Marketing Bootcamp #1
We appreciate your participation in our first Marketing Boot Camp! This particular session focused on delivering a memorable brand experience (specifically EXECUTION) and its importance.
In case you missed it, don't worry! You can still watch the first recording by clicking below, you just won't be able to win any of the giveaways. 😉
What is the state of things in the industry right now?
Our CEO and Founder Shawn Burcham said the last 24 months have felt like a 24 round fight—just constant blows to the foodservice industry especially: gas prices at an all time high, inflation, food shortages, price increases, labor shortages. It has been a pressure cooker of challenges—but here at PFSbrands our focus in all of this is Keep Looking Forward. As a company our motto is Our Support Your Success so we’re going face these challenges with the goal of supporting our retailers through it all and helping all of us come out stronger in the end.
Brands that Excelled in Recessions
Brands have faced challenges before—there have been downturns and recessions. Part of how we learn and how we grow as a society is to learn from our history, to learn from those who have gone before us or from those who have gone through what we haven’t. In researching brands that excelled in recessions and downturns— we saw some common themes. There were three main things that brands did that thrived:
- They Refined the Experience—they got back to the core of what made their brands special… an example of this is Starbucks—we will talk a bit more about them today.
- They Adapted—many innovated—they studied customer needs and responded with solutions.
- They Expanded their customer channels—who else might we serve? What customer segment should we really put our energy into? Lego is an example of that.
Refined the Experience
Starbucks was facing declines going into the 2008 downturn. They had grown in unit volume but not in profitability and had lost touch with their customer base. By a strong focus on refining the brand experience and getting back to their core differentiators, the company came out of those challenging years stronger than before.
You may have heard this quote before—“we are not in the coffee business serving people, we are in the people business serving coffee.” They got back to their core, back to focusing on the customer, down to the small details like grinding coffee in the stores. In our business sometimes our processes are seen as labor intensive—but it is all part of that core brand experience and we have to focus on delivering that experience consistently.
What are customers saying about YOUR store?
It starts with you and what is happening at YOUR store!
One way we can get a pulse on how things are going is by looking at our online reviews, so we keep up with these regularly.
Not-so-great Reviews:
Customers share the main reasons they will leave unhappy:
- Bad customer service
- Unmet expectations
- Poorly executed food
Social Media Reviews
Check out this TikTok review that isn't so great. From this, we can learn what might cause a customer to leave a negative review. Let this be a reminder that every customer matters and that customers will share their opinions online.
Google, Facebook, and Yelp Reviews
Great Five-Star Reviews:
In these reviews, customers highlight the KEY ingredients for a GREAT memorable brand experience:
- Friendly service
- Fresh/clean store
- Perfectly executed food
Social Media Reviews
Checkout these fun TikTok reviews. Customers love to share their experiences online, so do your best to make sure it's a positive one and never underestimate word-of-mouth advertising!
Google, Facebook, and Yelp Reviews
So how do you deliver a memorable brand experience?
Execute with excellence ➡️ exceed expectations ➡️ get a positive expression.
Okay so... how do you ACTUALLY DO that?
Simple: showcase the brand, go above & beyond with cleanliness, and be FRIENDLY!
5 simple ways to showcase the brand:
1. Sign It
Grab their attention. Make sure your foodservice program is visible from the front door.
2. Location Matters
Place the hot case or warm food merchandiser as close to the register as possible to capitalize on impulse buys.
3. Execute the program
Our products and processes ensure that your customers have a consistent, delicious experience every time.
4. Keep It Clutter Free
Let the food be the star, we recommend no more than three clings on the glass.
5. Keep It Full
If the bottom of the pan is visible or if your merchandiser has empty shelves, it’s too empty and communicates old food.
Cleanliness = Safety
- Clean the glass of hot case or warm merchandiser.
- Shine the metal edging and handles.
- Remove all crumbs and food splatter.
- Clean restrooms frequently.
Be FRIENDLY!
It’s about building a relationship and being a part of someone’s day.
- Greet customers as they come through the door.
- Remember names of frequent customers.
- Make suggestions & offer a sample.
And, be sure to check out this customer service video that we viewed during bootcamp.
RETAIL ADVERTISING SPECIALISTS
Our in-house marketing experts are available to help with all of your store-level marketing needs.
Reach out for a FREE marketing consultation!
MDF@PFSbrands.com | (573) 896-0300
We look forward to seeing you at the next one, June 16th at 10 am CT!
Stay tuned for more information coming soon on these future sessions:
#2: Converting Existing Traffic
#3: Attract New and Repeat Traffic
And remember: execute with excellence to exceed expectations & get a positive expression!
Our Support. Your Success.
Let us know how we can help you with your product ordering needs. Our Customer Success Team is here to help!
Customer.Success@PFSbrands.com |(855) 632-3373