the balanced diet of food marketing
TRANSCRIPT
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