Top 5 Food Trends Staying on Your Plate: #1 The Future of Food is Clear
We’ve sifted through dozens of surveys, questioned hundreds of food trends and read through what felt like thousands of hours of data to bring you a food-trends blog series worth drooling over. Whether you’re a specialty-foods marketer, an up-and-coming restaurateur or just a curious passerby – we’re sharing our secrets to the plates and palates of, drum roll please… the future.
Skip the food trends that are set to fizzle and dive deep into the five taste habits that chefs, researchers and consumers alike claim are here to stay:
The Future of Food is Clear
Transparency is key. Whatever the science may say, consumers seem to have made up their minds about GMO-labeling. As this ‘clean’ to ‘clear’ label movement hits the next level, we’ll continue to see higher demand for non-GMO foods on the shelves — a trend that Whole Foods is counting on. Shoppers are basing these new buying habits on a ‘less is more’ mentality — the closer food is sold to its natural state, the better. Even sugar is being nudged out as companies are under increasing pressure to lean towards natural replacements like stevia, coconut and – you guessed it: maple syrup. Kids menus are being thrown on the bandwagon too, a good call for a nation whose biggest health concern is obesity. The message here is clear: artificial ingredients are public enemy #1.
Millennials and boomers are reading package labels more than ever according to the Hartmond Group. The packaging connection has witnessed the biggest shift here. Big brands like Kashi are using ‘natural storytelling’ to re-define their packaging. “The visual identity system and packaging tell the story of the product’s quality, its origins and the dedicated people behind the Kashi brand.” Foodies have long been interested in the backstory behind the foods they choose, but recent technologies have made it more possible than ever to bring this kind of information to the everyday consumer. These ‘real’ stories go far beyond certification – they strive to create meaningful, honest connections and consumer loyalty in a time when buyers are drowning in commercialism.
Morally conscious food is also finding its way to the dinner table. Whether it be eating at a restaurant that serves sustainable seafood, buying grass-fed meat or creating an emotional link between buyer and grower. Part of which will be done through a transition to waste-based cooking. Did you know that 70 billion pounds of food is wasted each year? This trash-to-treasure methodology was impossible to ignore in 2015 and is only gaining traction… From the rise of the ugly fruits and vegetable to the ‘No Waste Kitchen‘ movement, “we are becoming more aware of the impact that food waste has on the environment and the consumer’s wallet.”
5 Steps to Maximize Holiday Marketing by Planning Now
Let’s face it – the heat of summer has officially dwindled down to a subtle glow. As we set our sights on the cozy warmth of fall, it’s time to think seriously about planning for your seasonal marketing campaigns. Here are 5 essential tips to ensure that you enjoy more holiday success and less stress in the months to come…
- Create a Consistent Visual Story. What will your customers and potential consumers be seeing when they click on your company’s site or browse your brand’s social posts? Creating a relevant graphic story across your online channels allows you to control what kind of message the public is seeing. Plan a consistent, holiday-themed visual strategy for your website, email outreach, social, and digital marketing.
- Connect to the Now. Establish a relationship between your business and what is going on in the real world. Try to keep your target audience in mind when you’re sharing something of value. Provide retailers with themed shelf talkers or store promotions, for example. Give the ‘people’ something they can use, or at least appreciate. By taking this initiative, you can rapidly increase your level of brand awareness (and potential sales).
- Plan your Holiday Promotions. What kinds of deals will you be offering your customers? What types of promotions do consumers like? According to a recent report from Bronto and Ipsos:
- 71% of consumers say percent-discount promotions make them want to buy, and 72% of retailers say they plan to use these types of promotions this holiday season.
- 52% of consumers say they like “buy one, get one free” promotions, but only 38% of retailers say plan to use them this holiday season.
- 54% of Millennial shoppers say flash sales are more likely to make them buy.
- Email isn’t dead. Just the opposite, it’s one of the most effective ways to increase sales during the holiday season. Remember, what’s the number one source that consumers trust most? That’s right, each other! Consider creating “sharing offers” for friends and family, it will up the likelihood subscribers spreading word of the good deal. Strategic and proactive moves like these can expand your network, making a potential connection to could-be consumers more viable.
- Say Thanks. It’s not ideal to sell, sell, sell all the time. Your customers want to see a little heart and emotion, especially during the holiday season. Create a short, creative and non-commercial video to tap into this human connection. Show off more of your brand’s personality or share gratitude for your loyal fan base. Tug at the heart strings a bit and your customers will be more likely to tug at their wallets…
Are you ready to get started planning a successful holiday marketing campaign? Let’s fan your flame – connect with us, today.
Seven Tips to Tradeshow Success at Summer Fancy Food and Natural Products Expo
Success at any tradeshow depends on your ability to think + plan big picture while not sweating the small stuff. Here are 7 important steps to follow once you’ve decided to attend a tradeshow.
1. Find the right show. Some tradeshows are great for generating sales and getting orders while others are best for creating brand awareness. If you belong to any trade associations, ask members what shows they have attended and liked. Nothing beats a first-hand account.
2. Define your goals. Your goal to attend a tradeshow should be specific and its benefit should be clear to you. By having a focused goal your actions become deliberate and their results, measurable. Meeting your goal, or not, provides you a baseline for deciding if you should attend that show again, try a different show, or rethink your goals.
3. Decide on your main message and how you will deliver it. There are many parallels between a tradeshow and retail environment. One key similarity is that you get three seconds to convince someone to stop and give you a look. You’ve (hopefully) determined the primary selling feature and benefit for your product. Now figure out how to communicate this message quickly and succinctly as a greeting. Rehearse your “hello” prior to the show. Delivery can make an impact.
A bright trade-show background design we crafted for Two Guys Vermont.
4. Design your booth. Teaming up with a knowledgeable professional to help design a compelling booth can be incredibly beneficial. Our process includes discussing the different types of trade show exhibits in order to help our clients pick fixtures and displays that match well with each brand and budget. There are so many options for your booth; the key is to maximize the effectiveness of the communication no matter what design or layout to choose.
5. Decide how your booth will be different. If you’ve ever attended a tradeshow, you know that most booths are identical. They have a banner, a product display, a logo and literature. Often, the displays are underwhelming. Good news is that you don’t need to spend more to stand out. Think about how your booth can stand out so that you can capture the attention of a prospective customer as they walk by.
The booth we created for Pura Botanica was unique, engaging and left a lasting impression on visitors.
6. Walk the floor. Walk the show floor to see how other booths are put together, chat with other vendors about their products, and pick up on product trends and scope out other booth locations.
7. Follow up! The Center for Exhibition Industry Research says that 80% of tradeshows leads gathered at shows are not followed up. Strike while memory of you is hottest and follow up quickly. Or, have someone who is not at the show follow-up on your behalf. Do you have downtime at the airport on your way home? Connect with some of your show contacts through LinkedIn while waiting for your flight.
Do you feel prepared to plan your next tradeshow experience? We’re ready to help. Contact us today and let’s get started.
Website Redesign for Vermont Winery Boyden Valley
Over the last few months, the Skillet team has been diligently designing and developing the new Boyden Valley Winery website. This project brought us to their beautiful and historical winery in Cambridge, Vermont – where we admired views of the countryside, sampled fine wines and ciders, tried maple liquor coffee for the first time (approved) and collaborated with the BVW on this exciting next step in digital.
Through the update of their website, Boyden Valley Winery wanted to communicate the history, wine-making process, and dedication to creating a one-of-a kind blend that makes their products so unique. In addition, we wanted to showcase the other family businesses under the Boyden name: Boyden Beef, Boyden Maple Syrup, and the Boyden Wedding Barn. This updated website wasn’t only going to paint a more beautiful and accurate picture of who they are, but it would provide improved functionality, accessibility and user friendliness. The new site also has an upgraded e-commerce functionality so that customers can easily purchase their favorite wines or spirits with the click of a button.
To create this classic, yet modern look; our design team decided on a rich color palette of burgundy, cream and black while cean lines, timeless typefaces and beautiful imagery round out the design. These tones tie back directly to taste, strength and the colors of their products. In an effort to incorporate as much imagery as possible, we were able to focus on highlighting the unique aesthetic of their historic winery. A new video on the homepage also creates the feeling of a traditional, family friendly establishment that not only welcomes visitors but celebrates them like old friends.
Learning more about the wine-making process, the history of the Boyden family in Vermont and seeing the dedication they’ve kept in sustaining old-world techniques in Vermont were perks to working on this project. Although, seeing the BVW brand and website come to life, after so much hard work and creative energy, was the best toast we could ask for… Cheers!
How to Host Successful Social Media Campaigns: Give Them Something to Talk About
A successful social media campaign should be well timed and relevant to your audience. To strike this winning combination and to increase the chances of hitting it out of the park, a few preliminary steps must be in place.
Know your target market. Once you understand your target market, you’ll know where and how to find them. A good question to ask: Where does your target market engage most often in social media? With over one billion users, Facebook is a good place to start your search. Explore Twitter, Pinterest, Instagram, and Vine. To ensure that you are creating a social media campaign in the right channels, it is important to figure out where your audience spends their time.
Develop a listening strategy. How can you determine what will resonate with your audience if you aren’t listening to what they’re saying in social media? You need to tune-in to your customers, your competition and to relevant industry experts in order to keep any strategy timely and to find the right opportunities to engage your audience.
Develop content that moves people. Skillet recently developed a social media campaign for Bob-White Systems’ new DIY cheesemaking kits which included custom social media graphics and a cheese challenge. Bob-White’s Facebook and Pinterest followers were encouraged to choose their favorite cheese – chèvre, mozzarella or ricotta – and place a corresponding cheese “flag” on their own cheese-centric pinboards. The goal of the contest was to encourage users to get the most Likes and pins for their favorite cheese. The creator of the winning pinboard received a free cheese kit.
This campaign worked for several reasons: It tapped into the DIY craze and the growing local food movement. It also allowed Bob-White Systems to expand its reach beyond small dairy farmers to foodies who enjoy creating artisan food products at home. The winner of the contest was a new customer for Bob-White Systems who is now an avid fan and active social media partner.
Keep the conversation going. Ideally, your social media strategy shouldn’t be limited to a series of campaigns. Make a commitment to continue the conversation online by engaging with your audience after a campaign is over.
Here’s a great example of an organization that successfully identified and engaged its audience. When the Four Seasons Resort in Jackson Hole launched its new gastropub, the Handle Bar, their creative team developed the Stealth Stache contest that encouraged fans and followers to submit photos of their unique facial hair. The campaign included custom social media graphics, a registered hashtag and user-generated content. The campaign garnered thousands of impressions, created buzz with local media and earned industry accolades including “Best Facebook Promotion by a Property” from Hotels Magazine.
Through a well thought out social media campaign, the Handle Bar got people excited and engaged by drawing on its audience’s personal interests. The hotel identified its target market and took the time to understand them. As it turns out, crafts beers and high-end bar food pair quite well with well-groomed facial hair. Plus, it doesn’t hurt that mustaches are making a bit of a come-back. (Don’t believe us, check out: www.StachePag.com).