Slide 1

. to market, to market to buy Slide 2 Marketing *A continuous communication of products and services to selected audiences. *Very important & critical to our business *Not done or not done enough! Slide 3 7 TIMES? It takes at least 7 times for a message to be repeated until we comprehend it! *McDonalds annual marketing budget: $716 million Slide 4 M ARKETING: KEY TO SUCCESS Must be CUSTOMER focused: *Know your customers eating habits & preferences *Incorporate customers ideas Slide 5 CORE CONCEPTS OF MARKETING: *Target audience *Products and services *Value and degree of satisfaction *Demand and supply *Degree of acceptance Slide 6 Dont reinvent the wheel! *Look at how successful businesses operate *Borrow their ideas *Be creative Slide 7 4 Ps OF MARKETING *Product *Price *Place *Promotion Slide 8 THE PRODUCT *Customers acceptance of menu items *Expected quality *Products trendy yet healthy *New food items *Check through live connections *Special diets Slide 9 THE PRICE *Product a good value for the customer? *Prices competitive with the market place? *Enough to operate your business successfully? Slide 10 THE PLACE *Attractive, customer oriented environment *Dining with excitement *Clean & sanitary, meeting high sanitation standards Slide 11 Slide 12 Slide 13 Slide 14 Slide 15 THE PROMOTION: *Activity related to selling the product. *Gets customers EXCITED! *Special Days to celebrate NSLP & SBP weeks *Potential for increased participation Slide 16 SCHOOL BREAKFAST WEEK: GREAT PERFORMANCE MENUS AMERICAN IDOL BREAKFAST Clays Cheese Toast or Dianas Cereal Selection Fantasias Fruit or Juice Reubens Toast w/Kellys Jelly LaToyas Cinnamon Toast Justins Milk Selection ON BROADWAY BREAKFAST A Chorus Line Breakfast on a Stick w/ Sound of Music Syrup or Cats Cereal Beauty & the Beast Fruit or Juice Phantom of the Opera Toast Selection Peter Pan Jelly Lion King Milk DANCING AT BREAKFAST Hokey Pokey Pastry or Cha Cha Cereal Conga Line Fruit or Juice Twistin Toast or Funky Chicken Cinnamon Twist Electric Slide Jelly Macarena Milk BREAKFAST WITH THE HOLLYWOOD STARS Orlando Bloome Biscuits or Jackie Chan Cereal Harrison Ford Fruit or Juice Toby McGuire Toast w/Halle Berry Jelly or Kirsten Dunst Cinnamon Toast Spiderman Milk Slide 17 CREATING DEMAND FOR WHAT YOU ARE DOING: Target Your Market *Developed by ASFSA *How to design & implement your own marketing plan (MAP) to achieve desired results *Advertise your programs Slide 18 CREATING DEMAND FOR WHAT YOU ARE DOING: Best Practice Awards (USDA) *Recognizes outstanding practices in 8 categories of the NSLP or SBP Slide 19 CREATING DEMAND FOR WHAT YOU ARE DOING: Merchandising: Creating an atmosphere or condition that draws potential participants *Menu development: be creative *Serving lines: make it look great *Visual displays in the cafeteria *Dress for success *Customer service *Carts/kiosks, cafs Slide 20 Slide 21 CREATING DEMAND FOR WHAT YOU ARE DOING: Incentives, Promotions & Rewards: *Special offers *Tasty bites *Giveaways *Class participation rewards *Frequent meal cards Slide 22 Slide 23 CREATING DEMAND FOR WHAT YOU ARE DOING: In the community: *Billboards *Local chefs *School board, PTO presentations, Principal meetings *PSAs Media CateringNACs Nutrient Analysis Slide 24 Local Cable TV or School Website CHILD NUTRITION INFO: * Winners Circle Meals & A La Carte * Breakfast & Lunch Menus (spanish) * Free & Reduced Price Procedures * Fruit & Vegetable Programs Slide 25 Slide 26 Slide 27 ADVERTISE!! Slide 28 Slide 29 Slide 30 CREATING DEMAND FOR WHAT YOU ARE DOING: Resources: *Marketing companies *John Bennett *Marketing Works *Tooned-In menus www.tooned-in@www.tooned- schoolmenu.com *Changing the Scene Slide 31 CREATING DEMAND *Manufacturers merchandizing materials *Keys to Excellence (marketing) www.asfsa.org Slide 32 REMEMBER. 90% of all food service operations do 90% of the same things the same way Its the 10% we do differently the spells SUCCESS! Slide 33 MARKETING CHILD NUTRITION PROGRAMS MAKE NOISE IN THE MARKET PLACE!!