Marketing

Creating a marketing plan is creating success MARKETING FOR THE SOUL

BY DAWN MOORE, GRAPHIC BY CARYN SCHEVING

Igrew up in a world with traditional soul food meals that included lots of pork, fried foods, sweet potato pie, peach cobbler, corn bread, neck bones, chitterlings, hot sauce and enough sugar on any food to maintain a lucrative business for the local dentist. In my mid- to late-30s, my health began to fl are in terms of food allergies, anemia, diabetes, fi broids, toothaches, high blood pressure and high cholesterol that helped contribute to a slight midsection bulge.

What was a pretty lady to do? Physicians suggested a few simple answers. One in particular was to change my eating habits.

Deciding to change a poor eating lifestyle was the fi rst step in realizing where and how to fi nd healthy natural organic foods at a reasonable cost. Although I once worked as a general store manager for major big-box retailers like Kmart and Walmart, where fi nding food in general was not diffi cult at all, my new desire to fi nd specifi c health food is what led to my Google search for natural and organic foods.

And, that’s how I stumbled across a local Indiana food co-op. Like most businesses, food co-ops feature themselves in the high-traffi c medium of the Internet and social media to gain market share for those high-tech health-conscious-seeking individuals. Since 2010, new food co-ops have been at their highest level in over 30 years, and healthy ethnic food also began making a huge debut in the food industry.

Many food co-op start-ups have to do initial budgets that include marketing costs to take their cash fl ow forecasts to banks and other investors because marketing strategists have found getting money in the beginning will save money in the end with advertising costs. In addition, many states off er credits from a tax perspective and other programs designed to fi nance food co-op start-ups that designate themselves as go-green initiatives and environmentally conscious.

Th e World Wide Web’s heavy use is forcing businesses to include a marketing plan budget to create an immersive environment that will infi ltrate social networks of location-based business and mobile marketing to collect data from a targeted market that studies and triggers the subconscious minds of its consumers. Food co-op startups can refer to websites such as the Food Marketing Workgroup (FoodMarketing.org), which is a national collaborative of leaders in nutrition, public health, advertising/marketing, consumer protection, public policy, child development and government working to identify and investigate practices that lead to unhealthy lifestyles. Social media is the most popular way of providing a free and easy opportunity for marketers to observe and immerse themselves in online social interactions that infl uence their target market. Th e use of mobile devices gives marketers the opportunity to deliver enticing off ers that are too good to pass up, such as health information, coupons, discounts, free offers with immediacy. Studies have shown that an online marketing ad can educate, encourage and make an immediate emotional connection to infl uence consumer buying and create call-to-action.

Food co-ops have a marketing advantage of educating consumers on an authentic and meaningful foundation of natural and organic foods that hits home with the adventurous Gen Y-ers who happened to be raised on the Food Network. And, the widespread ethnic food cultures such as Asian, African, Indian and Hispanic located in the heart of their ethnic communities initially serve people from their own niche, but evolve into the mainstream of entire communities and cultures.

Some of the greatest challenges facing food co-ops are compliance issues of ensuring tax returns are fi led, product ingredient labeling, health department inspections and securing wholesaler distributors to meet consumer demand that will off er food co-ops a profi table margin. Yet, without a solid marketing plan developed and executed to meet the ideas and goals of the proposed business it can ultimately fail by not consistently connecting with its target audience.

If food co-op start-ups create a marketable logo or brand symbolizing a social dimension featuring their unique aesthetic value

from food to customer service, any business fi nancial woes can be overcome through using every available marketing channel. A solid strategic marketing plan including a public relations team that can cultivate creativity and collaboration within its community locally and afar can build a solid foundation of a trusted reputation.

Marketing strategists have also found many food start-ups are based on the value of self-help, self-initiative, democracy, equity and solidarity. Founders and members of food co-ops and artisan groups often believe in the ethical values of honesty, openness, social responsibility and caring for others.

Distinctive marketing plans have to show extreme authenticity and passion for their product along with quality customer service. Food co-op start-ups, like any business, can successfully market themselves through a variety of mediums such as digital, word of mouth, social media and print. A successful marketing strategy equates to one that is well planned and executed. Without marketing, your product has no legs to stand on and no brand vehicle. Set yourself up for success in the beginning.

Dawn Moore is an assistant professor at Trine University. She enjoys acting, cooking, poetry and traveling.

Recommended Marketing Websites

fooddude.com

FoodCoopInitiative.coop FMI.org

HubSpot.com/Free-Marketing-Resources

AMA.org

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