I wrote an article about 5 years ago about how “Likes” are good, “Comments” are great, but “Sharing” is GOLD! Although social media has radically changed over the past few years, some of this thought process still remains relevant. Yes, engagement has changed, but it’s still key to success.
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Food and beverage brand managers often dream of the idea that consumers are having wonderful conversations about their brand. That people everywhere are sharing the good news of the glory of their brand. Telling all their friends. Sharing on social media. Talking to strangers in the supermarket.
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Think about your ownable brand assets that are distinctively yours, and no other brand can claim. It may be your name, logo, art, icon/symbol, personality, jingle, packaging, tagline, etc. Do you have such assets, AND, are you leveraging these assets to their fullest?
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In today’s cluttered environment, it is becoming more and more difficult for a small CPG brand to make an impact in the marketplace. However, if these small and upcoming brands follow a few basic marketing and advertising strategies, there is a way to cut through and make a name for themselves.
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When it comes to marketing food and beverage, there are many nuances to an effective program. However, I have found that there are two foundational cornerstones that every successful brand has in common: MENTAL and PHYSICAL AVAILABILITY. Do consumers know and remember you, when they are ready to purchase—and can they find you, in-store when they are looking.
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Appetite appeal rules the day for food and beverage CPG brands. And one of the best social media platforms to showcase your brand is Instagram. There are many tasty reasons why food and beverage is such a popular visual on Instagram. Let’s be honest: we all love a mouth-watering food shot — well-lit, crisp, close-up, cool context, it just makes us hungry or thirsty!
As food marketers, we keep hearing it over and over again… “Consumers are looking for healthier eating options” – especially Millennials. In fact, according to the polls, 80% of people are “trying to eat healthier.”1 (As Yoda said, “Do or do not. There is no try.”) Meanwhile, everyone in the food industry is searching for the “Holy Grail” of healthy, nutritious, minimally processed and convenient. Oh, and it has to taste good too. But wait… in the real world, the relative significance of all of those factors is literally the difference between success and failure.
While the answers to this question may differ dramatically, the reality is that this is a very fair and warranted question. If you’ve done any research on this topic or have personal experience on how this question can be answered, you are keenly aware that the answer is very much related to the strategy and execution of the advertising campaign – aka, this is a loaded question. The truth is, every brand manager should be prepared with a strong rationale for how to answer this question.
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