It’s not at all uncommon for food marketers to contact us with a shopping list of marketing wants…email campaign, direct mail, social media, advertising, promotional campaigns. Of course, we are happy to assist, but we really have to ask: how did you determine that these marketing tactics belong on your marketing shopping list?
The answer to that question lies in a fundamental understanding of the terms strategies and tactics…and which comes first. I’ll answer the “which comes first” first: strategies. They are the planning and definition of purpose phase in any endeavor. They define where you want to go. Tactics are developed to help get you there. So, it makes sense in marketing terms to define the strategies first because the tactics will easily follow once you know where you want to go.
Many food marketers struggle, in varying degrees, with the strategies definition phase. I’d like to suggest that there are just three questions to ponder and answer. Once you’ve accomplished that, you’re on your way to determining which tactics are best suited to support your strategies.
1. Why…why do we do what we are doing? On the surface, this seems fairly simple. It’s the stuff of which mission statements are made. But, really focus on defining one clear purpose for your business operations. If you can distill everything else down to that one why, you have identified the basis upon which you make your business decisions. This why question defines your brand.
2. Who…who are we doing it for? The impulsive answer is easy…anyone and everyone who will buy your products. The catch in this question is distilling the universe of customers/consumers down to that group that is really genuinely interested in the answer to the why question. Examining your current loyal customers/consumers can assist in defining your target market. The answer to the why question also leads to identifying those customers/consumers who could benefit most from your brands and products. Look for the commonalities in your core customers/consumers and that will lead to a better definition of your prime customer/consumer profile or target market. Before you can sell, you need to know who you are talking to.
3. What…what do we do that is unique? Food marketers know that most product categories are very crowded. It’s the ones that “build a better mouse trap” that outsell their competitors. What is it about your brands and products that sets you apart…what can customers/consumers expect from you that they can’t from your competitors? Defining your competitive advantages defines your message to customers/consumers.
Once you have answered these three questions, you will know who your core customers/consumers are and what to say to them. Now you’re ready for the tactics. Reaching target audiences is not a “one size fits all” proposition. Tactics need to be chosen based on where your core customers/consumers hang out and how to best reach them. Bypassing the strategic questions can result in costly marketing efforts that do not meet your objectives.
