How to stay relevant to your consumers

An unpredictable economic environment continues to influence consumer spending. A clear value proposition helps brands communicate the benefits they offer their consumers and, in turn, develop brand loyalty.

“Food today is about connection,” says Patrick Khouzam, managing director with MNP Corporate Finance. While we need food to fuel our bodies, he adds, purchasing power also lies in consumers believing in the products they purchase.

Develop your value propositions

Value propositions act as a compass for brands, helping companies identify and remain aligned with their vision. They also differentiate your brand offers from others, showcasing your product, features, or services. Coca-Cola, for example, is guided by “Refresh the world. Make a difference.”

"Your value proposition is the critical piece in building and fostering your relationship with the consumer," Khouzam says.

Get into the heads of your consumers

“Understanding your consumers' wants and needs will help ensure that your consumer outreach resonates with your audience," says Hannah Messineo, communications coordinator of the Small Scale Food Processor Association (SSFPA).

She says research can provide insight into the competitive landscape, including who the other brands are in your category and what consumers like and dislike about their brands. Research connects you with your current and future consumers and allows you to gain immediate feedback.

"Social media will allow you to see how people would react to launching a new product if you are in that space, or even just to tweak what you already have," Khouzam says.

These consumer insights, whether testimonials or feedback, can help the brand take safer, more calculated risks.

Resources to help

Conducting market research and crafting a well-developed value proposition can be challenging. Processors can alleviate this strain by tapping into the tools and resources available in their network.

• Market research: The Government of Canada has an extensive list of resources available.

• Creating a value proposition: Check out these online resources on value propositions.

• The SSFPA has several tools for their members, including an online resource library.

Resources designed to help build your business plan also allow you to reflect on business goals and vision, which help build your value proposition.

Six ways to stay relevant with consumers

Staying relevant occurs through consistent and continual consumer connection.

Messineo says that staying relevant occurs through consistent and continual consumer connection, whether through social media, newsletters, traditional advertising or packaging. The following six strategies will help develop a positive relationship with your target market.

1. Develop a social media plan

Social media lets you connect regularly with your consumers, developing a loyal fan base.

“Simply posting about your product is not going to generate any sales,” says Peter Chapman, retail marketer at SkuFood.

Brands need to develop a well-thought-out, strategic social media plan, he says, to ensure their messages will consistently resonate and reach the target market.

2. Utilize the power of packaging

Most spontaneous purchases happen at the shelf level. Brands can use this opportunity to communicate their value proposition through the packaging.

"Whatever you can do through your packaging to make yourself stand out and maybe emphasize that social good that you're doing can be helpful to catch the eye of consumers,” Messineo says.

3. Connect with the retailer

Your retailer can become one of your biggest advocates, so invest time explaining your product. Including what makes it unique and who you're trying to sell to. Chapman says that failing to share your brand story with your retailers may result in your product not staying on the shelf.

4. Provide multiple touchpoints for your product

Increase your brand's visibility by expanding the spaces where your product is available.

“There are so many other micro channels that you can connect to customers through, and so I think brands would benefit by really doing the research and seeing whether a chain grocery store is a space that's going to benefit their business the most,” Messineo says.

5. Share your stories

Connecting with mass media, including reaching out to public relations firms, can help spread your brand's story to a broader consumer base.

“There are a lot of good stories around about what these people are doing that the media would probably be interested in if the brands were proactive about telling their stories,” says Chapman.

Use these opportunities to demonstrate your company's values and, in turn, help develop a deeper connection to the end consumer.

6. Make communication a part of your business plan

“It’s very difficult right now with increasing costs, but if you don’t have enough money built in to talk about your value proposition, then you’re not going to get the message out there about the great thing you’re doing,” Chapman says.

Consistent and continual communication requires an investment in both time and money, so budget accordingly. Conducting an annual review of your target audience and the brands in your competitive landscape can ensure your brand can proactively respond to any potential changes.

Article by: Anne-Marie Hardie