James is a tomato grower. He often hears the word "marketing", and enjoys reading marketing articles on Freshplaza. "Though," he thinks, "marketing is not for me. It is for big companies only, those that have a lot of money and can afford investing in advertising. I have no budget for that, so – in the end – marketing is not for me" James is wrong. First, he should remember that marketing means more than advertising. Advertising is only one step in the marketing process – a wider process that included other things like studying consumers preference, developing products, packagings and brands, and so on. Besides, James should also know that there are ways other than expensive TV and magazine ads to get people familiar with his products and his brand. Here's what James – and people and businesses in same conditions – can do if the want to grow their sales and profits but have little resources to invest in marketing activities:
- he can develop a better offer than his competitors' for final consumers: innovative products, new product varieties, better and more attractive packaging, a more inspiring brand. All things that do not demand huge investments but can deliver meaningful results
- he can develop a better offer than his competitors' for trade channels: this means using a trade marketing approach, crafting his offer on his customers' (wholesalers, for example) and the customers of his customers needs (restaurants, for example).
- he can invest his little marketing budget in, in-store activities in the shops that carry his products: these activities (for example, POS materials placements or extra displays) are the ones that can bring faster returns in terms of additional sales
- he can create and develop his online presence: these days, and this will be even more the case in the future, consumers are more and more online. Some companies have been able to build successful brands by being great online, with no investments in traditional advertising at all. Indeed the online world has still costs that are accessible to almost anyone. This way, blogging, content marketing, social media can help James and similar business with getting their products and brand known, potentially all over the world.
The conclusion is that marketing is for everyone – not only for big pocketed companies that can afford expensive advertising campaigns. Every fresh produce company can improve its results with good marketing, even with a very limited budget – but in lack of money, they have to work smarter than the competition. If you are interested in fresh produce marketing, download the free e-book "Introduction to marketing for fresh produce" --- Pisani Produce Marketing is a training & consulting agency for the produce world. It has been founded by Maurizio Pisani, former Chiquita and Fresh Del Monte executive.
- For more info: Maurizio Pisani
- maurizio@pisaniproducemarketing.com
- www.pisaniproducemarketing.com
- Publication date: 9/22/2014
