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A recipe for successful Food Processing & Handling marketing 

June 18, 2020

How can food processing and handling (FP&H) and ingredients businesses turn market challenges into branding opportunities? Here’s some food for thought.

Right now, the global FP&H sector faces a long list of challenges. On top of responding to evolving consumer trends, FP&H businesses face labour issues, changing regulations, supply chain management and sustainability matters. 

But there is a silver lining to all those clouds. Today’s challenges create opportunities for FP&H brands to stand out as innovators and clearly demonstrate the value they provide for customers and end-consumers. 

Turn your brand into a problem solver 

In FP&H, decision makers in product development, R&D and procurement are all looking for solutions to their challenges. To be a problem solver, you need to innovate. But as innovative as your solution may be, you can’t focus on product specs alone. You must continuously communicate your brand’s greater value, a vision which is supported by your products and solutions. 

Some of the choices your customers need to make are highly complex and risky and it can be hard for them to differentiate between solutions. So, when choosing between you and your competitor, the ultimate decision may come down to a gut feeling. When it's time to make their purchase, your customer will pay a price premium for a recognised and trusted brand. 

To tap into your customer’s emotional drivers, you need to prove that your brand is smart, trustworthy and ready for the challenges ahead. To differentiate from the competition and take market ownership, your brand must stand out as a customer-centric leader.  

Cabinplant is answering today’s challenges 

Cabinplant supplies food processing businesses with turn-key weighing and packing solutions. While Cabinplant’s clients have seen demand increase during the pandemic, it has become more challenging than ever to optimise labour and operate efficiently. By enabling automation, better working conditions and reduced waste, Cabinplant’s solutions help its customers solve those problems. 

As it has for so many of us, the pandemic is transforming the way Cabinplant builds and maintains customer relationships. “We are used to meeting face-to-face,” shared Jan Tøffner Andersen, Marketing Manager at Cabinplant. All the technical challenges of connecting have created some barriers, but we are overcoming that by addressing customers in new ways, including an increased focus on digital channels.”    

As part of that effort, CBC recently helped Cabinplant increase digital lead generation. The aim of our combined efforts is to bring Cabinplant’s expertise to the forefront, offering the customer strategies to deal with the forces that are impacting their businesses. 

Make a concerted effort 

The complexity of the FP&H industry requires a move towards greater sales and marketing alignment, a trend which has been accelerated in recent months. While cancelled and postponed trade shows such as  Interpack are keeping salespeople squirming in their seats, a digital lead-gen campaign enables businesses like Cabinplant to pull in new leads online. 

But the sales/marketing collaboration doesn’t end at lead generation. Prospects need to be nurtured throughout the buyer journey with content that matches their specific pain points. This nurturing process will not only help position your brand as a problem solver, it will strengthen your lead scoring and sales processes.   

Without the chance to meet in person, FP&H brands need to provide customers with more value-adding content. A thought leadership piece such as a white paper or strategic guide can serve as the foundation for a larger body of content including blog posts, videos and webinars. Over time, this mass of consistent, customer-focused content will add up to your brand becoming the trusted source of knowledge in your market. 

Are you ready?

Do you need to spice up your marketing strategy? Cross-Border Communications offers 40 years of experience and a unique understanding of the branding and marketing challenges inherent in the global food processing and handling sector.

Contact Managing Partner Ralph Krøyer at rk@cbc.dk or +45 35 25 01 75.

 

Topics: News