Trends

There’s a turnaround when it comes to the way brands communicate. Both as senders or when being part of a dialogue. Brands are starting to tell people again why they should be bought. Literally! Makes perfect sense. Sometimes you even wonder why we all forgot about that. Yeah, I know some really well known brand such as Coca Cola, Red Bull and the likes still won’t have to do it. Or do they? Check out one from Coke, which I have seen transferred into actually print ads.

Honesty works.
Ok. Big Deal! Lots of people have been screaming “the world’s getting more and more transparent”. My point exactly. So in line with that development here’s a practical Top 5, suitable especially for food & beverage brands. Useful for communication – albeit old school, or interaction strategies, social calendars, etc. And when you’re talking NPD even more relevant.

1. Tell consumers:
- what the ingredients of your product are. Sometimes this in itself makes your product special. It can even be a way of rediscovering what product you’re working on; as a marketer or agency.

- how they can use it. Some products are so embedded in certain societies they don’t need this explanation. But trust me, you’ll be surprised how many people still don’t have a clue how to use certain products and how explaining just this boosts understanding and thus sales.

- with what best to prepare it? Are there any other products, ingredients to make the dish or drink richer, better. Don’t be afraid to include competitive products. Consumers will use them anyhow, but will remember your website, facebook page to go to again for inspiration. Also underline with what to serve the drink or dish. I am thinking garnish, side dish, drinks (for food) and food (for drinks). You can even include other inspiration for the where:  table – napkins, plates, glassware – up to music selection.

- when to serve it. Time/part of the day and also within the week or year. Be specific. Especially in the beginning. Of course it’s understandable lots of brand managers do not want to limit usage, but telling people when to use the product will not limit consumers. If we could control consumers that way, it would be practical, but it’s not the case.

2. Storytelling. Share how it all began and with whom. It’s far more interesting than most marketers think. And you can make it more interesting as well, by emphasizing some things (but check number 3 first). If you tell it right and true, they might trust you (even) more (click here for a specific blog on storytelling).

3. Be true and close to your brand. Consumers don’t mind if you are not 100% healthy, but just say it. You may stretch what’s been said under numbers 1 and 2, but do not overdo it. Example: you might not want to include things about fashion in general (the trendy design colors for 2013), but may want to go so far as to advise on a specific dress code for a certain type of dinner or mood that goes with your product: cocktail, mix wodka & martini, shake (don’t stir), wear a tux and black shiny shoes. Catch my drift?

4. Visualize. Show them! It’s more fun to share and react to pictures than to words. Use media such as Instagram, YouTube and Pinterest, but remember the points above. And realize what you want to stimulate: A | sharing nice pictures or video’s with your website or platform as a source or – B | do you actually want to people to recognize your product and use the visuals in practice. Both are fine, though the latter does a better job explaining.

5. Curate. Use the right people to spread the real word. Of course you can use food and drinks experts for this, but don’t forget your own people. When trained the right way they can be a real asset.