The Balanced Diet of Food Marketing  

Marketing techniques that drive awareness

and sales using social media

 

According  to  a  recent  survey  by  Adobe  among  a  total  of  1,000  US  marketers,  76%  think  marke?ng  has  changed  more  in  the  last  2  years  than  in  the  last  50.      

Agree  Disagree  

Marketing Has Changed  

Dras?c  Change  in    the  Food  Industry  

Yesterday’s   cookbooks   are   today’s  blogs,   and   cooking   shows   are  viewed   online   as   much   as   they   are  viewed  on  television.      Likewise,   with   the   emergence   of  social  media  we  have  taken  the  food  industry  to  new  bounds  –  mixing  our  love  of  journalism  and  marke?ng.      

#FOODIES  

•  Social  media  has  become  an  essen?al  part  of  marke?ng  to  the  food  industry.    

•  BePy  Crocker’s  Facebook  page  has  over  3  million  likes!  

•  Whether  you  are  a  visual  learner  watching  videos  on  YouTube  or  prefer  a  liPle  light  reading  in  the  form  of  140  character  tweets,  there  is  something  for  everyone.    

 

What Type of Food Marketer Are You?  

•  Juggles  ?me  and  budget  constraints  like  a  pro  •  Adores  visually  appealing  graphics  •  Enjoys  sharing  photos  online  •  Kind  on  the  marke?ng  budget  -­‐  employs  cost  effec?ve  

tac?cs  •  Access  websites  from  mul?ple  devices    •  Drives  social  sharing-­‐generated  revenue  •  More  prone  to  “like”  a  Facebook  post  with  images    •  Looks  to  find  the  newest  and  most  efficient  technology    •  Preferred  social  networks:  Instagram,  Pinterest,  Facebook,  

and  YouTube  

The  Weeknight  Wonder  “Makes  the  most  of  what’s  in  the  pantry”  

The Food Trucker

•  Gives  a  campaign  a  voice    •  Great  at  short  and  concise  marke?ng  •  Pa?ence  is  a  virtue  the  trucker  does  not  possess  in  spades    •  Comfortable  using  #hastags  and  shapes  •  Appreciates  marke?ng  tac?cs  that  allow  for  ul?mate  

control  of  the  message  •  Preferred  social  network:  Blogger  and  TwiPer  

“Gets the word out quickly”

•  The  age  of  the  food  truck  is  here:  @Kogibbq  has  over  130,000  followers  on  TwiPer  

•  There  are  now  over  500,000,000  tweets  per  day    

The Comfort Foodie

•  Collects  data  as  a  hobby  •  Analy?cs  make  this  type  happy  •  Obsessed  with  E-­‐Mail  blasts  and  Google  AdWords  •  Campaigns  geared  toward  tracking  ROI  •  Preferred  Social  Networks:  Google+,  LinkedIn,  and  

MySpace  

“Just like momma made it”

•  Only  48%  of  digital  marketers  feel  highly  proficient  in  digital  marke?ng  

•  82%  of  digital  marketers  learn  on  the  job  

But  wait,  what  happens  when  a  food  marketer  falls  into  more  than  one  category?    

That’s  great!    Every  good  chef  knows  how  to  combine  his    best  ingredients    to  create  an  even  bePer  recipe.  

Recommendations

•  Un?l  you  have  a  diverse  social  media  plalorm,  you  are  probably  missing  out  on  opportunity.    

•  Get  familiar  with  Hootsuite  to  schedule  and  post  to  mul?ple  social  networks  all  at  once.  

•  Enable  Google  Analy?cs  to  find  out  when  and  where  your  customers  are  visi?ng  you  websites  and  blogs.  Then  schedule  posts  that  interest  your  followers  during  those  ?me  periods.    

•  Don’t  be  afraid  to  step  outside  of  your  comfort  zone  and  try  new  things.  You  never  know  what  you  will  encounter  or  what  new  niche  markets  you  will  aPract.    

“A balanced diet of multiple marketing types is a must”

Never  forget  to  “try  new  recipes,  learn  from  your  mistakes,  be  fearless,  and  above  all  have  fun.”  –  Julia  Child    

Sources

•  "About  TwiPer,  Inc.  |  About."  About  Twi*er,  Inc.  |  About.  N.p.,  n.d.  Web.  08  Dec.  2014.  

•  DIGITAL  DISTRESS:  What  Keeps  Marketers  Up  at  Night?  Rep.  N.p.:  Adobe  Systems  Incorporated,  2013.  Web.  8  Dec.  2014.  

•  Franceschi-­‐Bicchierai,  Lorenzo.  "The  7  Types  of  Digital  Marketer."  Weblog  post.  Mashable.com.  N.p.,  1  May  2013.  Web.  

•  Navarro,  Alex.  "Is  Your  Marke?ng  Personality  Geqng  in  the  Way  of  Progress?”  Web  log  post.  Choosefresh.com.  Nonpareil  Farms,  9  Dec.  2014.  Web.  

The Balanced Diet of Food Marketing