to healthy food products)
•Your brand is an asset and should be treated as such.
It is more than a name, it should make an emotional
connection with the consumer and stay in their memory.
• A brand inspires customer confidence. It must prove its
difference (why is this product better than competitor) .
IS AN EGG IS JUST AN EGG ?
Great marketing starts with a great brand...
Branding examples that create differentiation & stand out.
Put effort into your brand name Happy is a very strong brand name.
An egg is just not an egg!
It makes financial sense to build a great brand.
Brand loyal customers
Are less price sensitive
Have more of an emotional connection to your
business
Increase sales revenue overtime – so you can
maximise the life value of a customer
Become Brand advocates – Get your customers
talking about you to others.
Are less costly to service.
BRANDING CASE STUDY
HIRO by Roisin Hogan,
Ireland
Brand name: HIRO
HIRO means abundant and
generous in Japanese, which
Roisin feels embodies her
brand.
Product: Range of noodles are
made from the flour of the Asian
Konjac vegetable!
Features: Hiro is low in sugar,
fat free, practically carbohydrate
free.
Benefits : “HIRO Noodles are
“surprisingly filling”
How HIRO communicates
its features/benefits.
Pay careful attention to the wording and use of
language - packed with features and benefits
ABOUT
“HIRO by Rosin” is an exciting new
range of delicious, fresh, unprocessed
& convenient chilled meals. Always
super healthy, super filling & super low
in calories too.
A real healthy HIRO
MEET ROISIN
Roisin is an entrepreneur & serious
food freak! Driven by a goat to eat
well, look well & feel fabulous, without
the fear of the scales, the HIRO by
Roisin range was born.
Important to focus on the
person behind the brand
Roisin competed in front of millions
on BBC1's The Apprentice, a popular
UK entrepreneurial television show.
Her personality and story are at the
core of her brand. Again, look at the
language she uses in her marketing
material – it is passionate and
connects with emotions.
The Lesson?
Successful brands will tap into
emotion as a foundation for
meaningful differentiation &
authentic storytelling.
SAMENESS
• Your challenge is to rise above others and try to uncover
how your business is superior from the others in your
industry.
• Why do you deserve to get the customer over a similar
business?
• These days, it simply isn’t enough to compete on product
or price. Today, consumers are after something more.
They look for substance and often buy with emotion.
• This means that you need to create a memorable
MESSAGE (brand story) that stands above what you’re
actually selling.
What is a Brand Story & why you need one?
•
•
It is a blend how you came to be, what you’re passionate about (in this case
healthy food), your business culture (in this case the ethics behind your
business – environmental etc), how your product make people’s lives better
and why your product is worth noticing.
Good brands often have human traits that your targets might identify with.
They have a strong emotional context. You want your customer targets to
think ‘he/she is like me’ or ‘that’s how I think’.
What is a Brand Story & why you need one?
•
Your story isn’t just what you tell
people, it’s also what they believe
about you based on the signals your
brand sends. The brand story is a
complete picture made up of facts,
feelings and interpretations,
everything you do, each element of
your product, business or brand, from
the ingredients you use, the way you
prepare and present your product,
your packaging and even your
distribution is all part of your brand
story and every element should reflect
the truth about your brand back to
your audience.
More great information on brand stories at: http://thestoryoftelling.com/brand-story-services/
Your Brand Story
The elements to create or capture your brand story…
• Start with your Personal Story: Your history, how you got started, the
choices you made, were other characters involved?
• Your Passion Story: What you love and why you love what you do.
• The Personality Story: How people might experience your brand, the
customer experience or your approach to the work.
• The Customer Story: What do you customers say about you?
• Employee Story: How employees explain the systems, the ‘feel’ or
culture of the business
One you have worked on your story, make sure you share same
On your packaging, website, in your literature, in videos, through
the emails you send out, events you sponsor, attend, speak at
– in other words – everywhere !
EXERCISE
Complete our Tell Your
Story Workbook
This exercise will help you
to develop powerful marketing
material which can be used
across all your marketing
Some interesting brand names that stand out
Note, the
healthy
drinks
category is
typcially
very good
at branding
&
packaging
Some interesting brand names
Purearth & interesting approach to individual drinks names
Some
interesting
brand names
that stand
out
Skinny Chef
superfood
sauce
Some
interesting
brand names
that stand
out
Fitfuel –
explains their
passions
Fitfuel has evolved from the
intersection of three areas we
are passionate about:
FOOD, SPORTS & HEALTH
DELICIOUS REAL DAIRY ICE CREAM
With added whey protein to assist you to maintain
& increase your strength levels
Stand Out Tips
• Need to sell
YOUR personality
- write in
language real
people
understand.
• Get rid of the
jargon. Make your
sentences
shorter. Add a
touch of humour.
Sound like you’re
a human!
Focus on Your Message
• Be clear about your USP, your Unique Selling Proposition.
This is the factor or reason that one product or service is
different from and better than that of the competition.
• If you cannot pinpoint, explain or highlight what makes your
business or product unique from your competitors, you won’t
be able to target your marketing efforts successfully.
• What you need to do ....
Analyse your competitors, their brand story, their marketing
messages, their features and their benefits, now where can
you excel ?
Complete our USP assessment tool – here
Your Message
• What’s Your Niche?
– A niche is a specialized part of a market for products or services.
• With a Healthy Food business, you are already
working within a niche within the food industry.
But you can specialize further.
• 7 Steps to Defining Your Niche Market
– http://www.entrepreneur.com/article/240163
• Finding Your Niche in 20mins or Less, with 3 Simple
Questions!
– http://www.chrisducker.com/finding-your-niche/
Telling your story - the essential part
of your marketing message.
Key considerations:Our brains process images 60 times faster than words – so use images or graphics
HOW STORYTELLING AFFECTS THE BRAIN
NEURAL COUPLING
A story activates part in the
brain that allow the listener to
turn the story in to their own
ideas and experience thanks
to a process called
neural coupling
MIRRORING
Listeners will not only experience
the similar brain activity to each
other, but also to the speaker.
DOPAMINE
The brain releases dopamine into
system when it experiences an
emotionally-charged event, making
it easier to remember and with
greater accuracy.
CORTEX ACTIVITY
When processing facts, two areas of
the brain are activated (Broca’s and
Wernicke’s area). A well-told story can
engage many additional areas,
including the motor cortex, sensory
cortex and frontal cortex.
http://seopresr.com/blog/how-to-improve-your-sales-emphsoatically-through-storytelling/
CASE STUDY - Dr Coy’s Health Foods
A chocolate bar that’s actually good
for you while tasting nice might sound
too good to be true but it has been
developed by Irish company Dr Coy’s
Health Foods and is available in shops
around the country.
The Dr Coy’s bars offer “tasty chocolate
with health and nutritional benefits: they
have lower effects on blood glucose
levels, are high in fibre and vitamin E,
and are gluten and lactose free”.
http://www.drcoys.ie
CASE STUDY - Dr Coy’s Health Foods
“We appeal to customers who have a desire to eat healthily but do
not necessarily have to for medical reasons – for example, 97 per
cent of new gluten-free purchasers in the UK are not coeliac.
Note they cite healthy eaters as their main target and not just the
coeliac or gluten free purchasers. They use pricing as a key
marketing tactic –
“Many healthy snacks on the market are priced between €1.80 and
€4.50 in health food stores. We have priced our bars at €2 and have
found customers very receptive to this price point.” - company
founder Alison Stroh
BRINGING THE BRAND TO LIFE
the importance of packaging
The Importance of Packaging
If product packaging does not connect with the consumer, sales suffer. Whatever
the reason — be it inconsistency, inferior materials, discoloration or damage — bad
packaging impacts consumer decision making and devalues the quality of your
brand and product. Packaging has a
• Functional role: Protecting goods from getting damaged or contaminated,
prolonging your product’s shelf life and making sure the product doesn’t spoil.
• Legal role: It also houses legal requirements such as ingredients, weight,
nutritional and allergy information.
• Standout: Packaging can be hugely effective in helping to cut through the
visual clutter consumers are faced with, helping your product to gain shelf standout.
• Brand Building role: Your packaging needs to reflect what you are all about
and tell your story.
Imagery appropriate to the target group –
e.g.children
Strong promise in the brand name –
use of word Honest….
Case Study – Good4U, Ireland
• 2004: Bernie Butler and
daughter Michelle (certified
dietician & nutritionist),
discovered the ‘sprouting’
trend and developed a range
of ‘Super Sprouts’ product broccoli, clover, alfalfa and
radish shoots.
Focus
again
on the
“brand story”,
people
behind
the brand
Functional
& informative
messaging…
Building a
Brand >
Backing
up the
benefits..
TIME TO START
MARKETING
Remember, our laundry comparison
?!
Effective marketing ...
•Constantly talks with the customer
(not at the customer) – it is focused on
meeting customer needs and solving
problems
•Creative and engaging
•Consistent – not ‘stop start’ but you
are always in active marketing mode
Great marketing ...
ties everything you do together into
something remarkable and
memorable.
FOCUS ON CONTENT MARKETING
Content marketing is about creating and distributing relevant and
valuable content to attract, acquire, and engage a
clearly defined target audience
with the objective of driving profitable customer action.
It is about providing content-driven experiences that are
educational, entertaining or useful to your audience, but
ultimately drive engagement, awareness and sales for your
business.
CALLS TO ACTION are at the heart of the approach.
CONTENT MARKETING in practice
Content Marketing is about creating and sharing valuable
free content to attract customers to your brand, and to turn
customers into repeat buyers who are loyal to your brand.
The type of content you share is closely related to what you
sell; in other words, you’re educating people so that they
know, like, and trust you enough to do business with you.
There is a huge opportunity for innovative healthy food
marketing using valuable content to build your brand and
your customer base.
Education is a powerful content
marketing strategy
Who are you educating?
•Ideal customers?
•Potential target markets and market segments?
•Centres of Influence, e.g food media, food bloggers
•If using email marketing, how good is your database ?
More later
Who are you educating?
•Your Solutions (products and services)?
•Your Knowledge?
•Your Insights into the Industry you are involved in?
Education is a powerful content
marketing strategy
Where are you educating?
•Social media?
•Your website/blog?
•Through ezines ?
•Online via videos, webinars, podcasts?
Why are you educating?
•To build credibility about you, your company or your
solutions
•To differentiate you, your company, your solutions
•To gain competitive advantage
When you educate your customers about
Sharing your knowledge online is
your products, they feel you are providing
very effective in building your
additional
reputation – post personalised
pay.
value
for
the
price
they
Use your skills, expertise and
video on YouTube, Foodbuzz
knowledge to assist the consumer. James
Whelan Butchers have produced a series
Produce
of easy to follow videos from their own
featuring favourite local dishes and
master butchers to teach kitchen and
your producers Circulate these to
cooking meat skills.
your customers, add them to your
website,
a
series
Facebook
of
recipes
page
and
through recipe sharing sites all
over the web. Ask for feedback on
how the customer got on.
http://www.jameswhelanbutchers.com/info/category/video/
Education is a powerful content
marketing strategy
When are you educating?
•Daily?
•Weekly?
•Monthly?
•Continually?
•When sales go down?
How are you educating?
•How interactive can you make the experience?
•Didactic (one way with no feedback loop)?
•Questions and Answers?
The 3 Most Persuasive
Words in marketing
1. You - we become more engaged and
even more trusting of a message in which
our name appears.
2. Free – powerful but only use free when it
makes sense, and only in the right
context.
3 Because - you have to remember that it
all comes down to answering your
customer’s #1 question - What’s in it for
me?
Types of CONTENT MARKETING,
and it is mostly online ...
Social Media
Blogging and Articles
- Mailing List & Newsletters
- eBooks, Reports, White Papers
Infographics
Memes
Videos
Guides
Book Reviews
Opinion article/post
How To article/post
Product Reviews
‘Top 10’ Lists
Link Pages
Case Study
Podcast
Interview
Original Research/data
http://www.quicksprout.com/wp-content/uploads/2015/09/15-Types-of-Content-That-Will-DriveYou-More-Traffic.pdf
Types of CONTENT MARKETING,
and it is mostly online ...
All the ingredients for great content are around you!
An impromptu video of your workshop/kitchen can be turned into a
YouTube video.
•Prep work for a sales meeting/presentation can be transformed into a
captivating industry insight
•Customer case studies can be turned into insightful blog posts
Ask yourself, what questions are you asked most frequently
by potential or current customers – then answer these. This will help
you to make sure your content meets your customers’ needs
BUILDING A
COMMUNITY (tribe)
The Happy Pear have created a strong online
community and a loyal following across their Social
Media platforms and channels. Each week they release
videos on The Happy Pear YouTube Channel and
they’re also part of Jamie Oliver’s Food Tube family –
the largest foodie community in Europe.
Digital marketing is a huge part of what they do.
www.happypear.ie
BUILDING A
COMMUNITY (tribe)
Social media platforms and channels including:
Twitter – https://twitter.com/thehappypear
Facebook – https://www.facebook.com/thehappypear
Instagram – https://instagram.com/thehappypear
Pinterest – https://www.pinterest.com/thehappypear
Youtube –
https://www.youtube.com/user/happypeargreystones
www.happypear.ie
Pop-up Subscription for Free
Recipes
(people love free recipes)
www.happypear.ie
Digital Marketing (video)
Video is the future of content marketing. It is entertaining and naturally engaging. In
an age of information overload, good marketing content should be easy to digest so
video is the best way to do this. VIDEO WORKS BECAUSE....
It Captures Attention
Nothing beats creative video content to capture an audience. Quality, engaging
video content is fantastic for brand awareness. The key is creating videos that are
worth viewing and encourage a level of familiarity that helps to build a
connection between the brand and the viewer. Make them feel like they are
in your kitchen cooking with you, learning from you, laughing with you.
Trust
Videos show the human aspect. When real people, places and food appear in your
videos it will help to gain the trust of the viewer. This trust will make the difference in
helping to promote your healthy food message e.g. We’re local, fresh and care
about our customers.
Digital Marketing (video)
Easily Digestable
The attention span of internet users is diminishing every year . They want to get to
the point, fast! Videos are seeing a huge increase in usage, while their length is
continuing to decrease. Audiences are far more likely to engage, embed, share and
comment on video content than blogs or related social media posts.
Mobile Phones
Advances in technology are leaning more towards favouring the video marketer. For
example, Facebook’s addition of autoplay. You are more likely to capture a
customers attention on a mobile device. Smart phones are everywhere, take
advantage of this effective way to reach potential and existing customers and share
and promote your video.
Improved Search Engine Optimisation
Utilizing video and sharing on social media channels will increase your search
optimization ranking ,driving more unique users to your website.
Digital Marketing (video)
Amazing Marketing Reach
YouTube is the second largest search engine in the world.
Google is naturally number 1 and Google owns YouTube.
So by having your video onYouTube, your videos and content are appearing o
n the two largest search engines on the internet.
Using digital marketing will allow us to analyze and understand what is
and isn’t working from our marketing campaign. You can monitor what is
being viewed, how often, for how long, who is viewing it and where
they are geographically.
Digital Marketing (Social Media)
• You know what Social Media is – Facebook, Twitter, Instagram,
LinkedIn, Pinterest, Google+… but not sure where to start?
• A really good resource ..
• Getting Started With Social Media: A Resource Guide
http://www.socialmediaexaminer.com/getting-started/
• Includes articles on:
–
–
–
–
–
–
–
Facebook – Business Page, Mobile Apps, Resource Guide
Twitter – Getting Started, Twitter Cards, Campaign Reports
LinkedIn – Profile as a Marketing Tool, LinkedIn Ads
Google+ - for Visibility, Coolections, Analytics on the Dashboard
Pinterest – Boards, Promoted Pins, Analytics Tool
Instagram – Scheduling, Reources, Competitions Guide
Plus – Blogging, Video, Visual Content, and Podcasting
What is a hashtag # ?
Before we get started on social media you need to know about Hashtags or #’s.
Hashtags are used for the categorization of topics and conversations
on social media and have the potential to be very valuable.
What began on Twitter has now spread across all social media platforms
And everywhere in between. A hashtag will make your content
more accessible and viewable by anyone in an interest in the topic.
So if you use #healthy food and #food every time you post across
your social media pages then we are going to see a huge
increase in numbers engaging with our message.
Let’s Start with Facebook
Facebook is still the most popular social media website We have all used it is
personally but it also a great space for businesses to create pages, photos,
videos and links to other social media sites. It is a great resource in
communicating with existing customers and targeting potential ones.
FOCUS ON ENGAGEMENT
& not just how make likes you have
Facebook defines engagement in one way and one way
only: fingers clicking specific buttons. There are 4 main
ways fans engage - like it, leave a comment, share it
with others, or click on a link. The more often your
fans engage with you, the more often your posts will be
pushed out into their News Feed.
Top Tips - Facebook
Facebook changes very often! One of the best way of keeping up to speed is to
follow the Facebook guide for business - www.facebook.com/business
Tip 1 Post Consistently
Be consistent in the quality and types of posts you create. This will help people
know what kinds of messages to expect from you and how they tie into your
business
.
Tip 2 Target your Posts
Depending on your goals, you may want to post something that will interest
people in specific ages, genders or more. Target based on gender, interests,
age, location and more.
Tip 3 Keep post images & text fresh
Post timely content – eg. coming up to Winter, highlight special health benefit
recipes
Vary content and images
Respond quickly to comments on your posts to let fans know you're listening!
Top Tips - Facebook
Tip 4 Boasted posts and Facebook Ads
Facebook advertising provides you with the opportunity to really hone in on
your target audience of healthy food consumers. It gives you the ability to
target posts by gender, location, occupation, age, interests, hobbies and
much more.
* Boosted posts appear higher in News Feed, so there's a better chance your
audience will see them.
* Use link ads to drive people to your site, and include special codes they can use
at checkout
* Drive urgency with a time prompt like “free shipping, this weekend only”
Tip 5 Connect with Pictures and Words
Use high-quality photos that showcase your business or products, or lifestyle
images of people enjoying your products. Keep your sentences short and
instructive.
NB – new Facebook rules - Avoid promotional phrases such as "buy now" and
"shop now.
Top Tips - Facebook
Tip 6 Use statistics to guide how you get the most out of Facebook
Post engagement, such as the number of people your posts were shown to,
likes, comments, shares and more
People who like your Page and other demographic information, including
their genders, ages and locations
Healthy food brands on Facebook
Goodness
Grains:
Call to Action
in Timeline
Cover ,
Prominent
Shop Links
www.facebook.com/GoodnessGrains
Healthy food brands on Facebook
Mary’s Gone Crackers:
emphasis on strong
brand values
www.facebook.com/MarysGoneCrackers
Twitter
Twitter is micro blogging in 140 characters
It is very powerful in building community and trust
Food media love Twitter – engage
Share pictures videos, stories and links, getting involved
in conservations, be interactive, Twitter is a conversation !
Promote others
Use Tweetdeck or Hootsuite to help you to manage
mentions and respond
Build up a list of people ‘to follow’ based on
mutual shared interests in healthy foods,
dietary requirements, local artisan food etc.
Twitter
Be Twitter Active
Share videos, recipes and images. Ask questions. Show you are an expert in
your healthy food area
Do a live demonstration using twitter video. When you post content that doesn’t
evoke a response don’t leave it at that. Continue communicating so that you
build a relationship. It doesn’t always have to be about you. You can also
engage in off topic issues so that you’re adding credibility
Watch Others and Learn
Twitter is a great way to track what others in your market place are doing. Look
at other brands....
What makes them stand out?
What is applicable to your sector and your business?
Look at how they interact with their customers?
What makes them interesting?
Top Tips Twitter
Mentions – A mention is any Twitter update that contains
"@username" anywhere in the body of the Tweet.
https://twitter.com/mentions
Retweet – Retweeting is how you share interesting content on
Twitter.
Direct Connect – This is how you send a private message
# Hash Tags – tag topics of interest to follow conversations of
shared interest with people who you may not be following your
or vice versa
Lists- Twitter’s groups feature bunch together users to see what
they are saying
Healthy
food brands
on Twitter
@BradsRawFoods
great use of images!
Healthy food brands on Twitter
@StriptSnacks showcasing brand advocates
Instagram
Instagram is a powerful platform for creating visual content
for your healthy food.
It has some amazing and very easy to use photo editing
tools. There are some great online tutorials that will show
you the how to take the best Instagram:
The Ultimate Guide To Instagram Video:
Everything You Need To Know
Food Photography: 7 Tips For Instagram
4 Instagram Tips
1) Frame your image correctly.
Use your phone camera app rather than the Instagram
camera so you can take multiple shots.
Make sure the image isn’t blurry and hold the camera as still
as you can.
Use the Top Down method.
Get close to the food from the top down so that the food fills
almost the entire frame and your food should generally be
at the centre of the photo.
2) Adjust the contrast.
This will basically make the dark colours darker and the
whites whiter but it will also even out the image.
4 Instagram Tips
3) Avoid filters
Filters are excellent for landscape photography and for
portraits but for food using the wrong filter can make the food
look under or overcooked.
Play around with the filters that are available and see while
suits your image best but in some cases it may be best to
avoid.
4) Video
You can record short videos on your Instagram. Give your
followers a little sneak preview to the finished product of a dish
that you have created & link them back to your website,
Facebook or blog for the full recipe.
-Healthy
Food
brands on
Instagram
wyldsson
Key focus on
clean eating, healthy
messaging and
imagery.
www.instagram.com/wyldsson/
-Healthy
Food
brands on
Instagram
nobó
Instagram
Community
(Integrated into their website)
http://nobo.ie/community/
Blogging
Blogs are a form of social media. Through social sharing,
comments and engagement, blogs provide the basis for building a
very targeted community.
A blog is the part of a website that displays a writers’ articles
based on own experience, observations, opinions
• You can use a blog only site
• Articles (or blog posts) are updated
on an ongoing basis, listed in chronological
order on your blog, and show dates of posts
Blogging
Blogs support search optimization. Because of their structure, blogs
are search friendly. You can enhance this by focusing each article on
a specific keyword phrase and link to internal and external content.
Blogs drive and support sales. Write blog posts about how to use your
Products, then link them to your specific product pages to further the
sales process
The only thing blogging costs you: your time but can be very effective
in establishing you as an authority in your area. Answer common
questions with your content, providing industry specific information
that your potential customers are interested in and searching for –
Expert!
Blogging
1. Pick your Topic Carefully – choose something you know
well – this is a very useful blog inspiration tool and title
maker http://www.portent.com/tools/title-maker
2. Keep it Short and Sweet to start – aim for 200 to 250
words
3. Determine your Main Points – 3 or 4 is plenty
Some excellent examples .... http://saucepankids.com/blog/
Blogging Resource eBook
• Did you know that nearly 40% of US
companies use blogs for marketing
purposes, and companies that blog
have 55% more website visitors?
• Marketing data clearly shows
that blogging is a critical piece of the
inbound methodology and directly
correlates to better business results.
In this 83-page ebook, you'll learn:
–
–
–
–
–
How to find content to blog about
How to optimize your blog posts
How to promote your blog
How to measure your blog
Business blogging best practices
http://offers.hubspot.com/an-introduction-to-business-blogging
Healthy food producer blog Nobó
- tyb* mag* Treat Yourself Better
• TYB Magazine was launched by Nobó in late 2015 to share
ideas, create a community and resource to help you live your
best life.
• Their goal is to share inspiring ways to treat yourself better!
• 4 Blog Categories:
EAT BETTER,
WORK BETTER,
LIVE BETTER,
MOVE BETTER
Healthy food producer blog – Good4U
http://www.good4u.co.uk/blog.html
Healthy
food
producer
blog –
Nua
Naturals
http://www.nuanaturals.com/#!blog
Healthy food
producer blog
Kinsale Bay
Food Company
http://kinsalebayfoodco.com/news
Email Marketing
•
•
•
•
•
Email is a top way to build a customer base.
– Everyone’s got an email address which they log
into several times a day.
– Most people with smart phones are signed into
their email accounts 24/7 with push notifications enabled.
– Email is much more personal, direct, and a reliable
way to get in touch with most people.
An email list is a personalised, targeted, purposeful, one-to-one network
of people who are specifically interested in your business, that you retain
full control of.
Capturing customer, and potential customer, data is a priority
Organising, filing, and safely storing the data is both a legal requirement
and good business sense.
The good news is – software makes it easy!
Email Marketing
•
Email is a top way to build a customer base.
– Everyone’s got an email address which they log into several times a
day.
– Most people with smart phones are signed into their email accounts
24/7 with push notifications enabled.
– Email is much more personal, direct, and a reliable way to get in
touch with most people.
•
•
•
•
An email list is a personalised, targeted, purposeful, oneto-one network of people who are specifically interested in
your business, that you retain full control of.
Capturing customer, and potential customer, data is a
priority
Organising, filing, and safely storing the data is both a
legal requirement and good business sense.
The good news is – software makes it easy!
Email Marketing
•
Sending a digital newsletter to your mailing list is a free, smart, effective
and easy way to keep your business brand and your marketing message
in front of your customers, and potential customers, on a regular basis.
•
Software makes it easy, from data collection to design – e.g.
www.Mailchimp.com is free for up to 2,000 subscribers.
First you capture contact details (email, first name, last name at least)
for any prospect or customer data you have access to.
•
•
Then (this is the legal requirement) you send them
ONE email explaining who you are and asking
them if they want to subscribe to your mailing list,
with a link to subscribe.
•
You also place a subscription form on your website,
and link it on any social media profiles you have,
asking people to sign up.
Email Marketing
•
•
•
•
•
When you have a list that is legally compliant you can start to send them
a regular newsletter – it doesn’t matter if it’s 5 subscriptions, 500 or 5,000
– these are people who WANT to hear about your business.
Study the Best Practices for Building a List here:
http://kb.mailchimp.com/accounts/compliance-tips/best-practices-forbuilding-a-list
What you put in your newsletter depends on your business – it should tell
your Brand Story, speaking directly to your Customer Avatar – this is
where you’ll be glad you put the work in there!
Getting Started with Mailchimp is here:
http://kb.mailchimp.com/accounts/account-setup/getting-started-withmailchimp
You can figure out the Mailchimp Fundamentals here:
http://kb.mailchimp.com/accounts/account-setup/mailchimp-fundamentals
www.mailchimp.com/resources/
Getting Started
Rookie Mistakes
Healthy
food email –
Incentivised
Sign Up
http://www.jameswhelanbutchers.com/info/about-us/newsletter/
eBooks & Reports
• Delivering a free report, or even better, an ebook, to gather your
audience contact information is a tried and tested content
marketing tool that’s used by all the best marketers.
• It establishes your company as a thought leader – Expert!
• Offers a comprehensive way to make a business case
• Creates launching pad for a host of other marketing content
• Delivers engaging branded information to target audience
• Helps with search engine optimization (SEO) because content is
searchable
• Provides user friendly content to a searcher on her own terms
and in her own time frame
• Captures target prospect when they are most primed to buy when registering for the download.
eBooks & Reports
• Reports are usually short PDF downloads, such as ‘Top 10 Tips
for Healthy Eating’, or ‘How To Get Your Kids to Eat Greens’
• White Papers are longer, more formal reports, often packed with
research data, and a more academic authoritarian tone.
• How to Create an eBook From Start to Finish, with 18 Free
eBook Templates, from Hubspot:
http://blog.hubspot.com/marketing/how-to-create-ebooks-free-templates-ht
Bringing it all Together
• Proper planning is essential to business success, and the terms plan
and strategy are often used interchangeably.
• Your Marketing plan should be a part of the overall business plan for
turning an idea into profit, the hows and whys generally.
• Your Marketing Strategy is then free to very goal specific within that
again, and will usually run from year to year.
• Your annual marketing strategy should contain:
– Specific actions and events that are planned
– Proposed budget and financial information
– Calendar system that can be synchronized between team
– Active monthly task lists, with clearly defined personal
responsibility to ensure time allocation and management
– Monthly reporting, meeting, and goal assessment.
Content Marketing Calendar
• It makes sense for every smart
business to release timely,
fresh, and relevant content as
part of the overall marketing
strategy.
• Resource: How to Build Your
Content Marketing Calendar
• Includes free template to
download, and instructions for
use…
http://www.writeireland.com/blog/how-to-build-your-content-marketing-calendar