Food For Thought - RMD Blog

Cut Through The Clutter And Attract Your Tribe

Cut Through The Clutter And Attract Your Tribe

RMD_Social_Strategy  The food industry is a competitive one, with restaurants dawning trendy personas, while food brands are introducing new must-have products that entice consumers to buy as soon as they hit the selves.

For marketers, this means battling a crowded field where the average restaurant guest or food consumer no longer respond to overt messages to “buy now!”   Read the rest of this compelling Entrepreneurial Chef magazine article written by our very own Managing Partner of Strategy, Sue Reninger.

We Took AIM And Score With Three Wins

We Took AIM And Score With Three Wins

We are proud to have been recognized with three awards from the American Marketing Association’s annual AIM Awards, including Platinum PR Publishing Division for Graeter’s National Ice Cream Month, Gold PR Publishing Division for Graeter’s National Ice Cream Month and Gold Marketing Campaign for Southern Recipe’s Truck Driver Appreciation Week. These awards speak to RMD’s imaginative and innovative use of media, social media and online influencers to create successful and influential campaigns through both Graeter’s and Southern Recipe.

The AIM Awards recognize leaders and innovators in marketing, communications, graphic design, public relations and advertising throughout Columbus, Ohio. AMA, which judges and selects the AIM Awards Winners, is comprised of practitioners and academics, who share an interest in networking, learning and serving the community. The awards symbolize excellence in clear, concise communications, and AIM recipients represent marketing professionals, companies, nonprofit associations and institutions local to Columbus.       RMD/Southern Recipe AIM winner

“We were honored to have been recognized for the strategic work we did with the Graeter’s Ice Cream Month and Truck Driver Appreciation Week campaigns,” shares Sue Reninger, Managing Partner, Client Brand Strategist at RMD Advertising. “We love the AMA’s because we are so proud to be amongst marketers statewide and nationally who work to help their brands grow. For us, it is all about helping our clients reach a new level of distinction, growth and success.   RMD_Graeter's_AIM_Awards

Amidst hundreds of submissions, RMD’s entries for Southern Recipe’s annual Truck Driver Appreciation Week and Graeter’s Ice Cream Month campaigns were distinguished as leaders in their respective categories. Graeter’s Ice Cream Month campaign focused on utilizing National Ice Cream Month to generate sales and brand awareness through media, contests, giveaways, social media and online influencers. Meanwhile, Southern Recipe’s Truck Driver Appreciation Week campaign partnered with the St. Christopher Truckers Development and Relief Fund to spread awareness of health problems truckers face and raise money for the charity through the use of a social media photo contest.

How To Stop Thinking Just Anyone Can Represent Your Business in Social Media

How To Stop Thinking Just Anyone Can Represent Your Business in Social Media

SEO OptimizationThe food industry is crowded with brand after brand just trying to make it to the shopping cart of the consumer. What makes a food brand special? What makes you indispensable in the consumer’s mind and heart? An agency that specializes in the food industry has access to knowledge that can propel you forward, putting you in the hands of the perfect consumer for strength and sustainability.

For each brand, their purpose is different. It’s time for you to evaluate (or re-evaluate) yours … and identify the most strategic avenue by which to share it.

The list of impactful social media platforms goes on and on. While a good product is a key to success if consumers don’t know about it, how well can it perform? In the meanwhile, the world is seemingly in tune with the latest social trends. In order to maximize your momentum in this space, there’s something deeper brands should responsibly consider.

The question is, why should you employ the services of an agency to manage your social media instead of that eager new intern or a family member who can’t wait to get their hands on your social accounts?

Instead, consider these four big reasons to rely on an agency to help share your brand’s story and, just as importantly, your purpose:

1. Talking to the consumer and managing crisis.

A series of high-profile food crisis has caused a growing awareness of particularly stubborn pathogens amongst all consumer groups. Both food manufacturing teams and their marketing counterparts have been charged with the daunting task of exemplifying excellence in food safety by incorporating industry best practices, particularly by bolstering their crisis management plans … this is especially necessary in a space as transparent as the social space.

 By fine-tuning a food crisis strategy, your brand can ensure it continues to serve the organization well and protects its public profile while helping to instill trust between the brand and its consumers. Partnering with an agency with a deep knowledge of the industry and a solid track record in times of crisis is an exemplary way to prepare your brand for the unforeseen. In a volatile industry, such as the food industry, your agency partner should realize that food can either nourish us or serve as a toxin. Their work should prepare your brand and protect it accordingly.

2. Strong SEO means big power for your brand.

 Powerful SEO is a must-have today and it can be integrated into your marketing mix seamlessly with the help of an agency. For maximum effectiveness and brand power, your agency partner should be able to incorporate a smart SEO strategy into your day-to-day efforts across social media. One brand, one topic, one voice every day. This is the fastest way to become (and stay) a Love Brand.

3. Posting in your voice, as a friend to the consumer.

As consumers peruse the social space, they’re actively reading messages and posts from their friends. It’s critical that your agency brings them friendly messaging that’s in line with what they’re already expecting to see on that platform, while broadening the conversation to accommodate a variety of subjects that relate to your brand.

Recent research demonstrates that 79 percent of Millennials and 84 percent of other generations prefer brands to let their personalities shine on Facebook, while 51 percent of Millennials and 35 percent of other generations like it on Twitter. Your fans want your brand to tell stories they can relate to, share recipes they can identify with or post articles that highlight how you can add value to their lives. It’s simple, it’s subtle and it’s friendly.

4. Posting on a regular schedule, without being predictable.

Strategically diverse – conversational yet intentional. There’s strategic thought that goes into each post, and the content calendar your agency creates for you is a tool not likely to be found in the hands of a social media team that’s not simultaneously armed with a marketing mindset.

Simple but effective tools built monthly for your company’s unique needs. Important holidays, food celebrations, retailer awareness and more are crafted to be talked about in each month, using a pattern that keeps the message fresh and the user engaged.

It’s easy to have that son or daughter, that cousin, that guy in billings who has an Instagram account, take care of your social media needs. It seems smart and affordable. But when you consider that social media is an advantage medium and your direct connection from your brand to your consumer, you realize your product may be the most important key to your business.

The advantage of daily communication with your consumer is a very close second … and that shouldn’t be in the hands of a single person who has an idea of what they’re doing, or just having fun learning. That should be entrusted to a team of individuals that want the same thing you do: success.

See how we can help you and your brand find just that right here.

Two RMD Social Media Clients Shine In National Spotlight

Two RMD Social Media Clients Shine In National Spotlight

Well, color us proud … thank you, Social Media Today for selecting not one but two of our client social media campaigns to spotlight in your article, 37 Inspiring Ideas to Rock Your Facebook Contest.”  We kinda think you rock, too!  To learn more about our social media efforts for Southern Recipe Pork Rinds and Keystone Meats, give us a call … or read on to see all the excitement.Southern Recipe

Keystone Meats

Snapchat … Today’s Answer to Millennials and Gen Z?

Snapchat … Today’s Answer to Millennials and Gen Z?

Is Snapchat the newest, latest and greatest for food brand marketing?  While RMD continues to keep a close eye on this platform for challenger brands, much skepticism abounds …

Recently, Snapchat proudly touted the fact that you can search over one million unique Stories on Snapchat! In addition to their professionally curated Stories, you can watch a local basketball game, check out the scene at your favorite bar, view your favorite Fashion Week shows, get inspired by a faraway place, or simply tap through a Story full of puppies — there’s a Story for everything!

Your Digital Advertising May Fail Without This

Your Digital Advertising May Fail Without This

How can using creative, strategic thought help your social advertising plan soar?

RMD-DigitalAdvertising

The food industry is a competitive one, with food brands dawning trendy personas and introducing new must-have products that entice consumers to buy as soon as they hit the shelves. For marketers, this means battling a crowded field where the average consumer no longer responds to overt messages to “buy now!” A strategic social advertising plan must be in place to cut through the clutter.

As TV ad spending dwindles, digital advertising continues to boom. In today’s digital age, digital tactics can grab consumers’ attention and influence purchasing decisions. That being said, digital advertising has become more important than ever, as well as the way in which companies take advantage of it.

Follow a few of these do’s and don’ts of digital marketing to boost your sales in a volatile food industry.

Do use custom-made links. When hosting a campaign, create a custom link. This is an uber effective way to track it on your website or a third-party website. Clicks to your custom link will be seen as activity on a prospect’s profile, and the more information you have on a prospect, the more tailored and meaningful your conversations can be. This allows you to be a marketer rather than a technician. Use the data that your custom links provide to optimize your message and distribution so that you reach the consumer best suited to your brand.

Don’t speak at your consumer. Speak to your consumer. Develop a meaningful conversation and seize the attention of new leads with storytelling. To portray your product or service as a must-have, your targeted consumer needs to know that their values align with your brand’s values and that you will be solving a point of pain for them. Start a conversation!

Do track your progress throughout your digital campaigns. When you benchmark your social and web statistics at the beginning of any campaign you might be hosting, remember to check back in frequently. This will allow you to evaluate your success as well as identify areas where you can be more successful. Track and measure daily, even hourly. With programmatic advertising technology, this is now more feasible than ever.

Consider shifting your strategy if you feel there are parts of your campaign that need to be strengthened, whether through a reallocation of your funds or through more specific targeting of your audience. It is crucial to understand your audience, including your brand’s buyer persona, how frequently they are online and which social platforms they prefer to use.

Standout digital begins with a standout agency. Are you armed with the best of the best? Check out our team.

Jacob, a Digital Art Director at RMD, helps to make sure the creative power behind the work we do for each of our clients packs a powerful punch. From coding websites to developing shareable artwork for social media and beyond, he’s a pro that’s inspired by the food industry everyday.

Secrets to Boosting Your Challenger Food Brand Image on Pinterest

Secrets to Boosting Your Challenger Food Brand Image on Pinterest

While small business are, well, small, they are mighty. They can pack powerful punches behind each media hit or social media post. By leveraging a smart and targeted brand strategy that tells your challenger food brand’s story, you can make yourself heard in the ever-crowded food industry.

RMD-Pinterest

Challenger brands need to squeeze every ounce of value out of their social platforms in particular. One platform that has continued to evolve and support brands in a meaningful ways is Pinterest.

Why take advantage of ad-targeting?
In using Pinterest’s updated ad-targeting options, small business owners can better speak to consumers that are most interested in their brands, product or service. Similar to the tools Facebook enlists, brands can now target fans and followers from other social media platforms that overlap their community on Pinterest. Allowing brands to do so puts more power behind each pin.

How to make the most of ad-targeting.
To take advantage of all of the benefits Pinterest has to offer, it is imperative that challenger food brands first understand their consumers. Used largely by millennial moms, Pinterest caters to women between the ages of 15 and 29, 59 percent of which click on pins that lead to educational blog posts and articles. The average pinner is least likely to click on a pin that leads to a brand’s website, which makes Pinterest the optimum social platform to showcase a small business’ expertise in content marketing and use the power of SEO.

How often should challenger food brands post on Pinterest?
How frequently a brand posts on Pinterest should be determined by how engaged its audience is. Posting too often may overwhelm them, while not posting enough may cause them to forget the brand altogether.

Using trial and error, it is important to gauge audience reaction before either increasing or decreasing post frequency. While top brands have noticed their engagement peaks after posting five posts per day, small business owners should consider creating a posting schedule that details just what type of content they’ll post to better keep track of what worked and what didn’t. The first sign that you may want to alter your posting schedule is a drop in audience engagement and/or a loss of followers. In general, the more frequently you post, the more likely it is that your target audience will see your content.

Need to take a step back? Learn how to launch a successful Pinterest in four steps.

Donnelly is a millennial and a food writer based in Columbus, Ohio.  She started writing from a very young age, and her writing skills are a reflection of her passion for food, baking and the creative arts, overall.  She moved to the agency world after a stint as a ballerina.  On her journey, she learned a range of skills, including creative writing, the art of influence in advertising and PR, and how food helps people of differing backgrounds connect on an emotional level.

5 Steps Every Food Brand Should Consider Before Launching A Pinterest Account

5 Steps Every Food Brand Should Consider Before Launching A Pinterest Account

Challenger food brands have the ability to speak directly to their consumers with smart, targeted marketing that ultimately sets them apart from competitors. Their teams, oftentimes smaller and more nimble, are packed with passionate marketers that have the brand’s continuous growth in mind.

RMD-ChallengerFoodBRands

For brands that are interested in marketing on Pinterest, their vivacity becomes quite the advantage. So, don’t wait to explore your big ideas and innovations within this social channel!

To jumpstart a successful Pinterest account, challenger food brands should consider five simple steps:

1. Remain brand-centric. From the name of your Pinterest page to the description of each pin, pinners should be able to recognize your images even if they’re not branded. Create and organize your boards based on content that will add value for your audience. For restaurant owners, this may mean creating a board called “How To Host a Restaurant-Style Brunch”.

2. Create a guest pinner board. Allowing your followers to be involved in your boards is a great way for food brands to maximize their relationships with potential and current consumers. Doing so increases your user engagement, makes your followers feel more personally invested in your brand and gives you automatic feedback and insight into the interests and opinions of your audience.

3. Highlight promotions with engaging graphics. Smart-looking graphic coupons are a powerful way to boost their circulation and develop your growing food brand.

4. Consider the fact that custom content typically performs better than digitally created images. Pinterest caters to such organic content, which will shed a brighter light on your brand.

5. Make SEO work for you. Ensure every aspect of your Pinterest account is attracting new consumers, as well as entertaining your current ones. Be sure to include the keywords your brand owns in everything from the title of your boards to their subtitles and the descriptions of your pins.

Once your company dives into the wonderful, consumer-driven platform we call Pinterest, learn how to squeeze every ounce of value out of your social platforms and take the leap to Pinterest ad-targeting!

Donnelly is a millennial and a food writer based in Columbus, Ohio.  She started writing from a very young age, and her writing skills are a reflection of her passion for food, baking and the creative arts, overall.  She moved to the agency world after a stint as a ballerina.  On her journey, she learned a range of skills, including creative writing, the art of influence in advertising and PR, and how food helps people of differing backgrounds connect on an emotional level.

Cooking up food success

Cooking up food success

We love food at RMD … and we REALLY love creative deviled eggs and Bloody Mary’s! Pick up a couple of egg tips and try a new recipe or two as one of our clients, Slawsa, uses both with this super innovative condiment. Delicious!

RMD Advertising Slawsa Deviled Eggs And Bloody Marys

A little bit of bourbon and some of the best tasting ice cream around … it’s gotta be Graeter’s

A little bit of bourbon and some of the best tasting ice cream around … it’s gotta be Graeter’s

Nothing goes better than good ol’ Kentucky bourbon as you watch the Kentucky Derby. Well, to that we say, you haven’t tried Graeter’s Bourbon Pecan Chocolate Chip Ice Cream.  

We had a last minute public relations opportunity to get on air to talk horses, bourbon and ice cream for our client Graeter’s Ice Cream. Team member Alexandra did a fantastic job representing the smart RMD brand while helping out one of our clients.  

Although Alexandra made authentic Mint Juleps for the Fox TV co-hosts, she swears no alcohol touched her lips before the segment … after is another story. Enjoy!

« Older Entries
close

Before you go ...

Did you see one of our latest posts? Read it and pass it on.

See some of our latest client success here too.

Food Holidays ... it’s the American Way

Get social with us!

RMD Advertising on Facebook RMD Advertising on Twitter RMD Advertising on YouTube RMD Advertising on Pinterest RMD Advertising on Google Plus RMD Advertising on LinkedIn RMD Advertising on Instagram RMD Advertising on Tumblr