Interview publiée initialement sur buzfeed.com
Food Industry and entertainment, at first sight the link between the two markets does not seems obvious. However, Pierre Alexandre MESSNER, Digital Food Marketing Specialist, explains us why food brands should transform themselves into entertainers. We had the opportunity to ask him a few questions about is extensive experience in Digital Food Marketing for Panzani and Seb.
Question : You have more than 8 years of experience In Digital Food Marketing. What is so different about this industry compared to other markets ?
The main point that distinguishes the Food Industry, and more broadly the FMCG, from other markets is that the purchasing funnel is extremely short in time, especially for grocery products. Consumers are often used to consume a brand, or a specific product, and when they run out of it, they purchase it again. As a result they often buy food products like a ritual, without even really thinking about it. In the best case, they only spend a few seconds in front of the shelves comparing the products options. This means that for most of the food products, the time frame to impact the purchasing decision is extremely short, maybe the shortest for all the industries.
But, there are some marketing tools that can be used to influence the purchase in the stores…
Yes, of course, we can impact the purchase decision by playing with prices and promotional offers in the stores. However regarding digital marketing, the main leverage we have on the consumer purchasing decision occurs before he steps into a store. An efficient digital marketing strategy is necessary to make sure that the brand is in the consumer top of mind before he enters a supermarket. And the best way to do this is through entertainment.
That’s why brands should transform themselves into entertainers?
Exactly. The objective of becoming an entertainer is to create a positive experience for the consumers that will be associated with your brand. This positive feeling will result in an higher probability to be in your consumers’ top of mind when he will make his purchasing decision.
According to your personal experience, how can brands transform themselves easily into entertainers ?
They are complementary ways to do this. The main rules is that to deliver a good feeling to the consumer we need to create an interaction with the brand, its contents, and its graphic universe. Digital technologies are great tools to do that, especially through online gaming and videos. These techniques can be upgraded with Social Media strategies that will activate social influencers, and word of mouth. The social experience helps to reinforce the positive feeling by creating a social peer recognition. This strategy has been implemented for the brands that I managed, or counseled, and we have obtained great results.