There has been a definite decision by most consumers to ignore the vast majority of advertising that comes into their homes. This has hit especially hard in the food and beverage industry. With new companies popping up every business cycle, both established companies and up-and-coming businesses with good products sometimes get lost in all of the noise. Below are just a few of the promotional methods that still work for the food and beverage industry.
First, you must attach your product to something larger than itself. A face sells. There is a reason that this short phrase has lasted for as long as advertising – it is true. Many commercials that are successful for companies today will attach their products to a celebrity. Instead of simply eating a product, you give the impression that this food or beverage will somehow increase the popularity of the user. This must be done in a subtle way including humor in order not to seem overbearing.
Second, sell the sizzle, not the steak. For instance: If you are looking to create and market a product that is aimed at the health community, it is much better to talk about the results of using the product rather than the weeks of work that it will take to achieve those results. The ability to focus on the most positive aspects of a product is essential to sell that product. It also shortens the marketing pitch to a link that the average person can handle. Again, humor is essential for helping to lower the defenses of the consumer who is trying to keep out as much advertising as possible.
Third, you must attach your product into the wider fabric of the culture that you are marketing to. In order for people to accept your product most readily, they should feel as though they made the decision instead of having it forced upon them by advertising. This is done by creating the impression that a product is a natural choice based upon a certain lifestyle or in a certain environment.
In order to accomplish the above three goals, an excellent public relations campaign must be in place. Public relations is slightly different from marketing in that it attempts to create impressions and conversions for product without directly advertising what may be the true advantages of that product. As such, proper public relations is not necessarily selling a product – it is creating the environment in which a product is most readily consumed as well as personal goodwill for that product.
Of course the buzz on a product must increase in order for sales to increase. How much easier is this to do if your beverage or food product is sold in a highly reputable or popular restaurant? This is the kind of thing that only public relations can accomplish – it is built on personal relationships with the people who can take your brand forward in the eyes of the public without directly advertising to them. A good public relations company will be able to help you form these relationships based on the features of your product.
Getting your product placed in the right areas and used by the right people will certainly increase the buzz on the product; however, good public relations does not stop here. In order for sales to increase, this presence must be constant in the eyes of the general public. Your public relations company will be able to place your brand alongside others in the background, ensuring its visibility without having to directly advertise it. You need the company that will have the famous actor drinking your product in a movie casually rather than a salesman going door to door selling it.