Securing Coverage in Today’s Food and Beverage Space

By Andrea Pass

Walking through any major grocery store will show you, there’s stiff competition in the food and beverage space. But, if the battlefield of boxes, bags, and bottles didn’t quite pass along the message, consider this: According to the United States Department of Agriculture, there were more than 21,000 new food and beverage products introduced to the marketplace in 2016 alone. That can break down to 58 new launches each day.

If you aren’t representing an already established and recognized brand, there can be a challenge when it comes to securing that much-needed media coverage to increase sales and ultimately, shelf-space. Ready for the challenge? Let Marketing Maven show you how to secure that spot.

1. Understand specific product types

The food and beverage space includes sub-categories such as snacks, bakery, dairy, meals and entrees, desserts, side dishes, breakfast cereals and more. Start by researching media coverage noting those specific product types to identify the press contacts who will find your food or beverage items most relevant to their area of coverage.

You don’t want to pitch your new fantastic breakfast cereal to a journalist who covers produce at the grocery store. You also don’t want an expert on meats and cheeses reviewing your newest granola bar. Take the first step in streamlining your strategy by eliminating contacts that won’t be compatible, and contacting those that are relevant.

2. Utilize trade publications

Contact trade publications. These magazines and newsletters are key to reaching buyers to secure additional retail opportunities for your brand. With trade media, editorial content focuses on the basics of the new product coupled with the value of retailers to carry the food item. Make sure to have both clear packaging and lifestyle imagery to accompany brand news.

Remember, it’s not just what your product brings directly to a consumer, but what a retailer can gain as well. You want stores to want to stock your brand, and trade publications can be that channel for you. Nail down necessary messaging prior to reaching out to trade publications to ensure you come prepared with the full package.

3. It’s not niche if everyone’s doing it

Recognizing buying habits contributes to successful press coverage. While milk, bread and eggs will always be staples on a shopping list, today’s consumer is looking for healthy choices, ready-to-eat options, portion-control packaging, modifications for dietary constraints —  gluten-free, low sodium, vegan, vegetarian — as well as the tried-and-true snack and cereal categories.

Remember that every audience eats and drinks. Media outlets highlighting food are certainly important in your PR plan, but women’s, men’s, parenting, travel, health, sports and general lifestyle press, for example, also offer opportunities for reviews and incorporation of food and beverage in coverage.

4. Begin long-lead planning for holidays

Review media editorial calendars to tie-in press pitching with holiday food planning. For long-lead glossy magazine consideration, Thanksgiving review begins in the Spring while Christmas/Hanukkah preparation kicks off right after Memorial Day. February is Heart Health Month. Summer is all about grilling and, beginning in 2018, griddling.

Begin long-lead media outreach in September. Tie your news in with specific holidays meals and target audiences to highlight the value of your new brand. Innovation in food is the trend for 2018. Recognize what makes your food product on-trend and work the angle.

5. Work with a chef or cookbook author

There are a variety of ways to secure media coverage in the food and beverage space. Unfortunately, 2018 is turning into the year of pay-for-play in the world of what was once purely traditional editorial coverage. To overcome the challenge and land television interviews, work directly with an established chef or cookbook author. This gives the opportunity to highlight the book while effectively working in the brand.

Satellite Media Tours offer an opportunity to conduct multiple television interviews around the country via one set studio on one set date. Oftentimes with a smaller budget for lesser known brands, the SMT provides a more cost-effective solution than traveling from city to city for broadcast segments. Keep in mind that most SMTs air on smaller market television outlets outside of the city limits from those in the top-tier designated market areas.

6. Connect with bloggers and influencers

While chefs and cookbook authors are traditional thought-leaders for the food and beverage space, this is not to say that social media influencers and bloggers have not created a massive wave in marketing strategies. Today, new food and beverage brands can reach target audiences through relationships with key bloggers and influencers in specific categories.

Influencers have a direct effect on the purchase decision by influencing the behavior or opinion of others. Those following bloggers and influencers are dedicated audiences. Vegans follow other vegans. Parents follow other parents. Beer lovers follow other beer lovers. The list goes on and on. Every day, new blogs appear. Every day, influencers grow their audience base.

While many influencers charge to write a review or post on social media, others are willing to provide honest reviews for receipt of product. An effective campaign will have a balance of both.Take advantage of the plethora of opportunities influencer marketing can provide.

7. Tie in cause-related marketing

Budweiser secured tremendous media coverage by canning water and shipping to areas felt by devastating hurricanes and wildfires including Texas, Florida, Puerto Rico and California. The company’s Super Bowl ad drew high praise and strengthened the public’s positive impression of Anheuser-Busch.

For brands that are newer to the marketplace, local charitable contributions also garner positive media exposure. A soy milk company in New Jersey donated soy products including soy pudding to local food pantries. Local print and broadcast outlets covered the donation and the food banks were thrilled to have added recognition of their charitable work.

Never underestimate the power of a good deed. Giving back to the community not only creates media exposure for your brand, but it also aids in shaping your brand’s image. Being known as a company who cares is a fantastic way to begin being known.

8. Provide clear, effective insights

The basic who, what, where, when, why and how still pertains to food and beverage public relations. While one might assume that the press understands a smoothie, for example, your brand’s smoothie must have unique characteristics, flavors, ingredients, price points and availability.

Have this information prepared and on-hand at all times. Think of these selling points as your elevator pitch: Without it, you might get stuck on the bottom floor.

9. Keep the buzz

Be sure to repurpose the media coverage via social media channels, email marketing, share with stakeholders, include in retail buyer presentations, and include on the news page of the website. This coverage is now a valuable asset for you to sprinkle throughout your strategy.

Keeping the buzz for the your company alive is crucial, especially if you’re newer to the marketplace. Keeping the industry talking about your product helps grow your credibility, builds your audience, and increases the chances that stores will answer to the demand for your product with in-store shelving spots.

10. Demonstrate impact

How do you demonstrate to your client that you successfully broke through the clutter? Measure it! What was the share of voice for the brand at the beginning of the campaign, what was it mid-way through the campaign and what is the final outcome? Did the brand sentiment improve as a result, was market share taken from competitors in the appropriate product categories?

At Marketing Maven, we believe that in order for a campaign to be successful, your results need to be measurable. Monitor and report your growth, as well as the ripples you’ve caused in the food and beverage space.

Are you introducing a new food or beverage to the market? Contact Marketing Maven today to collaborate with tried and true professionals.

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Andrea Pass is vice president of media relations for Marketing Maven, based out of its New York City office. She can be reached at andrea@marketingmaven.com.