Marketing Strategy For Food Entrepreneurs

July 5, 2016 3:59 pm0 commentsViews: 92

By : Alex Williams

Mktg_StratIn the food industry, marketing goes far beyond applying simple promotional tactics. It also includes expert market research, suitable pricing policies, advanced sales strategies and effective product distribution. The overall aim of all of these tasks is to turn company’s products into powerful brands and increase sales.

Know your market

In order to form the basic premises for building their marketing strategy, food companies need to conduct an expert research of market opportunities and competitive product lines. These are the questions that every food entrepreneur needs to answer:

  1. Who are my target customers?
  2. How different is my food product from other products in the same niche?
  3. What are the most common marketing techniques that my rivals use for promotion of their food products?
  4. Which new twists can I add to my food products, so they become more attractive to food consumers?
  5. What are other related food products that my target customers prefer?

Doing this research is also helpful because it equips the food entrepreneurs with dozens of new marketing ideas. Competitors use their own sets of promotional tactics. Choosing the most successful ones and combining them with your own ideas will help you build the basis of your food marketing strategy.

Set your strategic goals

Each marketing strategy requires you to set a number of goals and objectives that will help you track the success of your marketing campaigns. Your goals need to be precise and they should include numbers and percentages along with realistic due dates.

Choose the right set of promotional activities

Your marketing strategy should include the right selection of promotional activities which would increase the number of leads and prospects. By targeting your audience, you will be able to determine the right advertising forms and channels that will engage your customers and spark an interest in your product. Some products, like organic marmalades and jams, are sold much better through social networks.  Other food products with less specific audience can use more traditional marketing channels and methods.  Soda, chips or candy bars, for example, can be effectively startup_marketingpromoted with point of sales displays and billboards.  Food production companies, which mainly use the B2B business model, should also include many non-standard marketing channels, like presentations at fairs and various business events.

Create engaging ads

Depending on what type of promotion you chose, you will need to create different types of engaging ads in order to attract more leads. If you choose to apply more complex content marketing strategy, creating interesting and useful content will take most of your time. In your marketing campaign, you can use everything from posters and leaflets to videos, slogans, banners and eBooks.  Content creating can be a very difficult task for some entrepreneurs. That’s why companies often outsource this type of work to various content marketing agencies. Small business food entrepreneurs, who don’t have enough funds to hire content marketing agency professionals for these tasks, often find individual copywriters on freelance market platforms like Upwork or Fiverr.

Close the deal with effective sales strategy

Sales strategy represents a plan that will help you close the deal. It focuses on the last phase of your sales funnel, when prospects and leads are turning into customers. Depending on your competition and your niche, you can opt for direct or indirect sales strategy, or the combination of both. Creating a unique and effective sales model is the basis of successful food marketing. Without it, you wouldn’t be able to turn your product into a successful brand.

Your whole marketing strategy forms an advance sales funnel, which generates leads, and eventually turns them into prospects and customers. In order to keep this system running, you need to closely follow its performance and solve all potential issues before they appear. In digital marketing, you can do this by regularly checking your campaign insights and conducting different kinds of A/B tests. Guerilla marketing and other similar types of promotion require much more innovative approach when it comes to campaign analysis.

 

Alex WilliamsThis article was written by Alex Williams.  Alex is a journalism graduate and a rookie blogger who was born and raised in beautiful Sydney. She believes that article writing is the perfect opportunity for presenting herself to wider audience so she could get the chance to showcase her expertise and receive recognition. She is a regular contributor at BizzMark Blog.

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