Here at Anderson Partners Food Ingredient Marketing, we are constantly pouring through marketing research, studying food ingredient trends and gathering feedback from our clients. This knowledge is the basis behind the blog posts that we share on here. Today we are rounding up our top trends in food ingredient marketing communications. These resources are meant to help other food ingredient marketers as they develop their communications programs.
1. B2B Social Media
As more B2C food manufacturers adopt social media into a marketing channel for their products, it provides an opportunity for B2B food ingredient companies to engage with their target audience in new ways. In our three-part series on the social media effect on B2B marketing, we first explore the growth of B2B social media use in the food industry and how social media is influencing B2B food ingredient marketing. In part two of our series, we look at who is utilizing social media in the B2B food ingredient space and how they’re utilizing the various platforms. To wrap up the series we show you an integrated marketing model your company can use to launch and maintain a successful social media presence.
- B2B Social Media for Food Ingredients Part 1
- B2B Social Media for Food Ingredients Part 2
- B2B Social Media for Food Ingredients Part 3
2. Branding for Ingredient Products
Mark Hughes, president of Anderson Partners Food Ingredient Marketing, recently had an extended conversation with FoodNavigators’ Maggie Hennessy on the need for food ingredient suppliers and marketers to tell their brand stories as part of their marketing communications plans. They talked about how the best ingredient marketers create premium positions for their products that differentiate them from their competitors and create value perceptions that let them break through the clutter of other commodity ingredient products.
3. Telling the Food Science Story
The food industry has struggled recently with how to use established food-science knowledge to combat the opinion-based advocacy from media celebrities and food activists such as the Food Babe and Dr. Oz. To help food ingredient marketers deal with this issue, we launched a series of infographics comparing the actual food science to the media-driven opinions around food ingredients like Boneless Lean Beef, GMOs and Azodicarbonamide. Our series concludes with our top five communication tips to use when you have a strong and important food-science story to tell.
- Food Science vs Food Babe – Part 1
- Food Science vs Food Babe – Part 2
- Food Science vs Food Babe – Part 3
4. Using Best Practices
Our portfolio of best practice examples that have been pivotal in successful marketing programs.
- Best Practices for Food Ingredient Marketers
- Best Practice: Chiquita Fruit Solutions’ Branded Sample Packaging
- Best Practice: Bioenergy Ribose Landing Page Features Ingredient Applications
- Best Practice: Branded Sample Packaging from Land O’Lakes Ingredients
- Ardent Mills Mobile Innovation Center: Driving Grain Innovation to Customers
- Carmi Flavors Uses Channel-specific Email Marketing to Target Customers and Prospects
What top trends have you noticed in food ingredient marketing communications? Let us know in the comments below.