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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.
HOW TO GET NEW CUSTOMERS
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.
HOW TO GET NEW CUSTOMERS
BRAND PROMOTIONS
SOURCE: HTTP://BLOG.UBER.COM/2013/07/17/UBERICECREAM/
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02
CREATE USEFUL CONTENT TO REACH NEW BEHAVIORAL SEGMENTS
HOW TO GET NEW CUSTOMERS
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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.
HOW TO GET NEW CUSTOMERS
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?
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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
©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
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/
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HOW TO GET NEW CUSTOMERS
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.
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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.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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05
INTEGRATE CUSTOMER SERVICE INTO SOCIAL
HOW TO KEEP YOUR EXISTING CUSTOMERS
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It drives to purchase. It increases loyalty.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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/
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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.
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How?
HOW TO KEEP YOUR EXISTING CUSTOMERS
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06
THINK ABOUT NEWNESS DIFFERENTLY
HOW TO KEEP YOUR EXISTING CUSTOMERS
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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.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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.
HOW TO GROW AND EXTEND YOUR BUSINESS
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08
EXPERIMENT WITHE-COMMERCE
HOW TO GROW AND EXTEND YOUR BUSINESS
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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
HOW TO GROW AND EXTEND YOUR BUSINESS
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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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 GROW AND EXTEND YOUR BUSINESS
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09
PREPARE FOR AND RESPOND IN A CRISIS
HOW TO DEAL WITH THE UNEXPECTED
©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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10
USE DIGITAL TOOLS FOR SELF-IMPROVEMENT
HOW TO HELP YOUR COMPANY GET SMARTER
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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
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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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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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