Identify What the Ca Cana nadian dian Co Cons nsum umer er - PowerPoint PPT Presentation

“Identify What the Ca Cana nadian dian Co Cons nsum umer er Values and Why?” presented by: Virginia Zimm 1 Faye Clack Communications Inc.

n? ho how do do we be begi gin? • understand the value chain • research • target audience • trends • distribution channels • know your brand promise • goals and objectives • strategy • tactics • measurables and ROI • examples 2

Ca Cana nadian dian Foo ood d Valu lue Ch Chain in Packer Manufacturer Shipper Retailer Gov’t Processor Foodservice Ag U Consumer Broker Research Wholesaler Station Distributor Seed Co. Grower What’s missing? Producer

Ca Cana nadian dian Foo ood d Valu lue Ch Chain in Packer Manufacturer Shipper Retailer Gov’t Processor Foodservice Ag U Broker Consumer Research Wholesaler Station Distributor Seed Co. Grower Communications Producer

Ca Cana nadian dian Foo ood d Valu lue Ch Chain in Gov’t Manufacturer Packer Retailer Shipper Foodservice Processor Broker Consumer Wholesaler Distributor Grower Communications Producer Ag U Research Station Seed Co.

Nu Number ber 1 Pr Prio iority ity Id Identify ntify Wh What You our Co Cons nsum umer er Valu lues s and nd Wh Why? y?

rese sear arch

wha hat t do do the hey y valu lue? value equals = ₊ relevant products ₊ personal need ₊ emotional connection ₊ quality ₊ access ₊ social status ₊ social responsibility ₊ family need ₊ fair price 8

who ho is is y you our target et aud udie ience nce? almost 34 million people lowest pop density in the world 3.3 people per square kilometers 9 th largest economy in the world median age: 39.5 years male: 38.6 years female: 40.4 years 9

wher here e do do the hey y li live? most populated province – 13.5 mil 38.7 % of Canada Toronto is largest city – 5.8 mil most multicultural province 10

stage target et aud udie ience nce- li life st 11

target et aud udie ience nce – li life st styl yle education gender complexity urbanite, suburbanite, rural where do they get their news? type of employment income vegetarianism, “ alteranavors dietary needs/ preferences vegan critical/chronic health issues sexual preference food sensitivities and allergies technology savvy political stance and/or religion sedentary or active pet lovers, friends of the earth brand lovers, brand haters sensory fascination 12

kno now the he trends nds • health & wellness • natural and organic • convenience • premium • fresh, fast & functional • global/ethnic flavours • regional and local • environmental social responsibility • 13

kno now the he di dist strib ibution ution cha hannels nnels • regional • national • global • retail • foodservice • Industrial 14

create/ te/ know your ‘brand’ promise branding is a social phenomenon in Canada consumers purchase based on the brand experience as well as the product benefit delivered • description • unique value proposition • reputation • product features/benefits • success stories • community alignment 15

es goa oals ls and nd ob obje jectiv tives specific measurable achievable relevant timely 16

develop a strategy… … that actively engages key influencers and your consumer with your brand promise , by delivering a series of relevant, compelling key messages , using credible spokespeople [tv, radio, newsprint, Internet, social platforms, grass roots etc.] at appropriate points of contact in each regional market to build brand awareness, preference , purchase frequency and loyalty, throughout the year 17

de develop lop tactic tics s tha hat sa satis isfy y the he strate st tegy gy product launches – hotels, shows, restaurants, retail conventional media outreach – tv, print, radio social media and digital marketing – websites, blogs, twitter, facebook, You tube tv and radio tours trade/consumer shows – grocery innovations, food & wine shows trade and government relations – outreach 18

measur surea eables les and nd ROI Did we meet our goals and objectives? consumer research – pre and post media impressions editorial value sales increase trade reaction successes and areas for improvement 19

examples…. 20

the he 7 keys t s to o su success ss 1. it’s all about them 2. understand human behaviour – win hearts then minds 3. speak to your consumer with all 5 senses – compete on value not price 4. make it simple and authentic 5. You are not an island- collaborate 6. WTF 7. the most important key to marketing and public relations success…….. 21

kno now you our con onsu sumer mer, , wha hat t the hey y value and why…… 22

Qu Ques estions? tions? 23