Understanding the Consumer Journey

Marketing successfully on-line means overcoming a consumer’s inherent distrust.  Transparency is key when creating a brand marketing strategy. Be clear on your target customer’s needs, their standard of living, their demographics, their attitudes and their mindset.

There are five key stages in the consumer decision-making process. Decide which stage/s to focus on and how to gain your audience’s trust and interest.  Market penetration is measured by sales results, visits to company websites, Facebook and Twitter feedback and UTube comments. By moving from push to pull mode you can tackle opportunities in a consumer-oriented way. It is important to recognize that consumers will move forward and backward as they make their buying decision.

Step 1: Open to Possibilities

At this stage, the consumer is looking ahead at what brand features are attractive.  Advertising should start with teasers that peek interest and hint at product attributes.  The consumer may make a decision to change their preference based on the quality and strength of your ad.  Glimpses work...just look at the current Greek yogurt fad. The global launch of numerous Canadian ice wines, the I-phone 5 and I-Pad 4 and recent Blackberry 10 ads are further examples of consumer enthusiasm generated through teasers.  Consumers should be eager to get their hands on the latest food, beverage or gadget!

Step 2: Decision to Change

Consumers often require a compelling argument or event to convince them to try something new.  They can be encouraged through positive internal feelings that reaffirm their decision to change. Advertising must be designed to appeal to consumers on an emotional level.

Step 3: Evaluation

Here the consumer collects relevant background details, specifications, performance, brand features, prices and consumer reviews.  The consumer compares this information to what the competition is offering.  Your product must be unique or cost less if it is going to sway the consumer to your brand.  There has to be a compelling reason to buy.

Step 4: Shopping

Now that the consumer has comparison-shopped and made a buying decision, they close with a purchase.  The buying process must be a pleasant experience. It should also be easy to execute, gratifying and reinforce the final outcome.

Your advertisements must focus on the “great experience and rewards” of doing business with your company and/or the benefits of your brand.

Step 5: Validation

This step is frequently overlooked and is often the weakest link in the consumer journey. Marketers need to improve the quality of their ads if they wish to acknowledge and validate the consumer for making their purchasing decision. How will you know if your customer feels validated? One way is to examine the “likes” on Facebook to monitor the buying experience and gage your advertising results.

It is important to proceed with cautious optimism when building a digital marketing campaign.  Test and measure your ideas before launching them. Gather data through test marketing and focus groups.  

Connecting with your target audience on a physical, emotional and intellectual level will set you up for success. 

China Trade Mission 2013 from Canada

Canadian Dairy Manufacturing Inc. signs new China sales contracts worth $680 Million CDN

 

The China Trade Mission 2013 objectives of securing new business for Canadian companies located in Ontario proved to be extraordinary for Canadian Dairy Manufacturing Inc. (CDM).   CDM is constructing a $62 Million new state-of-the-art baby infant formula plant in Scarborough that will employ 350 new jobs with an anticipated $500 Million CDN in annual sales.  Plant commissioning is planned for the fourth quarter of this year and securing sales is a top priority.

This mission provided numerous benefits for Canadian Dairy Manufacturing Inc. and Ontario:

1.           CDM signed $680 Million CAD for sales over the next 5 years  covering 7 provinces in China

2.           CDM met with numerous China-based distributers during meetings in Shanghai,           Nanjing and  Chengdu who cover retailers and hospitals in the other provinces in China - giving CDM a "national" coverage. 

3.           Increase Canadian dairy exports from $227.2 to $810 Million, a $200 million dairy trade               surplus

4.           Turn Ontario’s Agri-food $382.26 deficit with Asia to a $200 million surplus

5.           Increase Dairy profits by $31 Million

6.           An annual economic benefit in Ontario of $334 Million

FDA is now focused on preventive versus reative measures for Food Safety

FDA proposes new food safety standards for foodborne illness prevention and produce safety

The U.S. Food and Drug Administration just proposed two new food safety rules that will help prevent foodborne illness. The proposed rules implement the landmark, bipartisan FDA Food Safety Modernization Act (FSMA) and are available for public comment for the next 120 days. The FDA encourages Americans to review and comment on these important proposed rules.

The proposed rules build on significant strides made during the Obama Administration, including the first egg safety rule protecting consumers from Salmonella and stepped up testing for E. coli in beef as well as existing voluntary industry guidelines for food safety, which many producers, growers and others currently follow.

 

The rules follow extensive outreach by the FDA to the produce industry, the consumer community, other government agencies and the international community. Since January 2011, FDA staff have toured farms and facilities nationwide and participated in hundreds of meetings and presentations with global regulatory partners, industry stakeholders, consumer groups, farmers, state and local officials, and the research community.

“The FDA Food Safety Modernization Act is a common sense law that shifts the food safety focus from reactive to preventive,” said Health and Human Services Secretary Kathleen Sebelius. “With the support of industry, consumer groups, and the bipartisan leadership in Congress, we are establishing a science-based, flexible system to better prevent foodborne illness and protect American families.”

Top 10 US Food Trends for 2013

SRG's 2013 Top Ten Food Trends were compiled with the expertise of SRG's culinary council – a team of more than 100 famous chefs, restaurateurs, and foodies – and feature examples of cutting-edge restaurants and brands leading the way for each trend.  With health and global realities top-of-mind concerns for consumers, look for these food trends to go big next year as they move from cutting-edge to mainstream:

1    Sour gets its day: Fermented cherry juice and sour beer? In 2013, yes, as food palates move beyond sweet, salty and fatty to tart, acidic, and bitter.
2.      Chefs watch your weight: Chefs are changing their habits and exchanging their butter and bacon for broth and beets. The result, better-for-you food that actually tastes good.
3.      Asian infiltrates American comfort food: The spicy and fresh flavors of Thailand, Vietnam, and Korea will give consumers a new take on comfort food.

4.      Veggies Take Over the Plate: No longer prepared as just a side or salad, vegetables will get their chance to star as the main dish.
5.      Kids' menus grow up: Mac and Cheese and chicken nuggets take a backseat to kid-friendly versions of adult dining options.
6.      American Artisans save you a trip to Europe: With the emergence of local artisans budding in cities across America, why fly to Paris when you can go to Philly? Foodies can think globally, but travel locally.
7.      Small plates for me only: Small plates for sharing will be replaced with smaller, singular servings of meat, veggies, or starches – for a truly customized dining experience.
8.      Savory Fruit: Look for fruit used with savory flavors, incorporated as a touch in appetizers, soups, and meat dishes.
9.      No diner left behind: From gluten-free to vegan, more and more restaurants will offer all-inclusive menus and services to accommodate all eaters.
10. Popcorn is THE snack of 2013: Sweet or savory, the all-time favorite (and healthy) snack will pop up everywhere - in ice cream, as croutons.

Glanbia to rebuild flax plant in South Dakota

Glanbia Nutritionals Ingredients Technologies (GNIT), a Wisconsin-based U.S. wing of Irish food processing firm Glanbia, announced last Tuesday it will build a new 40,000-square foot cereal ingredient processing plant at Sioux Falls, S.D., for startup in July 2013. The South Dakota facility is meant to replace the Glanbia Nutritionals plant at Angusville, Man., about 120 km southeast of Yorkton, Sask.

The Angusville plant was destroyed in mid-March by fire, which the provincial fire commissioner's office ruled accidental, saying it appeared to be caused by flax meal overheating in a pasteurizing unit. Damages were estimated at over $7 million.

"After years in Angusville, this was a very difficult decision, given our longstanding relationship with the community," GNIT CEO Jerry O'Dea said in a release. "We spoke to our employees (last Tuesday) and will look to retain as many as we can through an offer of relocation to Sioux Falls."  Severances will be offered to those staff unable to relocate, he said.

Glanbia had considered "all options" including rebuilding in Manitoba, O'Dea said, but found the Sioux Falls option to be "the best decision for our customers, suppliers and company."  O'Dea was cited in an Associated Press report last week as saying Sioux Falls was picked for its proximity to flax-growing regions, its transportation infrastructure, its "convenience and support from state and local leaders."

The new plant is expected to produce whole and milled flaxseed ingredients as well as "other seed and grain products" for the food, beverage, supplement and animal nutrition sectors, GNIT said.
To that end, GNIT said it "will continue to source flaxseed from Saskatchewan, Manitoba and northern U.S. states as before."

Glanbia has expanded its offerings of flax-based ingredients for the food, beverage and supplement markets, touting its antioxidant properties, its high levels of ALA-Omega 3 and its protein and fibre content.

Canada Adopts New Federal Food Safety Law

Prime Minister Stephen Harper’s government has won the unanimous consent of the House of Commons for Canada’s new federal food safety law. With its earlier passage by the Senate, that means the Safe Food for Canadians Act, Bill S-11, now becomes law with the routine “Royal Assent.”

                                                                         
Unanimous votes among the 308 Members of Parliament (MPs) in Commons are not seen often in Ottawa and Canada’s multiple parties rarely agree on anything but the crisis at the XL Foods plant in Brooks, Alberta helped bring unity for the food safety law sought by the Prime Minister’s government.

According to the Canadian Food Inspection Agency (CFIA), the new federal law:

• makes food as safe as possible for Canadian families;
• protects consumers by targeting unsafe practices;
• implements tougher penalties for activities that put health and safety at risk;
• provides better control over imports;
• institutes a more consistent inspection regime across all food commodities; and strengthens food traceability.

Additionally, CFIA outlined the improved food safety oversight, better legislative authority, and improved access to international markets as advantages of the new law. Specifically the agency said the new law promises:

1. Improved food safety oversight to better protect consumers/New prohibitions against food commodity tampering, deceptive practices and hoaxes
2. Streamlined and strengthened legislative authorities/Modernization and simplification of existing food safety legislation
3. Enhanced international market opportunities for Canadian industry

Crowd sourcing exemplifies social media at its best:

Social media is a valuable tool to solicit and engage potential customers - let them create and pick the next Big Thing. Think of crowd sourcing as an online tool or think tank of ideas followed by a social media vote for the best idea.  Rewarding the winner can really drive success.

Examples are endless: Samuel Adams asked their consumers to create a new crowd sourced beer. Arizona Iced Tea is asking consumers to create its next flavor.

 

 

 

Outside of the US, McDonald's has crowd sourced burger recipes and Lay's create-a-chip contests produced Caesar Salad flavored chips is Australia, Shrimp chips in Egypt Sausage-flavored chips in Poland.

Lay's is now launching a $1 Million winner campaign through it's "Do us a Flavor" Facebook vote.  Facebook is changing its rules with the familiar "Like" button being replaced with an "I'd Eat That" button. Lay's will select three finalists - all of which will be developed into flavors and sold in early 2013. Then a final Facebook vote will decide on a winner.

Food for thought: What a tremendous way to create a buz with a head-to-head flavor showdown.  Try it!