digital food marketing - 10 of the most delicious opportunities for 2014

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10 of the most delicious opportunities for 2014

JANUARY 2014

All concepts, information and designs contained in this presentation are property of Big Spaceship LLC.

© 2014 Big Spaceship LLC

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…and what to do about them.

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Our work in the food space with great brands like Chobani, GoGo squeeZ, Fiji Water, Shake Shack, and Skittles has made one universal truth very obvious:

People’s relationship with food is quickly evolving.

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We care more about what we put in our bodies and as a result,

we’re becoming more demanding of our food options.

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Prompting questions like:Who made this?

How was this made?

What’s in this?Where did these come from?

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Communal eating was traditionally centered around the table, but we’ve evolved our behaviors to include sharing at every point of the process:

inspiration preparation eating capturing the experience

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We’ve identified

10 OPPORTUNITIESthat can greatly impact food brands across different business needs.

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01

MAKE SURE PROMOTIONS BUILD THE BRAND

HOW TO GET NEW CUSTOMERS

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Don’t make it about the $$.Price promotions, like coupons, aimed at getting new customers actually damage the brand long-term because the relationship being established is a transactional one based on a discounted price point.


SOURCE: 2013 IPA STUDY: THE LONG AND THE SHORT OF IT: BALANCING SHORT AND LONG-TERM MARKETING STRATEGIES BY LES BINET & PETER FIELD

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Instead, add value.Give customers something more, and appeal to their emotions to draw them in. For example: For a one day promotion in the summer of 2013, Uber offered ice cream delivery with just a touch of a button.


BRAND PROMOTIONS

SOURCE: HTTP://BLOG.UBER.COM/2013/07/17/UBERICECREAM/

http://blog.uber.com/2013/07/17/ubericecream/


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02

CREATE USEFUL CONTENT TO REACH NEW BEHAVIORAL SEGMENTS


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A child can try a food 10-15 times before it stops being ‘new’?

A child’s palate can start developing in-utero?

What we eat when we’re young can impact our taste

for the rest of our lives?

All these specific behaviors are perfect topics for useful content coming from the perspective of a

greek yogurt brand, for example.


SOURCE: MONELL CHEMICAL SCIENCES CENTER SOURCE: HTTP://WWW.DAILYMAIL.CO.UK/SCIENCETECH/ARTICLE-2074799/ATTITUDE-FITNESS-FOOD-ENGRAINED-

CHILDHOOD.HTML

SOURCE: HTTP://WWW.BUBHUB.COM.AU/INFO/ARTICLES/FEEDING-BABY-CHILD/TRYING_NEW_FOODS.SHTML

Did you know?







http://www.bubhub.com.au/info/articles/feeding-baby-child/trying_new_foods.shtml




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Don’t limit your product.It’s important to understand your customers’ different needs and provide them with useful content.

HOW TO GET NEW CUSTOMERS ©

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03

BRANCH OUT INTO SOCIAL CHANNELS WITH AN ACTIVE FOOD COMMUNITY


©HOW TO GET NEW CUSTOMERS

Engage the quirky and super visual food lovers on:

300 million unique monthly visitors

13% of 18-29 year olds use Tumblr

215k people track the tag #food

TUMBLR

40+ million registered users

4x more shared than other online videos

6 seconds perfect for how-to food vines

VINE

150 million monthly visitors

37% increasein shares on Twi!er because

of Instagram video

1.6 million posts tagged #nomnom

INSTAGRAM

SOURCE: HTTP://SIMPLYMEASURED.COM/BLOG/2013/08/29/SHOULD-TUMBLR-BE-A-PART-OF-YOUR-

SOCIAL-STRATEGY/

SOURCE: HTTP://WWW.CONTENTSTANDARD.COM/SOCIAL-MEDIA/VINE-DOUBLES-ITS-USER-BASE-TO-40-

MILLION-IN-LESS-THAN-THREE-MONTHS/

SOURCE: HTTP://DIGIDAY.COM/BRANDS/15-STATS-VINE-AND-INSTAGRAM-VIDEO/

http://simplymeasured.com/blog/2013/08/29/should-tumblr-be-a-part-of-your-social-strategy/






http://www.contentstandard.com/social-media/vine-doubles-its-user-base-to-40-million-in-less-than-three-months/






http://digiday.com/brands/15-stats-vine-and-instagram-video/




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SOURCES: HTTP://ADAGE.COM/ARTICLE/DIGITAL/FACEBOOK-ADMITS-ORGANIC-REACH-BRAND-POSTS-DIPPING/245530/HTTP://BLOG.MEDIAMATH.COM/BLOG/TECHNOLOGY/DRIVING-SALES-FASTER-WITH-INCREASED-ONLINE-CONSIDERATION/

Larger established social networks, like Facebook, are moving towards a pay-to-play model, meaning brands will have to pay to have their posts seen. Research also shows that people who engage with branded content are more likely to purchase.

http://adage.com/article/digital/facebook-admits-organic-reach-brand-posts-dipping/245530/

http://adage.com/article/digital/facebook-admits-organic-reach-brand-posts-dipping/245530/

http://blog.mediamath.com/blog/technology/driving-sales-faster-with-increased-online-consideration/

http://blog.mediamath.com/blog/technology/driving-sales-faster-with-increased-online-consideration/

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04

MAKE YOUR PRODUCT THE FOCUS ON SOCIAL

HOW TO KEEP YOUR EXISTING CUSTOMERS

©HOW TO KEEP YOUR EXISTING CUSTOMERS

Contrary to what you might think,

product-centric content is the most successful for CPG brands.

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People share content that reveals something awe-inspiring about themselves or the world around them.

HOW TO KEEP YOUR EXISTING CUSTOMERS ©

SOURCE: NY TIMES: PSYCHOLOGY OF SHARING STUDY

They follow brands on social for the same reasons.

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Product-focused content on social is a reaffirmation of what people want and how they see themselves.

ARTFUL TWISTS STAND OUT.

TOPICAL POSTS, WITHOUT RUSHING TO BE ‘REAL-TIME’, ARE SUCCESSFUL.

AD-LIKE POSTS ARE WEAKER.

CLOSE-UPS ARE STRONG. THEY STAND OUT WHEN FAST-SCROLLING.

BRIGHT COLORS GIVE GOOD VIBES AND STAND OUT IN THE FEED.

VS.


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05

INTEGRATE CUSTOMER SERVICE INTO SOCIAL


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It drives to purchase. It increases loyalty.


People are already turning to brands on social with customer service questions.SOURCE: FORBES 5/7/2012: ARE BRANDS WIELDING MORE INFLUENCE IN SOCIAL MEDIA THAN WE THOUGHT?

SOURCE: HOW 4 MAJOR COMPANIES REVITALIZED THEIR BRANDS BY BEING GREAT TO THEIR CUSTOMERS ON SOCIAL MEDIA

SOURCE: HTTP://BLOG.GETAMBASSADOR.COM/SOCIAL-CUSTOMER-SERVICE-INFOGRAPHIC/

http://blog.getambassador.com/social-customer-service-infographic/




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They should monitor conversations and respond frequently.

Dedicate a team.

Don’t keep your followers waiting, they’ll get upset.

Respond quickly.

Create a response map to different scenarios, you don’t want erratic responses.

Be consistent.

Be friendly, even if certain comments aren’t.

Be positive.

Provide news or updates that your followers would find valuable.

Be proactive.

1.

2.

3.

4.

5.

How?


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06

THINK ABOUT NEWNESS DIFFERENTLY


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Newness is the price of entry. But it is largely defined by marketing standards - new products, flavors, skus that have been introduced to market.

HOW TO KEEP YOUR EXISTING CUSTOMERS ©

©HOW TO KEEP YOUR EXISTING CUSTOMERS ©

What if we think of newnessfrom the consumer’s perspective, as something they might not have tried yet, whether it is actually new or not.

©HOW TO KEEP YOUR EXISTING CUSTOMERS

@OIKOS GREEK YOGURT

I LOVE LOVE LOVE BLACK CHERRY!!!”“

@HONEYMAID

CINNAMON IS MY FAVORITE!!”“

@TRIDENT

TROPICAL FRUIT IS MY ALL THE TIME FLAVOR”“

Flavor is a great example. Not only do consumers have seasonal interest in particular flavors, but they love declaring their favorite flavors.

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Look to your existing product line.Your brand’s existing flavors and products are still new to many of your customers. Seasonal messaging around flavor is a great way to be fresh without having to launch a new product all the time.


SOURCE: GOOGLE TRENDS

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07

EDUCATE ABOUT DIFFERENT USES FOR YOUR PRODUCT

HOW TO GROW AND EXTEND YOUR BUSINESS

©HOW TO GROW AND EXTEND YOUR BUSINESS

Respond to changing needs.There is a renewed interest in cooking and recipes as people focus more on the quality of the foods they eat.

©HOW TO GROW AND EXTEND YOUR BUSINESS

Brands should be thinking of creating useful content and tools to facilitate new ways to cook or use their products.

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Create content worth sharing that is credible and authoritative.

Focus on quality.

Identify most frequently used keywords around your topic and use them.

Be relevant.

Track the success of what you publish to determine what you should continue to pursue.

Test & learn.

Build upon content that has already worked for you in the past and remember, not everyone has seen everything you’ve posted.

Revisit & improve.

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Content is the interface and the best needs to survive.


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People’s interest is growing.

You control the shelf-space.

It’s the frontier and a quickly growing channel.

ADD TO CART


SOURCE: AD AGE: HOW TINY STARTUPS LIKE HELLO AND 800RAZORS ARE STEALING SHARE FROM CPG GIANTS SOURCE: COUPONCABIN.COM

As online shopping increases, consumers are looking to buy food

products online as well.

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Create limited edition online-only products

Create patterns around seasonal offerings

Partner with other brands to create unique menus

Develop product kits aimed at behavioral segments

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3.

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Think of e-commerce asa lab where you get to test everything.There is no failure, because you’re constantly gaining new insights into your product, audience, and market.


©HOW TO DEAL WITH THE UNEXPECTED

An inevitable truth.

Kraft String Cheese735,000 cases

Smucker Grits, Cornmeal, Cornbread Products

Plum Organics Baby Stage 2, Mish Mash, Kids Products

Trader Joe’s Salads & Sandwich Wraps90 tons

National Beef Packing Beef Products22,737 lbs

Crunch Pak Apple Slices5,471 cases

2013 recalls

©HOW TO DEAL WITH THE UNEXPECTED

Be easy to find

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Don’t be caught off-guard. Have a plan in place to address potential crises.

The longer you wait, the harder it will be to manage the conversation that can quickly escalate.

Plan in advance

Respond quickly

Be humanPeople want to deal with people, not faceless entities. Involve a spokesperson, your founder or CEO.

Optimize all your messaging for search. Make sure your customers can easily find what you have to say on the matter.

You can curb negative public opinion.

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A competitive advantage.

16%

31%

19%20%

15%

BIG DATA AND ADVANCED ANALYTICS

DIGITAL ENGAGEMENTOF CUSTOMERSDIGITAL ENGAGEMENT OF

EMPLOYEES, SUPPLIERS, OR BUSINESS PARTNERS

AUTOMATION

DIGITAL INNOVATION OFPRODUCTS, OPERATING MODEL,OR BUSINESS MODEL

HOW TO HELP YOUR COMPANY GET SMARTER

A visualization of the % of expected increase in income, related to digital business, that is attributable to 5 digital trends.SOURCE: MCKINSEY: BULLISH ON DIGITAL - GLOBAL SURVEY RESULTS

©HOW TO HELP YOUR COMPANY GET SMARTER

Communicate important sales, analytics, and campaign metrics with various departments.

Newsletters

Invest in keeping your team up to date on digital trends and technologies.

Workshops

Partake in a Hack Day where employees focus on solving a company challenge with digital solutions

Hackathons

Consider a bespoke internal communications platform that enables connection and fosters pride across all departments.

Custom internal platform

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4.

Invest in yourself.

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In summary

Make sure promotions build your brand

Create useful content to reach new behavioral segments

Branch out into social channels with an active food community

Make your product the focus on social

1.2.3.4.

Integrate customer social into social5.Think about newness differently

Educate about different uses for your product

Experiment with e-commerce

6.7.8.9. Prepare for and respond in a crisis

10. Use digital tools for self-improvement

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We would love to talk to you about these opportunities, food,

and above all, the internet.

Thanks.www.bigspaceship.com

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http://www.bigspaceship.com

http://www.bigspaceship.com

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