Table of Contents
If you ’ re a developing food or beverage stigmatize, you ’ ve credibly heard about SEO, SEM, and social media market. But do you know what happens when they work in concert to create a amply integrate digital political campaign for developing your brand ?
today, if you ’ ra not using digital, you ’ re missing out on important tools that could increase brand awareness, cross-selling, distribution, ledge visibility, and more .
not sure what a plan would look like ? Check out these basic digital marketing strategies for emerging food and beverage brands .
Want your own checklist ? Simply download our barren drumhead checklist of these digital selling tactics for developing food and beverage brands.
Brand awareness for developing food and beverage brands
The first barricade in your selling plan is to increase brand awareness. Brand awareness is about building a relationship, an emotional connection, between your sword and your consultation. A strong brand awareness will ultimately enhance commitment and drive your brand over the long catch. The antic to creating an emotional connection with your consultation is to make sure it ’ s a two-way conversation and not a one-way fulmination .
Digital selling tools such as sociable media, SEM, SEO, display ad, and more can be used to accomplish the follow market goals that in turn help build post awareness :
- Expose your target audience to your brand
- Create emotional connections
- Recruit brand ambassadors and influencers
- Generate consumer engagement
- Build thought leadership
- Generate product trial
- Drive pantry loading
Example case for building brand awareness
possibly the best way to illustrate how digital tools can work to increase brand awareness in developing food brands is to look at an actual campaign .
In 2013, The Wild Blueberries Association of North America ( WBANA ) approached VONT and rear company, Ethos, to start a political campaign that would build brand awareness of wild blueberries and educate blueberry lovers about the differences between angry and educate blueberries. The resulting political campaign employed portfolio of digital tactics – social media, SEM, SEO, contented marketing, blogger outreach/PR – angstrom good as offline market techniques .
Combining all strategies led to dramatic increases in metrics such as growth in web site visitors, electronic mail list and blog subscriptions, number of engagements on sociable channels, shares, likes, and offer downloads .
example : search and Display Ad Campaign for Brand Awareness
The campaign was composed of three parts : search ads, display ads, and video recording ads. A newly designed and in full SEO ’ five hundred WBANA web site provided the floor for the crusade, while Google AdWords was used to place the ads .
Search Ads
Search ads are text lone and placed on search engine results pages ( SERPs ). They were triggered when users search for target keywords such as ‘ blueberry ’, ‘ blueberry recipes ’, or the ‘ health benefits of blueberries ’ .
Display Ads
Display ads were besides used and were both static ( not moving ) and animated. They appeared on websites as wide ranging as nytimes.com and motherearthnews.com to accuweather.com and cooks.com. Placement is targeted for pages with blueberry recipe contented, and health and nutritional sites .
In addition, several large WBANA ’ mho giveaways were promoted on the Google Display Network, thereby boosting sweepstakes entries at a relatively low cost .
Remarketing ( targeting those visitors who have previously visited WBANA ’ s recipe section or Better Blueberry page ) was besides used .
Video Ads
Pre-roll video ad was used to increase television views and clicks to the web site. placement was targeted around blueberry and smoothie recipe video .
For exercise, JoyofCooking.com ’ s YouTube video recording on how to make a blueberry pie is a perfect partner for WBANA ’ s pre-roll ad explaining why wild Blueberries are bettor for baking pies. other pre-roll videos feature the advantages of hazardous blueberries in smoothie recipes .
The leave ? The combined efforts of the three types of ads led to a whopping 388% increase in sessions on the WBANA website.
example : social Media for Brand Awareness
The key to the success of the social side of a sword awareness campaign lies in the integration of all social media outlets ( Facebook, Twitter, Instagram, and Pinterest ), blog, blogger outreach, and character targeted paid forwarding .
This is how WBANA did it :
Content Calendar
A contentedness calendar lays out topics and schedules for articles and posts, pins and pictures for each quarter and allows for tweaking whenever a seasonably topic comes about.
Read more: Why Does Facebook Keep Logging Me Out?
For model, in January WBANA focused on the health and nutritional benefits of raving mad blueberries to help with New Year ’ randomness resolutions, arsenic well as Super Bowl snacks, while in February they recognized Valentine ’ s Day with an article on center healthy baseless blueberries and Mardi Gras with a King Cake with Wild Blueberries recipe .
The calendar was compromising enough to allow for unanticipated topics such as the January rash that hit the Northeast .
Posts on Facebook and Twitter were made six days a week, at least once a day, and web log articles were posted approximately twice a week .
Blogger Outreach or Influencer Marketing
To help with the content cargo, WBANA enlisted the assistant of guest bloggers such as nutritionists, fitness experts, and big bloggers to write articles .
Bloggers shared their expertness – and posted the article to their own sites creating more cross-pollination and connection. In addition, this relationship built PR in earned media and credibility for the brand and helped to establish its standing as a think leader .
Targeted Paid Promotion
The WBANA consultation is made up of foodies, health and nutrition advocates, fitness seekers, and LOHAS mothers. In holy order to ensure that each audience received only relevant content, WBANA used targeted social media advertise, arsenic well as personas ( fabricated representations of each hearing ) to create allow contented .
Promotions
approximately once a calendar month WBANA offered a giveaway or promotion such as Wild Blueberry Infuser water bottles, recipe e-books, or a Nutribullet blender. In addition, three times a class WBANA offered larger giveaways such as May ’ s Feed Her Wild Side Mother ’ s Day Giveaway of a Wild Blue Beach Cruiser Bike and $ 1000 Visa giving circuit board, and December ’ s Giveaway that included a Vitamix, Kitchen Aid blender and $ 500 Whole Foods giving security. Suhweet !
The Pay-Off
The sustain and multi-faceted campaign paid off for WBANA. The wild Blueberries Facebook page added close to 100,000 fans in just over a year. meanwhile, singular visitors to the web site increased by over 130 %, and WBANA ’ s re-marketing database increased by over 500,000 .
Increasing product sales for food and beverage brands
Digital market tools besides help meet sales goals for developing food and beverage brands with support in the adopt areas :
- Cross-selling
- Product promotion and pantry loading
- Growing distribution by demonstrating store support
- Increasing shelf visibility
- Product location
- Gather consumer insights
How ? Let ’ s take a look .
Cross-selling
Digital tactics of e-mail marketing and remarketing can be used to cross-sell extra products. After all, if your customers are already enjoying one intersection, they are the perfect people to tell about another .
intersection promotion and pantry loading
Use high-value coupons to drive trial for newcomers and BOGO to drive pantry loading for existing customers. Use anti-fraud digital platform for coupon dispensing such as Coupon Factory. Promote coupons with digital advertising channels .
Growing distribution by demonstrating defend for stores
Familiarity with and willingness to use geotargeting can help make brands more attractive to distributors. How sol ? Let prospective distributors know you can help them sell your brand through geotargeted digital ad campaigns. Location targeting lets you show your ads to customers located in a specific geographic localization – flush one a small as a neighborhood/radius around a store .
Increasing shelf visibility for developing food brands
By drawing in users with a digital medium, you can generate engagement with your brand and thereby make your merchandise more recognizable on the shelf. Use digital calls-to-action in your digital ads and on your web site and web log to encourage your customers ( and prospective customers ) to take the action you want them to take. Holding a contest can besides be used to increase visibility. Make the loot fabulous and connected to your brand. For exemplar, WBANA has used a trip to Maine blueberry barrens as a respect .
intersection location
Help your customers find your fresh products well with Destini. Destini integrates IRI and Nielsen ceremonious and mass store data and is the only locator creature that integrates SPINS Store Locator Feed, which includes storehouse level data from all natural and peculiarity retailers that report to SPINS .
Gaining consumer feedback and insight
Find out what your customers think of you – and want from you – through web site surveys and social media polls. not entirely will you gain penetration into them, but you will generate date with your mark and make your merchandise more recognizable on the ledge .
The Take Away
Digital marketing has a assortment of tools that can help emerging food and beverage brands get their products out to distributors and in movement of customers. Using a multi-pronged and layered plan works best for getting the parole out.
About VONT Performance Digital Marketing
At VONT we believe that change is the entirely constant in the digital world – and that excites us. When tools and environments are constantly changing, new opportunities to help our clients achieve success are constantly arising. Each new advertise technology, social platform, or design approach allows us to improve on the results we achieve for our clients .
We believe in this idea of continual fine-tune so much that we named our company VONT, which means to achieve exponential improvement in incremental steps. It is our kernel belief, and the reason why we are not plainly a world wide web design company or simply a digital advertise agency, but preferably a long-run, one beginning partner providing a comprehensive array of vane growth and digital market capabilities .
In short, we ’ rhenium here sol that our clients achieve success in the changing digital world. If you ’ d like to learn more about VONT and the exploit we ’ ve done with our food clients, visit our Work page. Or, if you have a question, or contact us. We ’ ll get proper binding to you !
