The small things will make a difference-part II
Last week we shared 5 small things that food and beverage producers and processors can do that will make a difference with your customers, the retailers. We had a great response to this. Perhaps it was the photo of our greyhound, Stella or the ideas.
The quick summary is I was out walking Stella and I pulled a poop bag off the roll. There was a sticker on the bag that said; ‘three bags left’. If you have a dog or even of you don’t, you know it is important that you don’t run out. When I got home, I knew to pull out a new roll and put it with the dog’s leash. The little sticker was a small thing but a helpful thing and also something that differentiates this brand from many others.
If you have heard me speak at any event you have probably heard me say if you want to be successful in this industry you need to satisfy consumers and customers.
The emails we received got me thinking we could share some small things that will make a difference for consumers. We will keep it brief because it is the summer and you might want to be outside or on vacation.
5 small things to make a difference
1. Product uses
Many small to medium sized processors have interesting products. Often they are new or innovative. That also implies people don’t always know what to do with them. They might be great products, but we need to educate people in product uses.
These can be recipes, which are great, but not everyone wants to make a recipe with 12 ingredients. Try to share a mix of recipes and easier applications. Find ways to use the product that might replace an existing ‘go to’ item in their kitchen. Many of the most successful products are used multiple ways.
Partner with other small to medium sized processors to share the cost of spreading the word. If you each sell an item, even better!
2. Help them find it in the store
Consumers are busy and they are creatures of habit. If you want to change their buying patterns and purchase your product you need to make it as easy as possible.
You might be willing to look all over the store to find your product, but they probably are not. Tell them where it is and be specific. This can be a challenge when it is in different places in different stores but that makes it even more important.
We have seen some consumer packaged goods companies celebrate store employees and accomplish this small thing. An Instagram post with a picture of an employee saying ‘Thanks to Anne for doing such a great job displaying our product in the deli, right above the cheddar cheese’
3. Focus on the benefits
People buy for benefits, not features.
Do the work to get your marketing and communications to focus on your product benefits. This is not easy work but it does pay off.
Big brands fall into the trap of focusing on features.
Prove you are better and help consumers understand how your product makes their life better. Perhaps you use local ingredients that taste better or your compostable packaging is the only one they can put in their green bin.
4. Take time to educate store employees
People who work in stores are consumers too. If you are visiting stores, doing demos or any other time in retail, try to talk to the people working in the store.
They hear it every day about your products and your competitors. They might know as much about what consumers think as anyone. True, some are more engaged than others, but you need to find the good ones.
If possible, give them samples, talk about what you are doing and why. Share your story and the benefits of your product. These people are in the store every week and they can be great advocates for your products. Depending on where you are merchandised they can also be more interested than the average consumer.
5. Cultivate your brand ambassadors
There are lots of stories about brands who find their best consumers and engage them in the building of the brand. You can find these people though social media and other means.
Ask their opinions and if possible figure out how to reward them for their time and insights. You hear us talk about eyes and ears in the stores. These people can help you understand what is happening out there. They are shopping all the time.
These ideas might or might not cost you much to implement. The question you have to ask yourself is:
How are we differentiating our offering (not just product) to our consumers?
Figure out how to stand out from the crowd and perhaps the stickers on the poop bags will motivate you to figure it out and make it happen. I have to go order the same brand of poop bags again…
Peter
SKUFood Recipes for Success Podcast
The response to our SKUFood Recipe for Success podcast has been great. We want to thank everyone who has been with us as a guest. So many interesting conversations about our industry.
In this episode, we have the Kilted Chef, Alain Bosse grace our virtual kitchen. With his signature attire and boundless culinary creativity, the Kilted Chef has become a beloved figure in the culinary world. He has charmed audiences far and wide as an Ambassador of Atlantic Canadian Food and his unique culinary flair.
Get ready for a delightful conversation filled with anecdotes, insights, and perhaps a dash of tartan charm as the Kilted Chef shares his passion for food, culture, and the joy of bringing people together through the universal language of cooking. Whether you're a seasoned chef or an enthusiastic home cook, this episode promises to leave you hungry for more.
Bread pricing back in the news
In the settlement of a class action lawsuit, Loblaw and George Weston Ltd. have agreed to pay a total of $500 million. For a period of 14 years the companies were part of an industry wide price fixing scheme.
There are still more court cases to be decided as competing retailers and Canada Bread are not admitting any wrongdoing. It will be interesting to see how it all comes out. Price checking does happen. One retailer will follow pricing at another retailer. This is not illegal, but it is illegal to collude and raise prices.
