Launching a new product in the Food & Drinks industry can be tricky, and by far, never cheap. If you are just starting out with your business, you need to know that a well-thought Marketing Strategy can give you the head-start that you need. This is why it is important to keep in mind the opportunities that the Modern Digital Marketing can bring to the table, such as Social Media Marketing, E-Commerce or even a Branding Strategy.
The insights you’re about to read are from Laurie Nadeau, guest on our Marketing Podcast Show - The Marketing Innovation Show. Laurie is the owner of Smokin’ Mary, a popular US Smoked Bloody Mary Mix. Considering the fact that this type of business is one that implies some kind of risk, Laurie brings to the table useful tips and tricks on how to grow your business using online marketing.
Even if we are surrounded by lots of Food & Beverage products and the industry is getting stronger the days that go by, I’ve always thought that there is always room for improvement.
Laurie has always wanted to create a product that did not lack essential details, like other similar products on the market. The first step she took was to be brave. She certainly would have done many other things differently, but we managed to get from her those vital tricks that brought her to where she is now.
Social Media Marketing
Social Media advertising is something that should not be neglected and should be kept at a level that suggests professionalism and quality because this is what people will remember about your brand. Don't forget to take the time to consult your business strategy every six months, because the changes that take place in the world can have an impact on it. A very good example is the period we are going through: those who have failed to adapt and make changes to their business model are the ones who have suffered the most after this period, and you do not want to be part of that category!
A well-known marketing strategy is the use of influencers, which Laurie also used to promote her product. She sent samples to many influential people on Social Media, and they used her product, creating online content based on it. This is how Smokin ’Mary appeared in feed posts, stories, being a special ingredient of the recipes that she made for her digital platforms, from Instagram, Blogs, to YouTube.
An Instagram post made by an influencer for Smokin’ Mary
Pro Tip: Based on our experience, influencers are helpful for brands operating in the food, beauty and lifestyle industry. They can help your brand become known and strengthen brand trust. If you are not sure if your business needs Influencer Marketing, schedule a 30-minute online meeting with us, and we will help you find the ideal option for your business.
To start with, focus on distributing as many samples as possible to acquaintances, friends, family, and even strangers, who could give you a realistic and objective feedback. It is very important to get a common denominator of all the opinions received and to bring to the final product, to find out what the product needs to be one of the brightest on the market.
Besides, don't forget the real specialists! People with experience in the field are the ones who will give you the most relevant opinion, which you should definitely want for your product.
This food and beverage industry is constantly changing, and in order to keep up with everything, both you and your product will have to adapt.
Attend the latest courses, the best seminars in this field, which, in addition to training you, also integrate you into a circle of influential people and specialists in the field - an essential aspect that you shouldn’t neglect.
It is possible to choose for your business to offer a manufacturer the recipe and the concept of your product, and then they can take care of all things, such as: licensing, packaging, ingredients or label - taking these worries off your shoulders and delivering a final, complete product. Of course, it is a much easier way to market a product, but we advise you to do some calculations beforehand, because this comfort can cost more than you think.
Another thing to consider when launching your product is the logistics part. The place of storage and distribution are aspects that may affect contracts with various suppliers or courier companies that will take orders from the headquarters. Poorly managed logistics can affect the quality of the product, of the delivery, and all the other things, unfortunately. This will end up affecting the brand image. Try to choose reliable and professional partners for your business, even if this can lead to higher costs.
Branding
The well-known branding concept is a point to consider when preparing to launch a new product in the industry of beverages and food. For her product, Laurie worked closely with a team specialized in branding, as she wanted her product to be complete and suggest quality. Product branding is probably the most important step of a product, because here you decide how the label looks, the logo, the name and last but not least the message, which we want to be clear and understood in the same way by all consumers.
In addition to the branding she created for her product, Laurie is a living example of the same brand, because she is always recognized for her polka style dress and cheerful attitude that attracts people with good energy. Laurie told us that in order to really stand out, she needed something different from everyone, so she decided to become a real promoter of her product, personalizing their clothing style and the car they travel with, being known everywhere. It is true what they say: you are your brand.
What’s more is that Laurie chose to have her product appear at festivals, because she sees this as a huge opportunity to gain profit and visibility. Her brand is known for its presence at festivals and says that this defines it, but it was not enough. Certainly, many people came into contact with their product during the festival, but this did not generate subsequent orders on the site, due to the delivery price.
To get past this obstacle, Laurie came up with the idea of distributing samples of her product in stores to be as close as possible to consumers, getting rid of the delivery price that they should have paid. This decision brought huge benefits to both her and the store owners, as it generated new customers who entered the store both for her product and for other varieties of drinks.
Due to the Coronavirus pandemic, many of the future plans of companies based on beverages or food have been cancelled, creating unplanned gaps in their budgets.
During these difficult times, migrating your business to LinkedIn is essential.
One piece of advice that we have received from Laurie was to migrate the business to LinkedIn. This helped her to continue to create demand for her product by promoting new ways to use it. She started by creating 30 recipes containing his product, now reaching over 60 new recipes, which she has successfully promoted online.
Learn more about advertising on LinkedIn with our LinkedIn Ads Guide - where you can find out what are the costs of advertising on this platform, but also what strategies to adopt depending on the nature of your business and your goals.
E-Commerce Marketing during Coronavirus
During these difficult times, most people cook at home, so you can naturally integrate your product into their homes. Therefore, many businesses have opened online stores, if they did not benefit from it until then. Launch online recipe books, webinars, and even other variations of the product that create constant demand and a close relationship between people and your brand. LinkedIn can be on your side again if you choose to promote your product to famous chefs or specialists in the field, who will integrate your product in recipes and in restaurant kitchens, when they reopen.
Pro Tip: Take advantage of this period to capture the attention of the people who take advantage of the opportunities that this period has brought to them. Focus on your skills of Social Media Marketing, become as creative and interesting as possible for the users - many will choose your product because they appreciate a good message or a well-taken picture.
We hope that you found our tips useful, and if you need help promoting your business online, let us know at hello@marketiu.ro or click the button below, and we'll get back to you with the solutions you really need to achieve your goals!
This article is taken from an episode of our Digital Marketing Podcast - The Marketing Innovation Show.
The episode inspired us to bring digital marketing hacks together for the beverage and food businesses. If you find the subject interesting, listen to the full episode on your favorite platform, or watch it on YouTube:
