consumer insights
TRANSCRIPT
CONSUMER INSIGHTS
Trends in Food, Retail, Health + Sustainability
Market Potential – Current TrendsMarket Drivers
Organic sales outpace conventional
Consumers demanding transparency - pure, simple ingredients
Convenience, quality and flavor driving demand for packaged food
Healthy lifestyles driving specialty grocery purchases, value of shopping baskets
Consumers want values with their value, willing to pay more
What’s Driving Growth?•Food politics•Media pundits•Health•Transparency•Consumer lifestyles•Culture•Values•Demographics
Rise of the Label Reader•Simple = unprocessed•The hottest food claim? No claim – “free from”
•Real food ingredients•Nutrient-rich, whole foods•1 in 4 people look for:
the shortest ingredient listminimally processed ingredients they recognize
Ingredient Trends in the Media•“Clean” eating•Fresh, unprocessed•Watch out! for Sugar•Butter is good for you!•Flexitarianism •Plant-based protein•GF, Paleo, specialty diets – not diets•Ethnic flavors•Pasture-raised dairy
Cultural Influence •Friends + family
•84% prefer recommendations from people they know
•Social consumption•1/3 of America use social to find their next recipe
•Blogs trump cookbooks•57 percent of Pinterest is made of food related content – nearly half of millennial
•Foodstagrammers, camera cuisine•Food ranks 4th on Pinterest
•Awards + certifications•Celebrities!
Consumers Want Value + Values•Nearly 1 out of 2 say they are willing to pay more when a company is committed to positive social and environmental impact
•Consumers are actually now already doing so with recession waning, a reverse trend over the past years
•More than 60% of Millennials want brands with ethical practices and social causes
FOOD TRENDS BY GENERATION
Consumer Outlook by Age Group
Biggest Eaters
Baby Boomers: Aging Adventurously
Insight• A generation raised on processed food is finding flavor• They act younger, eat younger, want to live forever• Well-traveled and bringing those experiences back
home• Spend most on food - eat out more than Millenials• 1/3 eat organic some or most days• Fastest growing community on Facebook
Impact • Global flavors• Like less heat and spice but still adventurous and like
variety• Health conscious: want foods that help with anti-
aging, vitality and weight control• Want smaller package sizes
Gen X: The Sandwich GenerationInsight
• The divorce, latch-key generation, now focused on family, friends and neighbors
• They are the most time and money strapped now and haven’t embraced foodieism as much as these other two demos
• Caught between kids and parents – looking for convenience
• About half prefer organic at least some of the time, 10% said committed to buying when it's available
• Unlike previous generation, GenX men shop and cook and unlike next generation still loyal to the supermarket
• Bigtime snackers – six or more times a day
Impact• Seek family friendly items• Most likely to be attracted by “meal assembly”• Seeking easy snacks
Millenials: The Young & The HungryInsight
• Setting food culture trends• Global• Health
• Food as entertainment and self-expression• Not all cook, but those who do consider themselves
experts • Willing to pay more for ethical practices• Shopping is social
• 1/3 have purchased food or cooking items after seeing on Pinterest
• Use mobile to make grocery purchases, check prices, get coupons, order ahead and gather product info
• Nearly half use social networking sites to find their next recipe or learn about food trends
• Influenced most by word of mouth recommendations
Millenials: Driving What’s Next• YEMMies: Young Educated Millennial Mothers
• Powerful emerging group; older and higher income • Even more highly focused on natural and organic than
peers• Want foods that are natural/convenient• Not as brand loyal
• Demand for flavor and quality • Packaging as innovation• Customization, giving them ownership
Trends to Watch: Food/Shopping• Global connections –
ethnic foods• Snacks as meals• The Rise of Dads!
INTEGRATED STORYTELLING
Building Loyalty Across Channels
The Driving ForceA great story is true. Not necessarily because it’s factual, but because it’s consistent and authentic. Consumers are too good at sniffing out inconsistencies for a marketer to get away with a story that’s just slapped on. –Seth Godin
What People Trust Most
What That Integration Looks Like
Brand Experience Across Channels
Core idea: Super Plants Tip Sheet
Print and digital ads
Microsite Materials for media outreach and events
Facebook content and promotion
Brand Experience Across Channels
No “Dead-Ends”Creating On-Ramps and Bridges in Your Marketing Program
Consumer clicks on link in brand’s tweet
Lands on recipe on brand’s
website
Clicks “share” button to post
recipe on Facebook page
Brand comment directs her to an online couponConsumer
downloads coupon, follows link to
Pinterest for more recipes
Pins favorite recipes to her boards
Discovers background
about ingredients
And so on…
The Challenge: Multiple Channels to Feed
Content Marketing Basics
Considerations in PlanningObjectives and Measurement• Purpose/role• Personality• Integration
points with other channels
• Metrics and KPIs
Audience(s)• Which of our
target audiences are present on this channel?
• Do you need to adjust tone, frequency, or CTAs to appeal to them?Context
• When are they using this channel
• What are they doing/what are they looking for from you?
Content and Conversation • What content
do you have planned?
• What are the most discussed topics and FAQs?
• What promotions are coming ?
• What content might perform well as advertising?
The Roles of Each ChannelPurpose Role
Website Content hub Information about products, usage, and company
E-newsletter Building loyalty, early adoption, news and information
Broadcast (one-way) communications, promotions
Advertising Name recognition Brand values, product attributes
Media/ blogger relations
Brand and product awarenessCredibilityValues storytelling
Brand values, product attributes
Facebook Community buildingCustomer service
Conversational; ego-driven; it’s about them, not you
Twitter Connect with influencersExpress valuesSupport in-market events
Quick, current, breaking news
Pinterest Visual branding Inspiration, brand
Instagram Behind-the-scenes EngagementVisual branding
Images that show what’s happening now; event- and action-oriented
YouTube Demonstrate usageTell brand story
Show and tell; videos that are entertaining and provide value get shares and comments
Consider the unique purpose, audience
and role of each channel when
developing integrated content.
Owned Media
Shared Media
Paid Media
Earned Media
Use Metrics to Tell a StoryChannel Example KPIS and MetricsPR Circulation, Message Penetration, Tone
Podcast Reach, New Listeners/Subscribers, Downloads, Comments, Reviews
Facebook New Fans, Content Virality, Reach, Shares, Unlikes
Twitter RTs, Mentions, New Followers, CTR, Unfollows
E-newsletter New Subscribers, Shares, CTR, Open Rate, Unsubscribes
Pinterest Repins, New Followers, Pins from website, Likes, Individual board follows/repins
Instagram New Followers, Comments, Likes
YouTube Subscribes, Shares, Views, Likes
Signs of Good IntegrationHow well you’re integrating our content across channels can be measured by analyzing the following metrics (where applicable) on each channel:
Metric What it tells you How to put it into actionReferral traffic Tracking social referrals to the website will help us
understand which CTAs are most compelling and which users are interested in deepening their experience with the brand.
Post/pin a link to an online coupon (w/similar CTA and image) on Facebook, Twitter and Pinterest. Measure referral traffic, time on site and coupon prints for each social referral source.
Conversions Conversion is a tangible indication of brand loyalty; beyond referrals and increasing traffic on a secondary channel, are users interested in what they find on that page/channel?
Drive users to a channel where they can complete an action, e.g. newsletter subscribers coming from Facebook, coupon downloads from Twitter link, recipe downloads or prints from Pinterest, etc.
Newsletter Open Rate
Newsletter subscriptions indicate an opt-in to the brand. But beyond this initial action, what subject line (tease or CTA) encourages the most opens?
Use this to test CTAs and glean consumer insights about the newsletter audience . What are they clicking on and what actions do they take after clicking – coupons, recipes, how-to tips, etc.
Unsubscribes, Unlikes & Unfollows
Do consumers who sign up, fan and follow the brand and get what they want or expect from our content/community?
Use this to test content, format and delivery. Watch for times of the year or pieces of content that lead to an increase or decrease of these kinds of opt-outs.
Pins from Website
Are your web visitors Pinterest users? Do consumers find inspiration on-site? If so, is it food-related? CSR-related? Etc.
Encourage this activity (consider incentivizing it) and/or create/curate new web content based on what is being shared most.
#Hashtags The use of hashtags across channels can tell us how different pieces of the same content package resonate differently on each channel.
Test an #eatlocal content meme once a week, posting images on Instagram, Twitter and Pinterest. Encourage users to share their own photos using the hashtag and track engagement by channel.
Parting Thoughts from Blue Star Donuts
