People's relationship with food is quickly evolving. Here are some ideas on how to Internet better for the edibles and juiceables. If you like food and the Internet, you might enjoy the long version of this presentation here: http://spcshp.it/foodmarketing

1. JANUARY 2014
10 of the most delicious
opportunities for 2014
All concepts, information and designs contained in this
presentation are property of Big Spaceship LLC.
© 2014 Big Spaceship LLC
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2. …and what to do about them.
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3. Our work in the food space with great brands like
Chobani, GoGo squeeZ, Fiji Water, Shake Shack, and
Skittles has made one universal truth very obvious:
People’s relationship with food is
quickly evolving.
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4. We care more about what we put
in our bodies and as a result,
we’re becoming more
demanding of our food options.
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5. Prompting questions like:
Where did these
come from?
Who made this?
What’s in this?
How was this made?
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6. Communal eating was traditionally centered
around the table, but we’ve evolved our behaviors
to include sharing at every point of the process:
inspiration
preparation
eating
capturing the
experience
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7. We’ve identified
10 OPPORTUNITIES
that can greatly impact food brands
across different business needs.
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8. HOW TO GET NEW CUSTOMERS
01
MAKE SURE PROMOTIONS
BUILD THE BRAND
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9. Don’t make it about the $$.
Price promotions, like coupons, aimed at getting new
customers actually damage the brand long-term because
the relationship being established is a transactional one
based on a discounted price point.
SOURCE: 2013 IPA STUDY: THE LONG AND THE SHORT OF IT: BALANCING SHORT AND
LONG-TERM MARKETING STRATEGIES BY LES BINET & PETER FIELD
HOW TO GET NEW CUSTOMERS
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10. Instead, add value.
Give customers something more, and appeal to their
emotions to draw them in. For example: For a one day
promotion in the summer of 2013, Uber offered ice cream
delivery with just a touch of a button.
SOURCE: HTTP://BLOG.UBER.COM/2013/07/17/UBERICECREAM/
BRAND
HOW TO GET NEW CUSTOMERS
PROMOTIONS
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11. HOW TO GET NEW CUSTOMERS
02
CREATE USEFUL CONTENT TO REACH
NEW BEHAVIORAL SEGMENTS
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12. Did you know?
A child’s palate can start
developing in-utero?
SOURCE: MONELL CHEMICAL SCIENCES CENTER
What we eat when we’re
young can impact our taste
for the rest of our lives?
A child can try a food
10-15 times before it
stops being ‘new’?
SOURCE: HTTP://WWW.DAILYMAIL.CO.UK/SCIENCETECH/
ARTICLE-2074799/ATTITUDE-FITNESS-FOOD-ENGRAINEDCHILDHOOD.HTML
SOURCE: HTTP://WWW.BUBHUB.COM.AU/INFO/ARTICLES/
FEEDING-BABY-CHILD/TRYING_NEW_FOODS.SHTML
All these specific behaviors are perfect topics for
useful content coming from the perspective of a
greek yogurt brand, for example.
HOW TO GET NEW CUSTOMERS
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13. Don’t limit your product.
It’s important to understand your customers’ different
needs and provide them with useful content.
HOW TO GET NEW CUSTOMERS
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14. HOW TO GET NEW CUSTOMERS
03
BRANCH OUT INTO SOCIAL CHANNELS
WITH AN ACTIVE FOOD COMMUNITY
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15. Engage the quirky and
super visual food lovers on:
TUMBLR
VINE
INSTAGRAM
300 million
40+ million
150 million
unique monthly visitors
registered users
monthly visitors
13%
4x more
37% increase
of 18-29 year olds use Tumblr
shared than other online videos
215k
6 seconds
people track the tag #food
perfect for how-to food vines
SOURCE: HTTP://SIMPLYMEASURED.COM/BLOG/
2013/08/29/SHOULD-TUMBLR-BE-A-PART-OF-YOURSOCIAL-STRATEGY/
SOURCE: HTTP://WWW.CONTENTSTANDARD.COM/
SOCIAL-MEDIA/VINE-DOUBLES-ITS-USER-BASE-TO-40MILLION-IN-LESS-THAN-THREE-MONTHS/
HOW TO GET NEW CUSTOMERS
in shares on Twi er because
of Instagram video
1.6 million
posts tagged #nomnom
SOURCE: HTTP://DIGIDAY.COM/BRANDS/15STATS-VINE-AND-INSTAGRAM-VIDEO/
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16. $
Larger established social networks, like
Facebook, are moving towards a pay-to-play
model, meaning brands will have to pay to
have their posts seen. Research also shows
that people who engage with branded
content are more likely to purchase.
SOURCES: HTTP://ADAGE.COM/ARTICLE/DIGITAL/FACEBOOK-ADMITS-ORGANIC-REACH-BRAND-POSTS-DIPPING/245530/
HTTP://BLOG.MEDIAMATH.COM/BLOG/TECHNOLOGY/DRIVING-SALES-FASTER-WITH-INCREASED-ONLINE-CONSIDERATION/
HOW TO GET NEW CUSTOMERS
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17. HOW TO KEEP YOUR EXISTING CUSTOMERS
04
MAKE YOUR PRODUCT
THE FOCUS ON SOCIAL
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18. Contrary to what you might think,
product-centric content is the
most successful for CPG brands.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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19. People share content that reveals
something awe-inspiring about
themselves or the world around them.
SOURCE: NY TIMES: PSYCHOLOGY OF SHARING STUDY
They follow brands on social
for the same reasons.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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20. Product-focused content on social is a
reaffirmation of what people want and how
they see themselves.
CLOSE-UPS ARE STRONG. THEY
STAND OUT WHEN FAST-SCROLLING.
ARTFUL TWISTS STAND OUT.
BRIGHT COLORS GIVE GOOD VIBES
AND STAND OUT IN THE FEED.
TOPICAL POSTS, WITHOUT RUSHING
TO BE ‘REAL-TIME’, ARE SUCCESSFUL.
HOW TO KEEP YOUR EXISTING CUSTOMERS
VS.
AD-LIKE POSTS
ARE WEAKER.
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21. HOW TO KEEP YOUR EXISTING CUSTOMERS
05
INTEGRATE CUSTOMER
SERVICE INTO SOCIAL
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22. People are already turning to
brands on social with customer
service questions.
SOURCE: FORBES 5/7/2012: ARE BRANDS WIELDING MORE INFLUENCE IN SOCIAL MEDIA THAN WE THOUGHT?
It drives to purchase.
It increases loyalty.
SOURCE: HOW 4 MAJOR COMPANIES REVITALIZED THEIR BRANDS
BY BEING GREAT TO THEIR CUSTOMERS ON SOCIAL MEDIA
SOURCE: HTTP://BLOG.GETAMBASSADOR.COM/SOCIALCUSTOMER-SERVICE-INFOGRAPHIC/
HOW TO KEEP YOUR EXISTING CUSTOMERS
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23. 1. Dedicate a team.
They should monitor conversations and
respond frequently.
2. Respond quickly.
How?
Don’t keep your followers waiting, they’ll
get upset.
3. Be consistent.
Create a response map to different scenarios,
you don’t want erratic responses.
4. Be positive.
Be friendly, even if certain comments aren’t.
5. Be proactive.
Provide news or updates that your followers
would find valuable.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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24. HOW TO KEEP YOUR EXISTING CUSTOMERS
06
THINK ABOUT NEWNESS
DIFFERENTLY
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25. Newness is the price of entry.
But it is largely defined by marketing
standards - new products, flavors, skus that
have been introduced to market.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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26. What if we think of newness
from the consumer’s perspective, as
something they might not have tried yet,
whether it is actually new or not.
HOW TO KEEP YOUR EXISTING CUSTOMERS
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27. Flavor is a great example.
Not only do consumers have seasonal interest in
particular flavors, but they love declaring their
favorite flavors.
@OIKOS GREEK YOGURT
@HONEYMAID
“ I LOVE LOVE LOVE
BLACK CHERRY!!!”
“ CINNAMON IS
MY FAVORITE!!”
HOW TO KEEP YOUR EXISTING CUSTOMERS
@TRIDENT
“TROPICAL FRUIT IS MY
ALL THE TIME FLAVOR”
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28. Look to your existing product line.
Your brand’s existing flavors and products are still new
to many of your customers. Seasonal messaging around
flavor is a great way to be fresh without having to launch
a new product all the time.
SOURCE: GOOGLE TRENDS
HOW TO KEEP YOUR EXISTING CUSTOMERS
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29. HOW TO GROW AND EXTEND YOUR BUSINESS
07
EDUCATE ABOUT DIFFERENT
USES FOR YOUR PRODUCT
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30. Respond to changing needs.
There is a renewed interest in cooking and recipes as people
focus more on the quality of the foods they eat.
HOW TO GROW AND EXTEND YOUR BUSINESS
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31. Brands should be thinking of
creating useful content and tools
to facilitate new ways to cook or
use their products.
HOW TO GROW AND EXTEND YOUR BUSINESS
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32. 1. Focus on quality.
Create content worth sharing that is credible
and authoritative.
Content is the
interface and
the best needs
to survive.
2. Be relevant.
Identify most frequently used keywords
around your topic and use them.
3. Test & learn.
Track the success of what you publish to
determine what you should continue to pursue.
4. Revisit & improve.
Build upon content that has already worked for you in the
past and remember, not everyone has seen everything
you’ve posted.
HOW TO GROW AND EXTEND YOUR BUSINESS
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33. HOW TO GROW AND EXTEND YOUR BUSINESS
08
EXPERIMENT WITH
E-COMMERCE
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34. As online shopping increases,
consumers are looking to buy food
products online as well.
ADD TO CART
You control the
shelf-space.
People’s interest is
growing.
SOURCE: AD AGE: HOW TINY STARTUPS LIKE HELLO AND
800RAZORS ARE STEALING SHARE FROM CPG GIANTS
HOW TO GROW AND EXTEND YOUR BUSINESS
It’s the frontier and a
quickly growing channel.
SOURCE: COUPONCABIN.COM
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35. 1. Create limited edition
online-only products
Think of
e-commerce as
a lab where you get
to test everything.
2. Create patterns around
seasonal offerings
There is no failure, because you’re
constantly gaining new insights into
your product, audience, and market.
4. Develop product kits aimed
at behavioral segments
HOW TO GROW AND EXTEND YOUR BUSINESS
3. Partner with other brands
to create unique menus
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36. HOW TO DEAL WITH THE UNEXPECTED
09
PREPARE FOR AND
RESPOND IN A CRISIS
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37. An inevitable truth.
2013 recalls
Kraft String
Cheese
735,000 cases
National Beef
Packing Beef
Products
22,737 lbs
Trader Joe’s
Salads &
Sandwich
Wraps
90 tons
HOW TO DEAL WITH THE UNEXPECTED
Smucker Grits,
Cornmeal,
Cornbread
Products
Plum Organics
Baby Stage 2, Mish
Mash, Kids
Products
Crunch Pak
Apple Slices
5,471 cases
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38. 1. Plan in advance
Don’t be caught off-guard. Have a plan in place
to address potential crises.
You can curb
negative public
opinion.
2. Respond quickly
The longer you wait, the harder it will be to
manage the conversation that can quickly escalate.
3. Be human
People want to deal with people, not faceless entities.
Involve a spokesperson, your founder or CEO.
4. Be easy to find
Optimize all your messaging for search. Make
sure your customers can easily find what you
have to say on the matter.
HOW TO DEAL WITH THE UNEXPECTED
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39. HOW TO HELP YOUR COMPANY GET SMARTER
10
USE DIGITAL TOOLS FOR
SELF-IMPROVEMENT
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40. DIGITAL INNOVATION OF
PRODUCTS, OPERATING MODEL,
OR BUSINESS MODEL
A competitive
advantage.
A visualization of the % of
expected increase in income,
related to digital business, that
is attributable to 5 digital trends.
SOURCE: MCKINSEY: BULLISH ON DIGITAL - GLOBAL SURVEY RESULTS
HOW TO HELP YOUR COMPANY GET SMARTER
19%
20%
AUTOMATION
BIG DATA AND
ADVANCED ANALYTICS
15%
31%
16%
DIGITAL ENGAGEMENT OF
EMPLOYEES, SUPPLIERS, OR
BUSINESS PARTNERS
DIGITAL
ENGAGEMENT
OF CUSTOMERS
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41. 1. Newsletters
$$$
Communicate important sales, analytics, and
campaign metrics with various departments.
2. Workshops
Invest in
yourself.
Invest in keeping your team up to date on
digital trends and technologies.
3. Hackathons
Partake in a Hack Day where employees focus on
solving a company challenge with digital solutions
4. Custom internal platform
Consider a bespoke internal communications
platform that enables connection and fosters pride
across all departments.
HOW TO HELP YOUR COMPANY GET SMARTER
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42. 1.
2.
3.
Branch out into social channels with an active food community
4.
In summary
Make sure promotions build your brand
Make your product the focus on social
5.
Integrate customer social into social
6.
Think about newness differently
7.
Educate about different uses for your product
8.
9.
Experiment with e-commerce
10.
Create useful content to reach new behavioral segments
Prepare for and respond in a crisis
Use digital tools for self-improvement
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43. We would love to talk to you
about these opportunities, food,
and above all, the internet.
Thanks.
www.bigspaceship.com
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