Marketing
Leadership in Marketing to sell into the UK Food Industry
Sales and Marketing often sit together within an organisation, and while they have a common purpose, they are quite separate disciplines. Understanding your consumers is an essential first stage in the marketing process and will then help determine how best to communicate with them. This will then influence areas within your business such as New Product Development, Advertising, Social Media management and building a Sales Strategy.
EFFECTIVE NOT EXPENSIVE MARKETING
Marketing does not need to mean expensive advertising campaigns. With today’s involvement in social media and the internet there are relatively inexpensive ways to communicate your message to your targeted audience.
Critical to any marketing is being certain that your messaging is accurate and portraying your business in the correct manner. Does your website really tell a visitor what you want to say? Is your messaging consistent? Are you using social media to the best effect?
Detail really matters on communication - for example, have you got a coherent message on all your emails, literature and first points of contact with the customer? Don't forget there is only ever one chance to make a first impression!
This is an area where it is possible to spend a lot of money ineffectively and lose sight of the value of the messaging created. Finding innovative ways of marketing are often more effective and provide much better long-term value.
CASE STUDY
Working with an international food brand (which allowed them to extend their product range) we developed an £18.6m retail range from nothing. The client’s unique benefits on ways of working were brought to the fore in the sales pitch and were recognized by the target customer as a unique selling point. Massive growth ensued with a national listing after a 12 week successful trial in stores. A great success story!