|By PR Newswire||
|January 18, 2013 08:45 AM EST||
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.
Gary Frisch / Swordfish Communications
856-767-7772 / [email protected]
SOURCE Gourmet Ads
Digital innovation is the next big wave of business transformation based on digital technologies of which IoT and Big Data are key components, For example: Business boundary innovation is a challenge to excavate third-party business value using IoT and BigData, like Nest Business structure innovation may propose re-building business structure from scratch, as Uber does in the taxicab industry The social model innovation is also a big challenge to the new social architecture with the design fr...
Sep. 30, 2016 05:45 PM EDT Reads: 1,368
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lea...
Sep. 30, 2016 05:30 PM EDT Reads: 691
Just over a week ago I received a long and loud sustained applause for a presentation I delivered at this year’s Cloud Expo in Santa Clara. I was extremely pleased with the turnout and had some very good conversations with many of the attendees. Over the next few days I had many more meaningful conversations and was not only happy with the results but also learned a few new things. Here is everything I learned in those three days distilled into three short points.
Sep. 30, 2016 04:45 PM EDT Reads: 5,308
Data is an unusual currency; it is not restricted by the same transactional limitations as money or people. In fact, the more that you leverage your data across multiple business use cases, the more valuable it becomes to the organization. And the same can be said about the organization’s analytics. In his session at 19th Cloud Expo, Bill Schmarzo, CTO for the Big Data Practice at EMC, will introduce a methodology for capturing, enriching and sharing data (and analytics) across the organizati...
Sep. 30, 2016 04:30 PM EDT Reads: 1,824
Adobe is changing the world though digital experiences. Adobe helps customers develop and deliver high-impact experiences that differentiate brands, build loyalty, and drive revenue across every screen, including smartphones, computers, tablets and TVs. Adobe content solutions are used daily by millions of companies worldwide-from publishers and broadcasters, to enterprises, marketing agencies and household-name brands. Building on its established design leadership, Adobe enables customers not o...
Sep. 30, 2016 04:30 PM EDT Reads: 392
Major trends and emerging technologies – from virtual reality and IoT, to Big Data and algorithms – are helping organizations innovate in the digital era. However, to create real business value, IT must think beyond the ‘what’ of digital transformation to the ‘how’ to harness emerging trends, innovation and disruption. Architecture is the key that underpins and ties all these efforts together. In the digital age, it’s important to invest in architecture, extend the enterprise footprint to the cl...
Sep. 30, 2016 04:30 PM EDT Reads: 732
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Sep. 30, 2016 04:00 PM EDT Reads: 3,587
IoT offers a value of almost $4 trillion to the manufacturing industry through platforms that can improve margins, optimize operations & drive high performance work teams. By using IoT technologies as a foundation, manufacturing customers are integrating worker safety with manufacturing systems, driving deep collaboration and utilizing analytics to exponentially increased per-unit margins. However, as Benoit Lheureux, the VP for Research at Gartner points out, “IoT project implementers often ...
Sep. 30, 2016 03:45 PM EDT Reads: 3,659
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Sep. 30, 2016 03:30 PM EDT Reads: 381
Businesses are struggling to manage the information flow and interactions between all of these new devices and things jumping on their network, and the apps and IT systems they control. The data businesses gather is only helpful if they can do something with it. In his session at @ThingsExpo, Chris Witeck, Principal Technology Strategist at Citrix, will discuss how different the impact of IoT will be for large businesses, expanding how IoT will allow large organizations to make their legacy ap...
Sep. 30, 2016 03:00 PM EDT Reads: 571
Video experiences should be unique and exciting! But that doesn’t mean you need to patch all the pieces yourself. Users demand rich and engaging experiences and new ways to connect with you. But creating robust video applications at scale can be complicated, time-consuming and expensive. In his session at @ThingsExpo, Zohar Babin, Vice President of Platform, Ecosystem and Community at Kaltura, will discuss how VPaaS enables you to move fast, creating scalable video experiences that reach your ...
Sep. 30, 2016 03:00 PM EDT Reads: 1,248
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Sep. 30, 2016 03:00 PM EDT Reads: 3,672
In his session at @ThingsExpo, Kausik Sridharabalan, founder and CTO of Pulzze Systems, Inc., will focus on key challenges in building an Internet of Things solution infrastructure. He will shed light on efficient ways of defining interactions within IoT solutions, leading to cost and time reduction. He will also introduce ways to handle data and how one can develop IoT solutions that are lean, flexible and configurable, thus making IoT infrastructure agile and scalable.
Sep. 30, 2016 03:00 PM EDT Reads: 1,655
SYS-CON Events announced today that Bsquare has been named “Silver Sponsor” of SYS-CON's @ThingsExpo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. For more than two decades, Bsquare has helped its customers extract business value from a broad array of physical assets by making them intelligent, connecting them, and using the data they generate to optimize business processes.
Sep. 30, 2016 03:00 PM EDT Reads: 3,015
24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to connect your brand strategy with the right consumer. 24Notion ranked #12 on Corporate Social Responsibility - Book of List.
Sep. 30, 2016 02:30 PM EDT Reads: 382
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
Sep. 30, 2016 02:30 PM EDT Reads: 2,469
The vision of a connected smart home is becoming reality with the application of integrated wireless technologies in devices and appliances. The use of standardized and TCP/IP networked wireless technologies in line-powered and battery operated sensors and controls has led to the adoption of radios in the 2.4GHz band, including Wi-Fi, BT/BLE and 802.15.4 applied ZigBee and Thread. This is driving the need for robust wireless coexistence for multiple radios to ensure throughput performance and th...
Sep. 30, 2016 02:15 PM EDT Reads: 1,728
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.
Sep. 30, 2016 02:15 PM EDT Reads: 1,163
If you had a chance to enter on the ground level of the largest e-commerce market in the world – would you? China is the world’s most populated country with the second largest economy and the world’s fastest growing market. It is estimated that by 2018 the Chinese market will be reaching over $30 billion in gaming revenue alone. Admittedly for a foreign company, doing business in China can be challenging. Often changing laws, administrative regulations and the often inscrutable Chinese Interne...
Sep. 30, 2016 01:45 PM EDT Reads: 588
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Sep. 30, 2016 01:15 PM EDT Reads: 5,166