That is why the use of data is critical for marketing strategies in the food industry.
In an industry as important as the food industry, data are an indispensable source of information for companies operating within it, not only to determine decisions inherent in which products to focus on but especially to define winning advertising campaigns.
It doesn’t matter whether you operate within this industry as a producer, as a salesperson, or as a restaurateur: when it comes to pitching food to people, there are so many aspects to consider and keep constantly in check, especially at a time in history like this, when people’s needs and priorities can change from one moment to the next.
Do you want to know what is the best way to act mindfully and avoid misfiring in this area?
Continue reading.
Food Marketing: what it is and why it is necessary
Any company engaged in the production and sale of food products is constantly doing Food Marketing.
From the small cheese producer that advertises its product on local TV networks to the medium-sized company active in the restaurant industry that carries out different types of advertising campaigns, all the way to the large companies and multinationals that invest millions of Euros in advertising every year, all the realities active in the production and marketing of food products do Food Marketing (in one way or another).
The reason is quite simple and obvious: in order to sell your product you need to make it known to people.
However, for a food marketing strategy to be effective, it is not enough to extol the qualities of products and leverage this feature to achieve positive feedback in terms of both sales and brand reputation.
In the food industry–as in few others–in addition to communicating the value of what you propose to your customers, it is critical to appeal to their emotions.
Do you know why?
The vast majority of people do not eat simply to feed themselves: that of a meal is a time of socializing, sensory experiences, and sharing, which is why when devising a communication strategy it is important to give proper emphasis to the emotional sphere.
Read also: Data management: what it is and how online data can help businesses
Touching the right chords, in this sense, allows you to impress your potential customers (even unconsciously) to a greater extent than your competitors.
To make this happen, of course, you need to know your target audience perfectly.The classic techniques of market analysis and competitive analysis that were used in the past, however, are now obsolete.
If you are aiming to sell your product, it is no longer sufficient to rely on questionnaires and sample surveys: the former target only those who already know your company, and the latter, in addition to being unreliable by virtue of the randomness with which they are carried out, risk being anachronistic.
Fortunately, nowadays it is possible to take advantage of a large amount of constantly updated and accurate data in order to plan effective food marketing strategies.
What data are we talking about?
Now you will find out…
Food marketing strategies and Big Data: a winning combination
It is no mystery that the Internet is completely changing the world.
The Web is changing the habits of people, who are increasingly likely to shop online, express their thoughts on social media, review products, and search for solutions to their problems.
All these actions that people take on the network become a valuable tool available to companies. Indeed, every action, from a simple click on a page to a Google search, from a comment on social media to a reaction to a video, corresponds to the generation of online data.
The great power of this data lies in the fact that it is reliable and true, as it is created by people, and continuously updated.
Big Data, properly put together and analyzed, is a huge opportunity to be leveraged in planning a food marketing strategy.
With the right skills and tools, it is possible to conduct detailed market research that considers a particular target customer base and reveals their thoughts, desires, and needs regarding a food product.
Similarly, Big Data can also be leveraged to conductcompetitor analysis apt to learn about the strengths and weaknesses your target customers find in your rivals’ products, as well as to take cues from already active marketing campaigns that are showing positive results.
In short, having the customers themselves give you everything you need to figure out how to win them over puts you in a very advantageous position.
But analyzing this data is a very complex task, requiring special skills and very powerful tools.
Would you like to take advantage of such an opportunity?
Our market research agency can help you!
How to make the most of data to process marketing campaigns
If your goal is to devise a Food Marketing strategy that takes into account reliable and up-to-date data, Central Marketing Intelligence ‘s Big Data research and analysis method is what could make the difference for your business.
Constant and thorough monitoring of the network by us would ensure you are fully aware of what is happening around you and your target industry.
In the case of the food industry, which is increasingly full of novelties and special needs from customers, it is especially important to keep an eye on ongoing market developments and establish contact with potential customers through the study of data.
Read also: Strategic and operational marketing: these are the differences
The way we operate leads us to search for data functional to the client’s objectives and analyze it in detail to extract all useful information.
But we are not limited to just that.
In fact, after the study phase, we proceed to write a report in which we include the results that emerged from our data analysis and indicate a series of practical actions useful for the pursuit of the results coveted by the client.
In conclusion
If you want to do food marketing smartly, don’t rely on chance.
Turn to Big Data professionals.
Contact us now for a free consultation!
