Marketing a food product can help you reach more customers, which can lead to increased sales.
Marketing food and beverage products is big business. According to the Yale Rudd Center for Food Policy's report "Evaluating Fast Food Nutrition and Marketing to Youth," the fast food industry alone spent $4.2 billion on marketing in 2010. To stand out in this market, you need to find your niche and identify the key differentiators for your food product. There is no standard approach to food marketing, so try out several different tactics, and use the ones that work best for your company.
Sampling
While sampling can be an expensive marketing idea because you are essentially giving away your product for free, it can also be very effective for food companies. If you have a truly great food product, then one of the best ways to build a loyal customer base is to let people try your product for free. This strategy can lead to repeat customers, which can be an important part of your food business. Give away free samples of your food product in your store or on your website, and track how your sales numbers respond.
Point of Purchase Signage
Point of purchase marketing, also known as "POP," is another idea you can use to promote your food product. Attention-grabbing signage can be a cost-effective way to communicate with your customers. For example, you can use signs in your store to advertise a new food product or combo meal. Or, you can create signs to place outside your store to advertise a special, limited-time deal or discount on a particular food product.
Loyalty Programs
Loyalty programs are part of a marketing strategy called "customer relationship marketing." The goal of this type of marketing is to develop a base of loyal customers for your food product by rewarding them for doing business with you. Loyalty programs come in all shapes and sizes for food companies. You can build a simple, cheap loyalty program by giving your customers punch cards that they can redeem for a free meal or product after buying a certain number of products. Or, you can partner with a company that develops mobile loyalty programs that allows customers to scan their receipts with their smart phones, and receive targeted deals and discounts to their email based on their past food preferences.
Event Marketing
Event marketing allows you to promote your food product to a large group of potential customers and helps you build awareness for your brand. Search online for conferences, trade shows, festivals and food tasting events in which you can participate. Contact the event organizers and inquire about setting up a tent or booth. These events allow you to interact face-to-face with lots of people, and help spread the word about your product.
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