5 Market expansion strategies (+examples)
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Read More »Awesome example of food marketing done well (+checklist)
Food marketing is an incredibly important part of the formula for companies to promote products and services, and thereby gain and keep customers.
But what is an example of food marketing?
Today, we have a great example for you. That’s because this article walks through the steps of food marketing by focusing on a well known example of a food marketing campaign done very well.
What is an example of food marketing?
An example of food marketing would be the “Got Milk?” campaign, which was started by the California Milk Processor Board in 1993. The campaign was created to educate and boost milk sales in the state of California. The campaign was successful, becoming a household phrase and one of the most-remembered advertising campaigns of all time.
As we get into the details of this successful food marketing campaign, here are seven very important articles that you will find very helpful as you begin your food marketing journey:
Ok, lets get started.
Example of food marketing done well: Got Milk?
Food marketing is the process of creating, communicating and delivering value to customers, clients, partners and society at large.
It is an essential part of the overall marketing strategy for any food business, and it involves a range of activities such as advertising, promotions, public relations, packaging, product placement, and other activities.
A great example of food marketing would be the “Got Milk?” campaign, which was started by the California Milk Processor Board in 1993.
The campaign was created to raise awareness of the importance of milk consumption and to boost milk sales in the state of California.
The campaign was extremely successful, becoming a household phrase and one of the most-remembered advertising campaigns of all time.
The campaign used a variety of marketing techniques to reach its target audience.
It used a true omni-channel strategy consisting of traditional media such as:
- television,
- radio, and
- print ads, as well as
- digital and social media.
It also included:
- a variety of promotional events, such as
- celebrity endorsements,
- product sampling,
- and giveaways.
The campaign was also supported by a website, which provided information on milk nutrition and recipes.
So you can build your own food marketing strategy, here are the steps taken for the Got Milk food marketing campaign:
1. Develop a strong concept -- call it your “Big Idea”
The "Got Milk" campaign used the phrase "Got Milk?" to convey the idea of the importance of drinking milk and its role in a balanced diet.
2. Create a memorable slogan:
By using the short and catchy phrase "Got Milk?" the campaign was able to create a memorable slogan that was easily recognizable and memorable.
3. Use famous celebrities or your “influencers”:
By utilizing celebrities such as athletes, actors, and other famous personalities, the campaign was able to reach a wider audience and create further brand recognition.
4. Incorporate humor (as a way to gain attention):
By adding humorous elements to the advertising, the campaign was able to create an entertaining and engaging experience for viewers.
5. Utilize multiple channels (a.k.a. omni-channel):
The campaign was highly successful due to the use of multiple channels such as television, radio, print ads, billboards, and digital media.
6. Leverage social media:
The campaign was also able to reach a wider audience by leveraging social media platforms such as Facebook, Twitter, and Instagram.
Let’s now put this into an actionable 10-step checklist form for you, to model what they did:
1. Developed a memorable tagline: "Got Milk?".
2. Utilized a variety of marketing mediums, such as television, radio, print and online advertising.
3. Created an iconic milk mustache campaign that featured celebrities, athletes, and everyday people.
4. Developed a website with games, recipes and other milk-related content.
5. Developed partnerships with organizations that shared milk’s message of health and wellness.
6. Hosted events around the country to promote the campaign.
7. Developed targeted promotions that encouraged people to switch from other dairy products to milk.
8. Leveraged social media to reach younger audiences.
9. Conducted market research to better understand consumer needs and behaviors.
10. Utilized word-of-mouth marketing to spread the message of the campaign.
The “Got Milk?” campaign was highly successful due to its creative approach, clear message, and use of multiple marketing channels.
The campaign highlighted the importance of milk consumption and the health benefits associated with it. It also highlighted the variety of milk products available and encouraged consumers to try them. Through its creative messaging, the campaign was able to connect with consumers and make milk consumption more appealing.
The “Got Milk?” campaign is a great example of how food marketing can be used to promote a product and increase sales.
The campaign showed that a creative approach and effective use of multiple marketing channels can be extremely successful. It also demonstrated that food marketing can be used to create a positive image for a product and to encourage customers to buy it.
For more excellent articles about food marketing, go here:
