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Marketing and Promotion
The role of Marketing and its effectiveness
Promotional Activity
The role of local/regional sourcing
Research reports
What is a supply chain
Opportunities in foodservice
Foodservice Publications Order Form
The role of Marketing and its effectiveness
Consider the five Ps
Product – what is the actual product or service – be specific
Price – consider how much will it be sold for in light of the production and staff costs
Place – where will it be produced and sold
Promotion – how and when will customers hear about the product/service
People – who is the product/service aimed at, which category of people/business
Effectiveness analysis – how can you prove your marketing has produced increased sales or profit?
- Monitoring of web visits
- Sales figures
- Ensure your ads have a call to action that can be monitored
- Ask where did they hear about the business
Who, What & Where of Marketing? – it doesn’t have to cost a fortune
- Employees can be very useful- increase their skills base or send them on marketing courses
- Official networking or word of mouth
- Business cards – make them memorable
- Small businesses online network
- Newsletters
- Testimonials
- Carefully thought through cold calling
- Referrals
- Press releases & liaison
- Have a ‘Passion for your Product’
Useful resources
CIM – Chartered Institute of Marketing Knowledge Hub
Business Link which offers practical advice for businesses
The British Chambers of Commerce offers information, advice and latest news updates to small businesses
Small Business Advice Service is free professional advice using an online enquiry service
Networking – encourage your staff to network through local business groups, exhibitions or business lunches.
Where's the Sausage - Branding information based on substance, not spin, lots of good, practical, realistic, jargon, free marketing advice. And all built around sausages.
Promotional activity
How to make your business seen and heard
- Opening launch event
- Special offers
- Press Releases
- Create the opportunity to win a valuable prize
- In store demonstrations or free product tasting
- Create instore theatre through creative window, cabinet or aisle displays
Cost effective ways of promoting your small business
- Loyalty scheme
- Memorable company name
- Company recognition - logo, symbol, wording
- Ensure the logo is featured on all stationary, delivery vans, business cards, bags, etc
- Local advertising
- Promotional Material which could include – direct mail flyers, instore recipe or information leaflets, free giveaways i.e. pens, bugs, mouse mats, pads, balloons
The role of local/regional sourcing - How to set up local/regional collaborative initiatives
- Local Sourcing Guides provided by IGD - Institute of Grocery Distribution which feature 4 booklets on the following topics:
- Understanding foodservice opps for farmers & sml food producers
- Distribution Advice
- Opening the door for small business
- Growing Rural business
- Business in the Community is a unique movement of over 700 of the UK’s top companies committed to improving their positive impact on society
Research reports – provide insights into specific markets
- Category Reports provide detailed market insights into each product through specific consumer research and retail market data, available from MLC on 01908 844327;
to know more about each report click on the following links:
- Store Card research provides consumer shopping statistics from the major retail supermarkets - contact MLC Consumer and Market Insight Manager on 01908 844124 or email richard.cullen@ahdbms.org.uk.
- Pork retail sales data available from BPEX.org
- There are many research companies within the industry who offer reports on a vast array of topics. There is often a cost for these reports which can vary depending on the subject and depth of analysis./p>
What is a supply chain?The livestock and meat industry is made up of a complex network of individual companies of all sizes. They are all involved in the production of meat from farm to plate and work within specific supply chains.
For further information click here to visit the RMIF Meatsource Website which provides detailed information on all aspects of the red meat supply chain.
Opportunities in foodservice - for a producer or supplier to supply the Foodservice sector are varied. There are two area's to consider;
- The Cost Sector - this includes schools, MOD, NHS, Carehomes and companies who provide a service.
- The Profit Sector - this includes pubs, restaurants, bars, cafes and companies who are in business to offer a service, which the consumer pays for.
Click on each title to download your own copy of the publication or complete the order form and either fax, post or email your order to BPEX to receive original copies of the publications required.
The following list of publications provide further information on how and what to supply those types of business.
Useful Websites