Three Ways Brands Can Build Credibility Among Consumers
In the age of distraction, how can food brands grab consumer attention with content that amounts to more than click-bait? True, quality content that serves both a real need and solves a real problem is how leading brands continuously stay top-of-mind for shoppers. In turn, they are rewarded with loyalty, which is oftentimes the scarcest of commodities today.
In the end, consumers are looking for products that deliver on their promises … for taste, for nutritional benefits, for philanthropic efforts, for values. Food brands can make an impact by building relationships with their shoppers that capitalize on trust. To do so, finding ways to bring the people behind the brand to the forefront is a necessity. Not only can they help in telling the brand’s story, but they can tell the brand’s story in a more personal, more relevant way.
There are three areas in which co-marketed efforts can help make a true connection with today’s shoppers:
1. Target consumers where they shop.
By partnering with like-minded brands in a co-marketed capacity, whether on social media or in-store, each brand has the unique opportunity to make a larger impact market-by-market and regionally.
Where there is a need to encourage sales, smart brand alliances can intrigue shoppers enough to get them off of their couches and into the grocery store … and back again once their pantry shelves need replenished. Brands that play in different spaces within the industry but share similar values or attributes are in a position to play off of one another, encouraging their already-loyal consumers to expand their culinary horizons.
A lack of trust between shoppers and brands has driven both parties to change the way they interact with each other – shoppers with increasing distrust and brands with a greater push for transparency. If the partnership is finely tuned, consumers can feel well understood – and well cared for by the brands that now share the responsibility of serving their food needs.
2. Target consumers via content-driven strategies.
Millennial consumers have grown up in an age where content (and exceptional content, at that) is the norm. Remembering your shoppers have a base standard for exceptional content can help keep your perspective aligned with theirs.
With insatiable appetites for content, brand partnerships can fill the gap where content might lag or conversation might tend to fall on deaf ears. Visually engaging photography (whether stunning or raw and real) and captivating copy that says something of value is more likely to capture their interest. As you navigate the co-marketing waters, consider the engaging content you can promote and use it to capitalize on messages that are most critical for both brands to share.
3. Enlist campaigns and experiential opportunities that break through the clutter.
Instinctively, food brand marketers strive to engage their shoppers where they’re at. At the point where a brand’s trajectory intersects with a consumer’s life, there is a prime opportunity to make a lasting impact.
According to research reported by Eventbrite, Millennials make up one-third of the U.S. population. This group, falling between the ages of 23-38, make up a huge percentage of event attendee bases. In fact, 75 percent of Millennials say they value experiences over things. Better yet, they are consistently putting their money where their mouths are. Nine out of ten Millennials have attended at least one live event within the past 12 months – significantly up from three years ago (82 percent).
For this reason, experiential opportunities at which brands can participate, join the energy of the event and spend meaningful time with their consumers are a prime strategy for those hoping to build a Love Brand.