Welcome!

Cognitive Computing Authors: Yeshim Deniz, Liz McMillan, Carmen Gonzalez, Pat Romanski, Kevin Jackson

News Feed Item

Getting on Grocers' Shelves is Only Half the Battle, Says Gourmet Ads

Advertising Network's Advice to Winter Fancy Food Show Exhibitors: Exploit the Web to Get Your Products Noticed

SAN FRANCISCO, Jan. 18, 2013 /PRNewswire/ -- For food manufacturers and specialty food producers attending the 38th Annual Winter Fancy Food Show, sealing the deal with a distributor or grocery chain means your products will run off the shelves, right?  Not exactly.  According to global food advertising network Gourmet Ads, the real challenge is getting out in front of consumers in a compelling way, in order to generate sales and maintain your position in the grocer's aisle.  And the key to doing that these days is the Internet.

"The Web is where today's consumers research products, plan family meals and in some cases make actual buying decisions, and manufacturers need to go there to market and promote their products to gain attention," says Benjamin Christie, managing director of Gourmet Ads, which works with more than 350 food-related websites to get brand messages and values before ever-more-fickle and cost-conscious grocery buyers. 

"The great thing is there are many, many techniques and opportunities to do that. Some national brands reach the entire country, while others use geo targeting to reach just a handful of cities.  Some advertisers make use of contextual targeting to reach those shoppers most receptive to their messages.  For example, if you produce a great steak marinade or BBQ Sauce, you can ensure your brand is seen by anyone browsing beef or steak recipes, or looking up grilling tips."

Even established, multinational food brands are sometimes behind the curve when it comes to exploiting online marketing, Christie notes.  "Simply creating a Facebook page or Twitter page for your product just won't cut it anymore," he says.  "You have to develop an online marketing strategy to grab attention, give consumers something of value like a recipe or discount coupon, and do it time and again to get them to recognize your packaging and ultimately to build customer loyalty. Having a great product also helps."

Getting consumers to visualize how to use your product through vivid photographs and appealing recipes, and pegging your ads contextually to the most relevant web pages, are two keys to successfully marketing your food items online, according to Gourmet Ads' free whitepaper, "The Ultimate Guide to Food Advertising Online."

"Any online marketing plan will include a variety of ad types across a wide breadth of sites, but they'll do little good if the product doesn't look irresistible," says Christie. "Consumers make spending decisions with their eyes, especially when it comes to food."

Here are some other tips manufacturers will find in the 21-page whitepaper:

Don't forget to show the packaging.  "Most of the best-performing ads have had two elements: a great photo of a fully prepared meal, and an image of the packaging.  Consumers see a great looking meal, which appears at face value as easily prepared by using the product. And next to the meal is the package so they'll recognize the brand when they see it on shelves," says Christie.  

Have a clear Call to Action.  Make sure your ad inspires the consumer to do something, like find recipes, save a dollar on their next purchase, or request a free sample.  "You can have a great looking advertisement, but if you don't have a clear and persuasive call to action, consumers may leave and forget about your value proposition."

Use brand websites and landing pages.  Most corporate websites are focused on B2B, and seldom engage the visitor socially.  It is essential to have a dedicated consumer-focused site, preferably one for each brand.

Manufacturers can download The Ultimate Guide to Food Advertising Online and other whitepapers, including "Best Practice Guide to Publishing Recipes Online," at http://www.gourmetads.com/whitepapers.

About Gourmet Ads

Gourmet Ads (http://www.gourmetads.com) is a global food marketing network focusing on branding campaigns for reaching the grocery buyer online. With operations in the United States, U.K., Canada, Australia and New Zealand, Gourmet Ads consists of over 350 cooking websites where consumers are spending time online researching recipes, including its own recipe search engine RecipeBridge.com. Gourmet Ads develops customized advertising solutions from regular IAB units, to portal type solutions such as background skins, roadblocks and interstitials which go beyond the banner.  It has represented such brands as General Mills, Starbucks, Orville Redenbacher's, Campbell's, Nestle, Swiffer and Kraft Foods, as well as retailers Walmart, Kroger, Fresh & Easy and Safeway.

CONTACT:
Gary Frisch / Swordfish Communications
856-767-7772 / [email protected]

SOURCE Gourmet Ads

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
@GonzalezCarmen has been ranked the Number One Influencer and @ThingsExpo has been named the Number One Brand in the “M2M 2016: Top 100 Influencers and Brands” by Analytic. Onalytica analyzed tweets over the last 6 months mentioning the keywords M2M OR “Machine to Machine.” They then identified the top 100 most influential brands and individuals leading the discussion on Twitter.
Grape Up is a software company, specialized in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the USA and Europe, we work with a variety of customers from emerging startups to Fortune 1000 companies.
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
The age of Digital Disruption is evolving into the next era – Digital Cohesion, an age in which applications securely self-assemble and deliver predictive services that continuously adapt to user behavior. Information from devices, sensors and applications around us will drive services seamlessly across mobile and fixed devices/infrastructure. This evolution is happening now in software defined services and secure networking. Four key drivers – Performance, Economics, Interoperability and Trust ...
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busin...
Multiple data types are pouring into IoT deployments. Data is coming in small packages as well as enormous files and data streams of many sizes. Widespread use of mobile devices adds to the total. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will look at the tools and environments that are being put to use in IoT deployments, as well as the team skills a modern enterprise IT shop needs to keep things running, get a handle on all this data, and deli...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound e...
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
@ThingsExpo has been named the Most Influential ‘Smart Cities - IIoT' Account and @BigDataExpo has been named fourteenth by Right Relevance (RR), which provides curated information and intelligence on approximately 50,000 topics. In addition, Right Relevance provides an Insights offering that combines the above Topics and Influencers information with real time conversations to provide actionable intelligence with visualizations to enable decision making. The Insights service is applicable to eve...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.