Success does leave clues and if you want
your fresh prepared Grocerant niche food brand to have distinctive
differentiated messaging and positioning below are 10 clues from Foodservice Solutions® Grocerant Guru®:
1. Purpose. Do you have contemporized customer fresh food
relevance? Why you are there? The most successful brands are inclusive,
include values greater than themselves. A lifestyle, a philosophy, an emotion a
point in time today that means “better for you is better for all”.
2. A story. Most major brands have a story. Examples: if you like Ford
vehicles, you might be familiar with the story of Henry Ford or if you love
your Nikes, you probably know how the Nike swoosh logo was created. What is the
story behind you grocerant niche fresh food?
3. Consumer
interaction. When you are first entering the
grocerant niche , don't fool yourself into believing that your marketing
efforts are 'brand building' efforts. They're not because to build a real
brand, you have to have an extensive track record with consumers. Consumer will
build the brand and the story for you when you enter the consumer ‘awareness,
acceptance, and adoption phase.
4. Trust. When you've consistently delivered for your customers long
enough, you'll gain the type of trust that many brands have. Would you buy a
Toyota today? Maybe so, but how long do they have to rebuild that trust?
5. Consistency. When a consumer chooses a product or service because of brand
association, he or she is buying an expectation. Perhaps it's the expectation
that the branded product is of higher quality or that the service will be
provided in a more efficient manner. The expectation must be met time after
time. Our Grocerant ScoreCards can help you get on track.
6. Differentiation. Expectation is often borne of differentiation. Many brands offer
products and services that are commodities but they're successful in developing
some differentiation for their products and services that consumers are sold
on. Differentiation does not mean different it means familiar but with a
grocerant niche fresh food twist.
7. Imitators. Imitation is the sincerest form of flattery and you're probably
not a 'brand' until you have competitors trying to copy you. Do what you do
best and lead your fresh food grocerant space, don’t follow.
8. Market
leadership. Top brands are usually looked at as
leaders in the markets they compete in. Own the space, and understand why you
do.
9. Grow. The best brands are flexible and capable of reshaping and
reinventing themselves and their messages over time. Consumers are not
static! Your brand must be dynamic and grow, change and adapt over time.
Know where the grocerant space is moving and move with it.
10. A strong marketing
presence. The information super highway is
evolving; your message must follow the traffic. Don’t get stuck on the
road less traveled.
Are you trapped doing what you have
always done and doing it the same way? Interested in learning how
Foodservice Solutions FIVE Ps of Food Marketing can edify your retail food
brand while creating a platform for consumer convenient meal
participation, differentiation and individualization?
For
international corporate presentations, regional chain presentations,
educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions. His
extensive experience as a multi-unit restaurant operator, consultant, brand /
product positioning expert, and public speaking will leave success clues for all.
For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call
1-253-759-7869
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