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This is my presentation for the National Fancy Food Show in San Francisco on January 18th, 2010. My seminar is titled "Marketing Food Brands with Emotional Firepower: How to Build Brand Preference and Sales. Visit my blog at www.wheatleytimmons.com/blog
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The Trailblazer Path to Extraordinary Brand Growth…
Your Business Future?
Super Target
Value Proposition
Higher Purpose
Power Positioning
Social Media CommunicationTra
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Brands are no longer in control – the consumer is now running the show…
Chef Michael Chiarello Video…
Mad Men Model: Interrupt, Imprint, Persuade
Push-Button Marketing is Dead.
If You Build It They Will Come?
Today, successful brand relationships are like the ones we have in real life…
Achieving traction…How?
RELEVANCEMEANINGCONVERSATIONLOVEEMOTION
Trust not intrusion…
It’s less and less about intrusion…
Competition is no longer at the shelf, in frequency of promotions or tonnage in “push” communication….
What you ultimately need to grow business: changes in consumer attitude and behavior…
The battle is in here first…
People are not fact-driven, analytical decision-making machines…Rather our brains are “expectation creation” machines…
OVER CHOICE
Commoditization and Saturation
SAMENESS
Milk-mania:
WholeFat-Free1%2%Lactose-FreeVitamin D FortifiedProtein EnrichedOrganicSoyRice
Absence of trust
Too much choice
Lack of distinctiveness
Confusion
Skepticism
Not enough time
Too much noise
Yeah, Whatever…
Your goal as a business is NOT to acquire customers to make more money. Your goal is to use money to acquire and keep happy customers…
Stop Transactional Thinking!!
The intellectual space a brand can own is in direct proportion to its meaning and value to the consumer…
“Science now proves what brand strategists have always sensed. We human beings have a need to believe in and act upon something that’s greater than ourselves… Let’s realize the significance of this discovery and impress upon ourselves that a brand is a belief system. Want greater rewards? Then impart your brand with greater meaning…”
Brand Behavior Boot Camp
Be different – Gets attention
Be desire-able – Ignites interest
Be real – Creates trust
Be interesting – Generates support
Relationship driven
Trump expectations
New category creation
Exude uniqueness
Disrupt conventionsTra
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Assessing Brand Strength
High Uniqueness
Low Relevance
Low Uniqueness
Low Relevance
High Uniqueness
High Relevance
Low Uniqueness
High Relevance
Uniqueness…
In brand’s ability to deliver a solution
Relevance…
Consumers truly care about and are interested in your proposition
Brand Value Continuum
Interesting or Unique
Twist
Remarkable and
Naturally Alluring
Just Another One
Surround with External Meaning
Requires Validation and Buzz
Experience and Engagement
Pricing Pressures
ValueProposition
ExpectationDriven
SOLUTIONS
CONDITIONS
Brand Value Creation Wedge
Under Leveraged More Powerful
Understood Less Powerful
Functional Value
Financial Value
Intangible Value
Emotional Value
Emotion drives purchase
Emotion drives purchase
Your mission: create links to consumer passions…
Apple sells popular culture
Pampers sells parenting guidance
Harley sells socially acceptable rebellion
Nike sells sports passion
Dove sells respect for natural beauty
Corona sells relaxation and aspirational vacation
What’s Your Higher Purpose?
Identify and understand the Food Super Target…
Engaged in culinary behaviors
Enjoys shopping at supermarket – early adopter
Respects food heroes -- Chefs
Consumes food media
Likes to experiment and create in the kitchen
Adopts professional cook techniques for home use
Gets emotional payoff from cooking/taste experiences
Authority on food trends
The Food Adventurer…
Food Adventurer Brand Value Proposition
PRICE
HIGH QUALITY
CONVENIENT
DELIVERS TASTE PERFORMANCE
REWARDS LOYALTY
TEACHES ME TO USE
MAKES COOKING FUN & ENTERTAINING
HELPS ME REALIZE MY CULINARY PASSIONS
UNDIFFERENTIATED EXPECTED
DIFFERENTIATED UNEXPECTED
BRAND
“SAMENESS”
Your name is the brand that feeds and
nurtures the consumers’ passion for
creativity, self-expression, discovery, sense of
family and enjoyment with cooking.
“Together we can help you do it yourself…”
Feeding the Passions of the Food Adventurer
Collaborate with heroes
Teach and educate
Construct brand experiences
Build Share of Countertop
Create an enable community
Bring compelling value to existing routines
Steps to food brand relevance…
Power Positioning -- unique, different = new category creation…
Map the Circle of Influence…
Wheatley & Timmons Brand Trust Ladder
INVASIVETelemarketing,
spam
PUSHAds, promos,
direct mail
AUTHENTICExperiences
Events
VALIDATIONTrusted
Influencers
Character of
Customer Interaction
Communication ROI
Relationship Driven
Transactional
Tuned Out Engaged
Trusted
Disbelief
Social media is word of mouth on steroids
Social media can help create customers
If Facebook were a country it would be larger than Japan.
Your new food media tool kit…
• Social media platform• Videos• Podcasts• Blog• Links• Photo gallery• Interactive webcasts• Recipe sharing• Experts and credible third parties
1. How do we continuously create energy and word of mouth through specific actions that add value to our customer’s lives?
2. Does your product, it’s packaging, Web site and communication cause people to stop, look and listen?
3. Is it unexpected? Desire-able? Newsworthy?
4. Would people tell others about it?
Communications planning…
A higher purpose leads to a relationship…
A relationship leads to engagement, mattering and preference…
And that generates sales.
Tra
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Bob Wheatley
Wheatley & Timmons, Inc
312-755-6200
Blog: brandtrailblazers.com/blog
Web: www.wheatleytimmons.com