Direct-To-Consumer DTC Marketing Food & Beverage

Beer companies get a bad rap when it comes to marketing beer to women. A recent article that appeared on Fast Company noted that 75% of beer purchases are by men. The article also went on to note that historically, beer companies have had trouble reaching females when it comes to marketing. These companies miss the mark by trying to sell these women by creating and selling sugary drinks that aren’t exactly in line with women’s tastes, which, according to the data, is primarily geared to wine.
So, what can these beer distributors do to get women on board with their brands and potentially double their revenue? There seem to be a number of strategies that companies can use to increase revenue through female purchasers – and they don’t taste like cough syrup in a bottle.

[quote]Product innovations may be key.[/quote]Just because women typically don’t like the harsh tastes of beer doesn’t mean that beer marketers need to create drinks that taste more like candy than beer. In fact, some of the more successful beer drinks marketed toward women are part of an expensive line of lambics from Lindeman’s. These fruit-flavored beers have a slight sweetness, but are heavier and bolder than a malt-based wine cooler.

But, for companies that lack the budgets to produce beers directed at women, there is still hope. While years ago beer drinking may have been uncommon by women, today is another story.

Women currently make up 25% of the beer market, yet many beer ads and marketing promotions are directed toward men. These marketing spots often come across as testosterone-fueled, showing scantily clad women alongside the men who are trying to win them over.

If the classic idea that men don’t understand what women want is true at all, then perhaps it is time for beer companies to take note of this and get a woman’s perspective. Focus groups, qualitative data and data collected from surveys and social media can give you insight into what the masses are thinking.

And, speaking of social media, women are extremely active on platforms such as Pinterest and Facebook. Developing a Pinterest strategy for your beer company can help your marketing team reach women where they live on the internet – the internet pin board is 97% female, and numerous companies that have run Pinterest campaigns have shown significant success.

As with all marketing, it is important to have a strong product. But, with marketing, it’s how you sell it that’s key. Each time I go to the bar, I see women drinking beer alongside their boyfriends or the other men in the group. Beer is also generally cheaper. It may be higher in calories, but brands like Budweiser have learned to reach women by creating a beer that is lower in calories than a traditional beer.

If your goal is to try reach women consumers, do what most successful companies do – make sure you have a superior product, and sell it accordingly. And, if your bubblegum flavored hot pink malt liquor drink isn’t a huge success like you’d hoped, talk to our Orlando advertising agency about how we can help you create a better beer marketing strategy to reach women.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact us today! Our team of experts is poised to share strategies for segmentation, creating appeals and assessing your own brand to attract the perfect female audience for your product or service!

Food & Beverage Restaurant

The marketers at the fast food chain restaurant Checkers had it right back in 2000, when they introduced the slogan “You gotta eat.”  It’s true… Americans eat an average of three meals of day, spending an average of $2,700 per household eating out annually (and often times, even more in young, urban areas like Orlando, home to our Florida advertising agency).
If you’re a restaurant marketer, it may seem daunting to try to reach these people.  But if your restaurant hasn’t invested in a social media strategy, you may be hurting you chances of success.  It’s well known to marketers that people are more likely to try out new places based on recommendations from friends, and in this social age, it’s one of the best ways to get the word out.

Our Orlando advertising agency has come up with four tasty tips to help use social media to drive people into your restaurant.

Remember, It’s Not All About the Food

Okay, so to some degree, it IS all about the food.  The goal is to drive people into your restaurant, and to increase the bottom line.  But instead of thinking about social media in terms of return on investment, it’s more important to think about it in terms of return on relationship.

Restaurant marketers can do this by offering curated content that aligns with their customers’ lifestyles.  Followers of an organic restaurant might be interested to see photos of the farms where the chefs get their produce, while fans of a quirky hot dog stand might be more interested in reading about who won the Nathan’s hot dog eating contest in Coney Island.  The key is to know your audience, and to know their interests to better cater to them.

[quote] Ready to get started?  Give us a call. [/quote]

People are visual creatures, so show them what you’re up to

A picture’s worth a thousand words, right?  Well, if not a thousand words, then at least a bunch of comments on Instagram.  After all, why do so many people use their expensive, high-resolution smartphone cameras to take photos of the pancakes they had for brunch?  It’s because images are better for capturing and parlaying an emotion, an impulse or a feeling.

While photos of food are great, it doesn’t have to stop there.  Just offering daily inspiration through a photo of a local mural, the kitchen team high-fiving or a couple of regulars sharing cocktails is enough to keep your followers and fans interested and engaged.

Listen to your followers

Social media offers great perspective to allow restaurant owners to hear what people are saying about their brands.  With Twitter Advanced Search, Monitter and Social Mention, there’s no reason not to listen in on the conversation.  (These are great resources to help keep an eye on your competitors as well.)

While a single customer service complaint may not be anything to be up in arms about, a string of similar responses may suggest you need to tweak something.  Show your followers you care by listening to them and answering their complaints.

Get creative

Your restaurant’s social media page is your page.  Try posting your favorite recipes, things you think your customers might enjoy, or even running a contest to encourage new subscribers and Twitter followers.   With technological advances expanding by leaps and bounds, there are thousands of ways that brands use Facebook, Twitter, Pinterest, Foursquare and a variety of other platforms to help connect with larger audiences.

Just as chefs get creative with the meals they serve, a restaurant social media team can get creative with the content it serves up to its followers.  For more novel ideas on how to best expand your restaurant’s social media outreach, contact us today!

Food & Beverage

It’s a tale of two companies.  The first, a major flash sales company that scaled at an unprecedented rate, only to find itself in the trenches within a year of its IPO.  The second, a company that organically grew from the ground up with staying power to become one of the leading grocery store chains in the entire country.

While the two companies are in unrelated fields, the stories are still relevant to one another in showing how growth based on wild overvaluations and non-sustainable projections can cause turmoil for some of the biggest companies in the world.

Just two years ago, Groupon was on the forefront of a revolutionary new industry, which it dubbed daily deals.  The original idea was actually quite simple: if a certain number of people sprung for a daily deal, then the deal would be on, and each person would get a massive discount at a salon, restaurant or other type of company.  In exchange for a successful deal, the company would pay the merchant up front for the revenue it generated from the deal, sans the cut from Groupon, which brokered the deal.

Groupon experienced unprecedented growth, becoming one of the fastest-growing companies in the history of tech.  Investors talked about how daily deals were going to be the next big thing, and insistent that it was urgent that the company scale in order to help dominate the industry.

Flash forward two years later, and Groupon is struggling.  Merchants who took Groupon’s offer for cash up front in advance of customer visitation feel shorted by their deals.  Purchasers notice the diminished quality of Groupon-afflicted restaurants they once loved.  While CEO Andrew Mason attributes the company’s record low stock level to losses overseas, the staunch reality is that investors overvalued the company’s worth.  Much like the real estate bubble or any other industry in which the market has failed to correct itself, the bubble burst (and in Groupon’s case, the bubble burst with a particularly loud and painful pop).

Contrast that a grocery store chain that started as a small market, dedicated to providing the freshest produce, cheeses and organic foods to people within its community.  Whole Foods is now a leader in providing healthy options, fresh foods and high-quality lifestyle goods. Years ago, Whole Foods founders John Mackey and Renee Lawson Hardy were evicted from their apartment for using it for storage for their natural foods store.  They borrowed $45,000 from friends and family to keep their company afloat.  In their third year, they merged their natural goods store with another local grocery, resulting in the Whole Foods concept.

Whole Foods was later able to successfully grow its business by purchasing other natural goods stores, resulting in rapid expansion over the next several years.  The company continues to prosper by offering superior goods and products at reasonable prices, while also offering food demonstrations, donating money to other local natural food non-profits, and remaining dedicated to it’s core mission of improving the lives of its customers.

In spelling out the two stories, the team at our Florida marketing agency notice a markedly different strategy for growth.  While one company put everything on the line to make a few bucks in the short term, ultimately hurting its entire business model, the other company gradually became a leader in its industry, fostering a sustainable business model to become a Fortune 500 Company.

If you’re looking to grow your business, strive to take it to the next level by effectively scaling, rather than gambling on a risk that doesn’t pan out.  Otherwise, you might find your company in the trenches as you struggle to make ends meet.

Check out our other interesting blog posts.

Content Marketing Creative & Production Food & Beverage

As a young advertising/marketing professional and food fanatic, I can’t help but see my two worlds collide on a daily basis. I’m a big admirer of locally owned restaurants and the more I continue to experience Orlando’s growing culinary scene, the more something obvious sticks out to me: As a restaurant’s social media goes, so does its business.
In this day and age of modern communication, everyone expects to be able to obtain the information they are seeking within a matter of seconds and more and more people are utilizing their mobile devices to do so. If you as a business cannot provide that information, you will hurt your chances of being successful. Social media is a tool that allows business owners the flexibility of interacting with their customers or followers in a quick and efficient manner. Whether it’s promoting daily specials, addressing questions and/or concerns from customers or just saying hello, social media provides a platform for businesses to effectively execute its marketing.

So what makes social media so critical to restaurants and more specifically, locally owned restaurants? The answer is well… Everything. If executed correctly, social media can help a restaurant thrive. Alternatively, if executed poorly, social media can help lead to its downfall. Effective social media use allows owners and managers to create a more personal connection with their customers, increase their fan base, provide real time information and establish themselves as fellow members of the local community. This is very important because the foundation of local restaurant growth is based on reputation and referrals. Without the luxury of national marketing campaigns, it is crucial that these restaurants create and maintain a positive social presence day in and day out to stay fresh in their customers’ minds. Restaurants that fail to effectively utilize social media will find that just as quick as it can be to build a great reputation, it’s quicker to build a bad reputation through negative customer comments, reviews and poor communication.

If you’re looking for examples of restaurants that are effectively using social media to boost their businesses, then look no further than these local favorites of mine:

–       4 Rivers Smokehouse does a remarkable job of sharing restaurant news and releases with their followers.

–       Prato effectively keeps fans hungry and always wanting more with photo spotlights of their chef inspired dishes.

–       Tako Cheena establishes their place in the local community by posting customer photos and community events.

–       The Yum Yum Cupcake Truck does a terrific job of communicating daily truck location and interacting with fans.

Because social media is so readily available to the public, it’s easy to understand how it could end up in the wrong hands. So before you take your business and enter the circles of the social media world, please remember that as a restaurant’s social media goes, so does its business.

Need some social media inspiration for your brand? Contact our team of digital strategists today!