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Posts tagged ‘marketing’

McDonald’s Revealing Burger Ad Secrets

Yesterday, McDonald’s Canada treated their audience to an inside look at why the burgers in McDonald’s ads look so much more appetizing than the ones you get when you actually purchase one for yourself. See the video below:

The Secret To Beautiful Burgers

The secret to the beautiful burgers in McDonald’s advertisements won’t surprise you. It amounts to a few diligent hours of preparation by food stylists topped off with a Photoshop touch-up session; much as you’d expect for a human model about to find him/herself on the cover of a fashion magazine.

No big surprises there, but some of you are probably surprised (or skeptical) that the ingredients they use are the same as the ones used in the store.

Nevertheless, there are a few interesting takeaways.

Authentic Stories Resonate With Consumers

The days of food brands marketing their products based solely on claims like “Tastes Better” and “Less Fat” are now over. When McDonald’s overtly makes moves to establish consumer trust by effectively showing their boxer shorts on the internet, you can be assured they know it’s worth the risk of blowback. They believe that so earnestly, they’re addressing an un-authentic marketing tactic in an authentic way. We all know that addressing your weaknesses is an effective way to build trust.

Takeaway: Do you know that your customers have questions you haven’t answered? It’s time to step up to the plate with answers.

Social Engagement Is Paramount

McDonald’s Canada is using social media and a question-answer engagement website to connect with their customers. They’re fielding question from their audience on a daily basis, and you can imagine that consumers have a lot of questions for McDonald’s. Often when a controversial food brand open up a forum like that, they face the most challenging questions first.

They’re taking this to the next level by answering questions using video, and putting the people behind their brand front and center. They’re humanizing the corporation, which is one of the very best ways for companies to use social media.

Takeaway: If McDonald’s is willing to tell their story on social media, how long can you get away with staying quiet?

Authenticity Is Becoming More Authentic

Five Tips To Make Food-Related Newsletters A Joy To Read

Email newsletters are yet another powerful tool food businesses can use to promote what they do, highlight products, and keep themselves top of mind with customers. A really good newsletter keeps customers engaged, and wanting to know more, in a cost effective way.

Sounds easy right? The reality is it takes a lot of work, and most importantly, a commitment of time to put together a good newsletter.

To help you attract and retain subscribers, here are five tips for creating an awesome email newsletter that food business owners should keep in mind:

Don’t Forget The Visuals

Including photos in a newsletter is another way to grab the attention of your subscribers – especially when it comes to food.

Keep them hungry for more (or just make them hungry) by sharing photos of the latest CSA produce box, the results of experiments with a new type of flour in the baking, or whatever best illustrates the written text. Photos can add life and colour to the written word and provide a compelling reason to keep subscribers coming back.

We may be biased, but using the Foodtree app to snap you photos is a good place to start!

Keep Things Catchy

An interesting subject line is the first step in getting people to open your newsletter.

Remember, your newsletter is just one of many emails arriving in your customers inbox so use that subject line to grab their attention so they’ll read it rather than delete it. Keep it relevant to your subject matter and be careful not to sound spammy.

Tip: Don’t think about the subject as a “title”, but rather approach it as if you ran into your reader on the street; be personable!

Be Consistent In Format And Keep It Short

People like to know what to expect, so establish a consistant format for your messages. Maybe you include a recipe with each letter. Maybe you share a recent photo of your farm or restaurant. Find something that’s “you” and include it every time.

The look of the newsletter should be consistent with your existing branding and include your logo, address, and contact information.

Use a template provided by your newsletter program (try Mailchimp or Mad Mimi) to create a layout that will work well with the information you plan to convey to customers and clients.

Keep the newsletter short and easy to read without overwhelming the reader with information. People tend to skim rather than read long emails so err on the side of short and to the point.

Exclusive Offers For Subscribers

Do you run a CSA? Do you bring seasonal food to market? Do you have a special menu or time of day when some foods are freshest?

Reward those faithful newsletter subscribers with exclusive offers or insider information!

If customers are interested enough to subscribe and keep reading then make it worth their while to stick around. Rewards can come in the form of discounts, random prize draws, or special offers only for newsletter subscribers.

People like to be insiders, so show them they’re appreciated.

Create Compelling Content!

This is the most important tip of all. Focus your efforts on making your newsletter a pleasure to open and read.

Find the right balance between conveying information related to your business, and keeping things light and fun to read. It’s also not a bad idea to try and make your readers hungry! There’s nothing more compelling than that mouth-watering feeling we get when great food is in front of us.

A great newsletter should become a treat to your subscribers inbox, so include content you think they’ll enjoy and think about it like a face-to-face conversation. It shouldn’t be all about you. In fact, it’s better if it’s not; who wants to talk with someone who just talks about themselves?

Put time into gathering news, facts, or stories for your newsletter that your readers won’t find anywhere else. Share your insights into the industry, or relay exciting news from your customers. Find a unique way to connect with your readers so that they feel like they know you, and you’ll find they keep coming back for more. You’ll quickly realize that your newsletter can actually be an important tool in bringing you business in the future!

Got Tips?

Add your newsletter tips in the comments! We’d love to hear them! We’ll keep them in mind when sending out our next Foodsletter (sign up here)!

Photo by Ned on Foodtree.

A Farm Uses Foodtree To Photo Fresh Food BEFORE The Market

We just noticed this…Forstbauer Family Natural Food Farm is using the Foodtree app to let their customers know what’s about to be available at a local farmers market tonight…HOW GREAT IS THAT?

Check out Forstbauer’s profile and photo stream here.

The stream’s latest are photos of food recently harvested, taken by the farm themselves, and available tonight at the Royal City Farmers Market in New Westminster, just outside of Vancouver.

Talk about fresh, real time food insights. 

This is a truly innovative way for communities to see fresh food nearby, where they go to buy it, and who it’s made by.

If you’re reading this post and you’re near that market, why not head down and grab some Zuccinni Blossoms or Strawberries?