Oh, the holidays. Christmas music over the speakers, jolly grocery store clerks (hopefully), great holiday deals and amazing in-store displays and coupons. Doesn’t get much better than that. But as a food or beverage brand, you may be wondering if in-store retail marketing is worth the bang for your buck? Rather than avoid the investment, be sure to secure shelf placement by utilizing these retail marketing tips for food and beverage brands in order to be a successful food or beverage brand.
Tip 1: Make Your Investment Count
Take some time to understand who your customers are, where they are coming from, and their buying behavior. Are they shopping at the local market down the street or larger retailers like Walmart and Kroger? Make your investment count in the right retailer. Once you have that established, develop a good relationship with retail buyers for stores. Ask what you can do for them and the support will likely follow.
Tip 2: Keep Design in Mind
Once you are in the right store focus on successful displays, ones that are big, simple, eye-catching. Balance.com suggests attracting attention but also making sure the customer can easily grab multiple products without disrupting the display. No one wants to be THAT person.
Tip 3: Offer Promotions
Another way to attract more customers? Offer in-store coupons and promote a loyalty club. Make sure to track the redemptions to see if your strategies are working or if you need to mix things up.
So there you have it. Effective retail marketing tips for your food or beverage brand to create more opportunities for your customer to purchase your product and become a repeat consumer. If you’d like to learn more about how to optimize your food brand’s marketing plan for retail, we can help! Please reach out to the NewPoint team. If you are interested in more food marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.
To identify and isolate areas for improvement in shopper marketing program strategies and tactics to further your CPG brand growth against set KPIs:
Maximize the economic performance of your CPG brand shopper marketing investment
Increase velocity at retail and consumer brand affinity
This shopper marketing audit will detail and contrast your CPG brand shopper marketing and messaging versus that of industry standard competitive practices and will include, but not limited to:
Target market reach, integrated retail marketing support, promotional continuity & awareness, offers and incentives, and tactical execution timing
Go-to-market launch strategies, timing, and tactical execution
Deliverables
Marketing Communication Audit Report
The deliverable will be a white paper with NewPoint Marketing findings and recommendations related to marketing activities in one retail partnership or DMA/market as defined by the client.
Brant brings 20+ years of experience to NewPoint as chief brand communicator and marketing-plan contributor.
Brant’s specialty is bringing an outside, investigative perspective that can feel alternately “rigorous” or “exasperating” depending on your point of view. Yet, he never fails to uncover a business’s unique selling proposition—one which can serve as a brand foundation for marketing that is compelling, creative and “sticky.”
Throughout his career, Brant’s applied his skill set to a broad range of business applications along the food supply-and-service chain. His services have provided vital clarity for all types of operations, from the more conventional food and food equipment manufacturers to the adjacent enterprises that partner with them, such as the Purdue University College of Agriculture.
Stephanie Bossung
Food industry marketing expertise—from retail to food-service and food-service equipment— is a natural outcome of having deep knowledge in every facet of a business’ operation. With 10 years in branding and business development, preceded by 15 years in mass media and promotions, Stephanie is an FMI Emerge mentor, holds an executive-level expertise in sales, marketing, media, and production management.
This exceptionally diverse skill set adds value for NewPoint clients by providing a full complement of perspectives on food-industry brand management endeavors.
Wired for a hawkish attention to detail while also maintaining a high-resolution view of the big picture, Stephanie is uniquely able to provide astute branding direction and simultaneously apply the business principles necessary to squeeze more bang out of every marketing buck.
Patrick Nycz
A member of the Forbes Agency Council and quoted in the New York Times, USA Today and Adweek, Patrick Nycz is the author of Moving Your Brand Up the Food Chain: Marketing Strategies to Grow Local and Regional Food Brands. He is an FMI Emerge mentor, an American Advertising Federation’s Silver Medal Award winner, and the Founding President of NewPoint Marketing, a full-service food industry marketing firm focused on food industry brands On a mission to grow.
Patrick’s vision for NewPoint emerged from his team’s success using this proven model for food industry clients and is fueled by NewPoint-funded food buyers and food manufacturers research around tracking consumer, industry, and ongoing food trends.
Kristy Blair
Since starting her 20-year career in commercial graphic design at one of the foremost catalog retailers in the world, Kristy’s visual branding skills have organically narrowed into the food-industry niche.
In that time, she’s directed graphic identities for snack food and restaurant startups, print materials for multiple agricultural seed companies, display graphics and merchandiser signage for major food-equipment manufacturers and everything in between.
Today, as one of the key brand architects for NewPoint clients, she continues to lead our visual research & development team, always working to find the innovative median between the best practices worth honoring and the accepted rules worth breaking.