As a food company, you have a big advantage over most other industries—people need to consume food and drink constantly to sustain life, and that’s nonnegotiable. But how do you stand out from everyone else in the food and beverage industry? And how do you make people love you?
Highlight Your Unique Selling Proposition
What makes you different from that other company that sells almost the same thing? Do you use better quality ingredients? Are you big on doing good for the world? Does your brand emanate a warm and fuzzy feeling that consumers just don’t get with other brands? Whatever it is, make it obvious and take pride in it. Differentiate yourself and attract the people who love what makes you unique. As Aristotle said (and Taylor Swift later reiterated), “a friend to all is a friend to none,” so focus on your core group of fans and cater to them.
Create special deals or hold events when certain dates roll around. From Mother’s Day to National Chocolate Chip Cookie Day (find more dates here) to your brand’s 5 year anniversary, choose any day (or week) and provide a reason to get excited about your company. This is a great opportunity to advertise (and attract new customers), and you might even get some media coverage out of it.
Partner With Other Brands
Another great thing about food? The endless food combinations. Partner with brands that sell complementary products to reach new audiences and perhaps help consumers find their new favorite way of eating your food. Maybe next time they reach for another type of food, they’ll think of you too.
You can also reach out to companies that sell subscription boxes and have them include your product(s) in a box or two. This way, you can expose your brand to relevant audiences who may have been previously unaware of or who have never gotten to try your product(s).
Social Media Contests
Run contests where you have fans post photos or videos of them enjoying your product(s). Better yet, have them come up with new recipes that incorporate your product(s). This will increase engagement and attract the attention of your consumer’s friends, and since the people posting will most likely already love your product(s), they now have a new opportunity to rave about your product(s) to their followers. You’ll also get some beautiful new images/videos and mouth-watering recipes you can repost.
Another option is to crowdsource ideas. This will bring in loads of fresh concepts and make consumers feel more connected to the brand, generating a buzz that will keep your brand top-of-mind. Lay’s has successfully done this with their “Do Us a Flavor” campaign, and Starbucks has seen beautiful new cup designs thanks to their White Cup Contest.
Combine With All Other Forms Of Marketing
Of course, do all this in conjunction with other forms of marketing. Create a blog. Have social media platforms where you post craving-inducing photos and videos of your product(s). Partner with influencers to spread the word. Email recipes and possibly nutrition tips (these are also great ways to get consumers to sign up for your email list). Hold giveaways. Give loyal fans the occasional special deal or other privileges. Advertise. The possibilities are endless.