1. Module 5 : Healthy Food - Marketing for Impact

2. Overview This module examines how your marketing can win more market share based on a marketing message specifically carrying a health and wellness focus. Learners will learn from new and innovative techniques and exciting marketing tactics to stand out with a healthy message and unique selling points, planned and packaged in just the right campaign strategy. This module will provide fresh ways to find your ideal audience and attract them to become loyal followers and purchasers of your great food!

3. Principal behind food labelling rules – they must not mislead the consumer: “ as to characteristics of the food and in particular, as to its nature, identity, properties, composition, quantity, durability, country of origin or place of provenance, method of manufacture or production” BEFORE WE TAKE YOU ON A MARKETING JOURNEY – TAKE CARE TO ADHERE TO FOOD LABELLING RULES TAKE CARE

4. Marketing Challenges faced by all Small Food Businesses You know that your main challenges include. Expense of building a brand Lack of marketing expertise or finance - or both Need to educate the consumer on the product benefits Finding the right ‘fit’ distribution channel

5. Marketing healthy foods – a winning strategy – why ? Nielsen’s 2015 Global Health & Wellness Survey Polled over 30,000 individuals online –88% are willing to pay more for healthier foods. –All demographics would pay more for healthy foods: GMO-free, no artificial colours/flavours, ‘all natural’ tag. –People want functional foods: high in fibre (36%), protein (32%), whole grains (30%) or fortified with calcium (30%), vitamins (30%) or minerals (29%) –People want foods to reduce disease and/or promote good health.

6. Let’s start at the beginning – What is Marketing? The ‘official’ definition.... Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association, July 2013) OR THE ONE WE PREFER Marketing is … an approach to business that puts the customer at the centre of all your company’s activities. If we know that our consumers are specifically interested in health messages – then we can communicate directly to those interests.

7. What is Marketing? For us, marketing is like the laundry, the job is never done! OUR TOP TIP Do not look at marketing as just another function in the business; approach it as a way of doing business. It is about standing out and trying harder

8. Know Your Audience It is crucial that you understand who your target audience is and then look at the world from their point of view – what health concerns have they, how will your product ‘solve’ their needs ? You have to have an intimate understanding of the people you are trying to reach in order to motivate them to take action. Before you can understand your audience, you need to pinpoint who they are. Different people respond to different messages, so you should be as specific as possible when you identify your target audience. Ask yourself the following questions: –What do they want? What problem do they have that I can solve? –What do they care about? What do they dislike? –Where do they hang out – online, in person? Once you have clearly defined your audience, you can tailor your marketing tactics to reach them.

9. What are you marketing ? Do you know that people don't just "buy" a product? They "buy" the concept of what that product will do for them, or help them do for themselves. For example People who are overweight don't join a slimming club to go to meetings. They "buy" the concept of a new, thin, happy and successful self. When I book my child on a cookery course, I am buying them the experience of learning a new skill for life.

10. Thus, all your marketing needs to speak to the consumer in terms of features and benefits.. Product Features - Features are descriptive, they describe what a product or service does. They are very effective in health food marketing as customers like, and even expect, to see the specifics of what they are consuming through your product e.g. calorie count, nutritional benefits Product Benefits - Benefits translate a feature into a solution that solves a customer problem. Solving consumer problems is one of the best ways of finding a winning business idea. But first, laying Foundations.. How do I differentiate my business ? The use of language & visuals are a powerful tool

11. Benefits Matter! Promoting your product benefits can encourage customers to make healthier buying decisions despite a higher price point. By highlighting benefits, your marketing supports the value perceived by consumers and will result in more purchases. What customer problems does your product solve?

12. Features & Benefits as part of your message…an example.... FEATURES E.g. ‘Fully Recyclable Packaging’, ‘High Quality Ingredients’ BRAND VALUES E.g. ‘Kind to the environment’, ‘Premium’ BENEFITS E.g. ‘Reducing your impact on the environment’, ‘A little taste of luxury’ BRAND IDENTITY E.g. Communicating a set of associations using your maketing tools to reflect the features, benefits and values of the brand. + 

13. EXERCISE – please list 5 product features and 5 product benefits of your product with emphasis on health, nutrition, environment etc. FEATURESBENEFITS 1) 2) 3) 4) 5) 1) 2) 3) 4) 5) These are the foundation of your healthy food marketing message – use in all your communications – packaging, website, press releases.

14. “The best brands are built on great stories.” Ian Rowden, Chief Marketing Officer, Virgin Group Great marketing starts with a great brand

15. (particularly relevant to healthy food products) Your brand is an asset and should be treated as such. It is more than a name, it should make an emotional connection with the consumer and stay in their memory. A brand inspires customer confidence. It must prove its difference (why is this product better than competitor). IS AN EGG IS JUST AN EGG ?

16. Great marketing starts with a great brand... Branding examples that create differentiation & stand out. Put effort into your brand name - Happy is a very strong brand name. An egg is just not an egg!

17. It makes financial sense to build a great brand. Brand loyal customers Are less price sensitive Have more of an emotional connection to your business Increase sales revenue overtime – so you can maximise the life value of a customer Become Brand advocates – Get your customers talking about you to others. Are less costly to service.

18. BRANDING CASE STUDY HIRO by Roisin Hogan, Ireland Brand name: HIRO HIRO means abundant and generous in Japanese, which Roisin feels embodies her brand. Product: Range of noodles are made from the flour of the Asian Konjac vegetable! Features: Hiro is low in sugar, fat free, practically carbohydrate free. Benefits : “HIRO Noodles are “surprisingly filling”

19. ABOUT “HIRO by Rosin” is an exciting new range of delicious, fresh, unprocessed & convenient chilled meals. Always super healthy, super filling & super low in calories too. A real healthy HIRO How HIRO communicates its features/benefits. Pay careful attention to the wording and use of language - packed with features and benefits

20. Important to focus on the person behind the brand Roisin competed in front of millions on BBC1's The Apprentice, a popular UK entrepreneurial television show. Her personality and story are at the core of her brand. Again, look at the language she uses in her marketing material – it is passionate and connects with emotions. MEET ROISIN Roisin is an entrepreneur & serious food freak! Driven by a goat to eat well, look well & feel fabulous, without the fear of the scales, the HIRO by Roisin range was born. The Lesson? Successful brands will tap into emotion as a foundation for meaningful differentiation & authentic storytelling.

21. SAMENESS Your challenge is to rise above others and try to uncover how your business is superior from the others in your industry. Why do you deserve to get the customer over a similar business? These days, it simply isn’t enough to compete on product or price. Today, consumers are after something more. They look for substance and often buy with emotion. This means that you need to create a memorable MESSAGE (brand story) that stands above what you’re actually selling.

22. What is a Brand Story & why you need one? It is a blend how you came to be, what you’re passionate about (in this case healthy food), your business culture (in this case the ethics behind your business – environmental etc), how your product make people’s lives better and why your product is worth noticing. Good brands often have human traits that your targets might identify with. They have a strong emotional context. You want your customer targets to think ‘he/she is like me’ or ‘that’s how I think’.

23. What is a Brand Story & why you need one? Your story isn’t just what you tell people, it’s also what they believe about you based on the signals your brand sends. The brand story is a complete picture made up of facts, feelings and interpretations, everything you do, each element of your product, business or brand, from the ingredients you use, the way you prepare and present your product, your packaging and even your distribution is all part of your brand story and every element should reflect the truth about your brand back to your audience. More great information on brand stories at: http://thestoryoftelling.com/brand-story-services/http://thestoryoftelling.com/brand-story-services/

24. Your Brand Story The elements to create or capture your brand story… Start with your Personal Story: Your history, how you got started, the choices you made, were other characters involved? Your Passion Story: What you love and why you love what you do. The Personality Story: How people might experience your brand, the customer experience or your approach to the work. The Customer Story: What do you customers say about you? Employee Story: How employees explain the systems, the ‘feel’ or culture of the business One you have worked on your story, make sure you share same On your packaging, website, in your literature, in videos, through the emails you send out, events you sponsor, attend, speak at – in other words – everywhere !

25. EXERCISE Complete our Tell Your Story Workbook This exercise will help you to develop powerful marketing material which can be used across all your marketing

26. Some interesting brand names that stand out Note, the healthy drinks category is typcially very good at branding & packaging

27. Some interesting brand names Purearth & interesting approach to individual drinks names

28. Some interesting brand names that stand out Skinny Chef superfood sauce

29. Some interesting brand names that stand out Fitfuel – explains their passions DELICIOUS REAL DAIRY ICE CREAM With added whey protein to assist you to maintain & increase your strength levels Fitfuel has evolved from the intersection of three areas we are passionate about: FOOD, SPORTS & HEALTH

30. Stand Out Tips Need to sell YOUR personality - write in language real people understand. Get rid of the jargon. Make your sentences shorter. Add a touch of humour. Sound like you’re a human!

31. Focus on Your Message Be clear about your USP, your Unique Selling Proposition. This is the factor or reason that one product or service is different from and better than that of the competition. If you cannot pinpoint, explain or highlight what makes your business or product unique from your competitors, you won’t be able to target your marketing efforts successfully. What you need to do.... Analyse your competitors, their brand story, their marketing messages, their features and their benefits, now where can you excel ? Complete our USP assessment tool – here

32. Your Message What’s Your Niche? –A niche is a specialized part of a market for products or services. With a Healthy Food business, you are already working within a niche within the food industry. But you can specialize further. 7 Steps to Defining Your Niche Market –http://www.entrepreneur.com/article/240163http://www.entrepreneur.com/article/240163 Finding Your Niche in 20mins or Less, with 3 Simple Questions! –http://www.chrisducker.com/finding-your-niche/http://www.chrisducker.com/finding-your-niche/

33. Telling your story - the essential part of your marketing message. Key considerations:- Our brains process images 60 times faster than words – so use images or graphics http://seopresr.com/blog/how-to-improve-your-sales-emphsoatically-through-storytelling/ NEURAL COUPLING A story activates part in the brain that allow the listener to turn the story in to their own ideas and experience thanks to a process called neural coupling MIRRORING Listeners will not only experience the similar brain activity to each other, but also to the speaker. DOPAMINE The brain releases dopamine into system when it experiences an emotionally-charged event, making it easier to remember and with greater accuracy. CORTEX ACTIVITY When processing facts, two areas of the brain are activated (Broca’s and Wernicke’s area). A well-told story can engage many additional areas, including the motor cortex, sensory cortex and frontal cortex. HOW STORYTELLING AFFECTS THE BRAIN

34. CASE STUDY - Dr Coy’s Health Foods A chocolate bar that’s actually good for you while tasting nice might sound too good to be true but it has been developed by Irish company Dr Coy’s Health Foods and is available in shops around the country. The Dr Coy’s bars offer “tasty chocolate with health and nutritional benefits: they have lower effects on blood glucose levels, are high in fibre and vitamin E, and are gluten and lactose free”. http://www.drcoys.ie

35. “We appeal to customers who have a desire to eat healthily but do not necessarily have to for medical reasons – for example, 97 per cent of new gluten-free purchasers in the UK are not coeliac. Note they cite healthy eaters as their main target and not just the coeliac or gluten free purchasers. They use pricing as a key marketing tactic – “Many healthy snacks on the market are priced between €1.80 and €4.50 in health food stores. We have priced our bars at €2 and have found customers very receptive to this price point.” - company founder Alison StrohAlison Stroh CASE STUDY - Dr Coy’s Health Foods

36. BRINGING THE BRAND TO LIFE the importance of packaging

37. The Importance of Packaging If product packaging does not connect with the consumer, sales suffer. Whatever the reason — be it inconsistency, inferior materials, discoloration or damage — bad packaging impacts consumer decision making and devalues the quality of your brand and product. Packaging has a Functional role: Protecting goods from getting damaged or contaminated, prolonging your product’s shelf life and making sure the product doesn’t spoil. Legal role: It also houses legal requirements such as ingredients, weight, nutritional and allergy information. Standout: Packaging can be hugely effective in helping to cut through the visual clutter consumers are faced with, helping your product to gain shelf standout. Brand Building role: Your packaging needs to reflect what you are all about and tell your story.

38. Imagery appropriate to the target group – e.g.children

39. Strong promise in the brand name – use of word Honest….

40. Case Study – Good4U, Ireland 2004: Bernie Butler and daughter Michelle (certified dietician & nutritionist), discovered the ‘sprouting’ trend and developed a range of ‘Super Sprouts’ product - broccoli, clover, alfalfa and radish shoots.

41. Focus again on the “brand story”, people behind the brand

42. Functional & informative messaging…

43. Building a Brand > Backing up the benefits..

44. TIME TO START MARKETING Remember, our laundry comparison ?! Effective marketing... Constantly talks with the customer (not at the customer) – it is focused on meeting customer needs and solving problems Creative and engaging Consistent – not ‘stop start’ but you are always in active marketing mode Great marketing... ties everything you do together into something remarkable and memorable.

45. FOCUS ON CONTENT MARKETING Content marketing is about creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined target audience with the objective of driving profitable customer action. It is about providing content-driven experiences that are educational, entertaining or useful to your audience, but ultimately drive engagement, awareness and sales for your business. CALLS TO ACTION are at the heart of the approach.

46. CONTENT MARKETING in practice Content Marketing is about creating and sharing valuable free content to attract customers to your brand, and to turn customers into repeat buyers who are loyal to your brand. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you. There is a huge opportunity for innovative healthy food marketing using valuable content to build your brand and your customer base.

47. Who are you educating? Ideal customers? Potential target markets and market segments? Centres of Influence, e.g food media, food bloggers If using email marketing, how good is your database ? More later Who are you educating? Your Solutions (products and services)? Your Knowledge? Your Insights into the Industry you are involved in? Education is a powerful content marketing strategy

48. Where are you educating? Social media? Your website/blog? Through ezines ? Online via videos, webinars, podcasts? Why are you educating? To build credibility about you, your company or your solutions To differentiate you, your company, your solutions To gain competitive advantage Education is a powerful content marketing strategy

49. When you educate your customers about your products, they feel you are providing additional value for the price they pay. Use your skills, expertise and knowledge to assist the consumer. James Whelan Butchers have produced a series of easy to follow videos from their own master butchers to teach kitchen and cooking meat skills. Sharing your knowledge online is very effective in building your reputation – post personalised video on YouTube, FoodbuzzYouTubeFoodbuzz Produce a series of recipes featuring favourite local dishes and your producers Circulate these to your customers, add them to your website, Facebook page and through recipe sharing sites all over the web. Ask for feedback on how the customer got on. http://www.jameswhelanbutchers.com/info/category/video/

50. Education is a powerful content marketing strategy When are you educating? Daily? Weekly? Monthly? Continually? When sales go down? How are you educating? How interactive can you make the experience? Didactic (one way with no feedback loop)? Questions and Answers?

51. The 3 Most Persuasive Words in marketing 1.You - we become more engaged and even more trusting of a message in which our name appears. 2.Free – powerful but only use free when it makes sense, and only in the right context. 3Because - you have to remember that it all comes down to answering your customer’s #1 question - What’s in it for me?

52. Social Media - Mailing List & Newsletters Blogging and Articles - eBooks, Reports, White Papers InfographicsMemes VideosGuides Book ReviewsOpinion article/post How To article/postProduct Reviews ‘Top 10’ ListsLink Pages Case StudyPodcast InterviewOriginal Research/data http://www.quicksprout.com/wp-content/uploads/2015/09/15-Types-of-Content-That-Will-Drive- You-More-Traffic.pdf Types of CONTENT MARKETING, and it is mostly online...

53. Types of CONTENT MARKETING, and it is mostly online... All the ingredients for great content are around you! An impromptu video of your workshop/kitchen can be turned into a YouTube video. Prep work for a sales meeting/presentation can be transformed into a captivating industry insight Customer case studies can be turned into insightful blog posts Ask yourself, what questions are you asked most frequently by potential or current customers – then answer these. This will help you to make sure your content meets your customers’ needs

54. www.happypear.ie The Happy Pear have created a strong online community and a loyal following across their Social Media platforms and channels. Each week they release videos on The Happy Pear YouTube Channel and they’re also part of Jamie Oliver’s Food Tube family – the largest foodie community in Europe. Digital marketing is a huge part of what they do. BUILDING A COMMUNITY (tribe)

55. www.happypear.ie Social media platforms and channels including: Twitter – https://twitter.com/thehappypear Facebook – https://www.facebook.com/thehappypear Instagram – https://instagram.com/thehappypear Pinterest – https://www.pinterest.com/thehappypear Youtube – https://www.youtube.com/user/happypeargreystoneshttps://twitter.com/thehappypearhttps://www.facebook.com/thehappypearhttps://instagram.com/thehappypearhttps://www.pinterest.com/thehappypearhttps://www.youtube.com/user/happypeargreystones

56. www.happypear.ie Pop-up Subscription for Free Recipes (people love free recipes)

57. Digital Marketing (video) Video is the future of content marketing. It is entertaining and naturally engaging. In an age of information overload, good marketing content should be easy to digest so video is the best way to do this. VIDEO WORKS BECAUSE.... It Captures Attention Nothing beats creative video content to capture an audience. Quality, engaging video content is fantastic for brand awareness. The key is creating videos that are worth viewing and encourage a level of familiarity that helps to build a connection between the brand and the viewer. Make them feel like they are in your kitchen cooking with you, learning from you, laughing with you. Trust Videos show the human aspect. When real people, places and food appear in your videos it will help to gain the trust of the viewer. This trust will make the difference in helping to promote your healthy food message e.g. We’re local, fresh and care about our customers.

58. Digital Marketing (video) Easily Digestable The attention span of internet users is diminishing every year. They want to get to the point, fast! Videos are seeing a huge increase in usage, while their length is continuing to decrease. Audiences are far more likely to engage, embed, share and comment on video content than blogs or related social media posts. Mobile Phones Advances in technology are leaning more towards favouring the video marketer. For example, Facebook’s addition of autoplay. You are more likely to capture a customers attention on a mobile device. Smart phones are everywhere, take advantage of this effective way to reach potential and existing customers and share and promote your video. Improved Search Engine Optimisation Utilizing video and sharing on social media channels will increase your search optimization ranking,driving more unique users to your website.

59. Digital Marketing (video) Amazing Marketing Reach YouTube is the second largest search engine in the world. Google is naturally number 1 and Google owns YouTube. So by having your video onYouTube, your videos and content are appearing o n the two largest search engines on the internet. Using digital marketing will allow us to analyze and understand what is and isn’t working from our marketing campaign. You can monitor what is being viewed, how often, for how long, who is viewing it and where they are geographically.

60. Digital Marketing (Social Media) You know what Social Media is – Facebook, Twitter, Instagram, LinkedIn, Pinterest, Google+… but not sure where to start? A really good resource.. Getting Started With Social Media: A Resource Guide http://www.socialmediaexaminer.com/getting-started/ Includes articles on: –Facebook – Business Page, Mobile Apps, Resource Guide –Twitter – Getting Started, Twitter Cards, Campaign Reports –LinkedIn – Profile as a Marketing Tool, LinkedIn Ads –Google+ - for Visibility, Coolections, Analytics on the Dashboard –Pinterest – Boards, Promoted Pins, Analytics Tool –Instagram – Scheduling, Reources, Competitions Guide –Plus – Blogging, Video, Visual Content, and Podcasting

61. What is a hashtag # ? Before we get started on social media you need to know about Hashtags or #’s. Hashtags are used for the categorization of topics and conversations on social media and have the potential to be very valuable. What began on Twitter has now spread across all social media platforms And everywhere in between. A hashtag will make your content more accessible and viewable by anyone in an interest in the topic. So if you use #healthy food and #food every time you post across your social media pages then we are going to see a huge increase in numbers engaging with our message.

62. Let’s Start with Facebook Facebook is still the most popular social media website We have all used it is personally but it also a great space for businesses to create pages, photos, videos and links to other social media sites. It is a great resource in communicating with existing customers and targeting potential ones. FOCUS ON ENGAGEMENT & not just how make likes you have Facebook defines engagement in one way and one way only: fingers clicking specific buttons. There are 4 main ways fans engage - like it, leave a comment, share it with others, or click on a link. The more often your fans engage with you, the more often your posts will be pushed out into their News Feed.

63. Top Tips - Facebook Facebook changes very often! One of the best way of keeping up to speed is to follow the Facebook guide for business - www.facebook.com/businesswww.facebook.com/business Tip 1 Post Consistently Be consistent in the quality and types of posts you create. This will help people know what kinds of messages to expect from you and how they tie into your business. Tip 2 Target your Posts Depending on your goals, you may want to post something that will interest people in specific ages, genders or more. Target based on gender, interests, age, location and more. Tip 3 Keep post images & text fresh Post timely content – eg. coming up to Winter, highlight special health benefit recipes Vary content and images Respond quickly to comments on your posts to let fans know you're listening!

64. Top Tips - Facebook Tip 4 Boasted posts and Facebook Ads Facebook advertising provides you with the opportunity to really hone in on your target audience of healthy food consumers. It gives you the ability to target posts by gender, location, occupation, age, interests, hobbies and much more. * Boosted posts appear higher in News Feed, so there's a better chance your audience will see them. * Use link ads to drive people to your site, and include special codes they can use at checkout * Drive urgency with a time prompt like “free shipping, this weekend only” Tip 5 Connect with Pictures and Words Use high-quality photos that showcase your business or products, or lifestyle images of people enjoying your products. Keep your sentences short and instructive. NB – new Facebook rules - Avoid promotional phrases such as "buy now" and "shop now.

65. Top Tips - Facebook Tip 6 Use statistics to guide how you get the most out of Facebook Post engagement, such as the number of people your posts were shown to, likes, comments, shares and more People who like your Page and other demographic information, including their genders, ages and locations

66. Healthy food brands on Facebook www.facebook.com/GoodnessGrains Goodness Grains: Call to Action in Timeline Cover, Prominent Shop Links

67. www.facebook.com/MarysGoneCrackers Healthy food brands on Facebook Mary’s Gone Crackers: emphasis on strong brand values

68. Twitter Twitter is micro blogging in 140 characters It is very powerful in building community and trust Food media love Twitter – engage Share pictures videos, stories and links, getting involved in conservations, be interactive, Twitter is a conversation ! Promote others Use Tweetdeck or Hootsuite to help you to manage mentions and respond Build up a list of people ‘to follow’ based on mutual shared interests in healthy foods, dietary requirements, local artisan food etc.

69. Twitter Be Twitter Active Share videos, recipes and images. Ask questions. Show you are an expert in your healthy food area Do a live demonstration using twitter video. When you post content that doesn’t evoke a response don’t leave it at that. Continue communicating so that you build a relationship. It doesn’t always have to be about you. You can also engage in off topic issues so that you’re adding credibility Watch Others and Learn Twitter is a great way to track what others in your market place are doing. Look at other brands.... What makes them stand out? What is applicable to your sector and your business? Look at how they interact with their customers? What makes them interesting?

70. Top Tips Twitter Mentions – A mention is any Twitter update that contains "@username" anywhere in the body of the Tweet. https://twitter.com/mentions https://twitter.com/mentions Retweet – Retweeting is how you share interesting content on Twitter. Direct Connect – This is how you send a private message # Hash Tags – tag topics of interest to follow conversations of shared interest with people who you may not be following your or vice versa Lists- Twitter’s groups feature bunch together users to see what they are saying

71. Healthy food brands on Twitter @BradsRawFoods @BradsRawFoods great use of images!

72. Healthy food brands on Twitter @StriptSnacks@StriptSnacks showcasing brand advocates

73. Instagram Instagram is a powerful platform for creating visual content for your healthy food. It has some amazing and very easy to use photo editing tools. There are some great online tutorials that will show you the how to take the best Instagram: The Ultimate Guide To Instagram Video: Everything You Need To Know Food Photography: 7 Tips For Instagram

74. 4 Instagram Tips 1)Frame your image correctly. Use your phone camera app rather than the Instagram camera so you can take multiple shots. Make sure the image isn’t blurry and hold the camera as still as you can. Use the Top Down method. Get close to the food from the top down so that the food fills almost the entire frame and your food should generally be at the centre of the photo. 2)Adjust the contrast. This will basically make the dark colours darker and the whites whiter but it will also even out the image.

75. 4 Instagram Tips 3)Avoid filters Filters are excellent for landscape photography and for portraits but for food using the wrong filter can make the food look under or overcooked. Play around with the filters that are available and see while suits your image best but in some cases it may be best to avoid. 4)Video You can record short videos on your Instagram. Give your followers a little sneak preview to the finished product of a dish that you have created & link them back to your website, Facebook or blog for the full recipe.

76. -Healthy Food brands on Instagram wyldsson Key focus on clean eating, healthy messaging and imagery. www.instagram.com/wyldsson/

77. -Healthy Food brands on Instagram nobó Instagram Community (Integrated into their website) http://nobo.ie/community/

78. Blogging Blogs are a form of social media. Through social sharing, comments and engagement, blogs provide the basis for building a very targeted community. A blog is the part of a website that displays a writers’ articles based on own experience, observations, opinions You can use a blog only site Articles (or blog posts) are updated on an ongoing basis, listed in chronological order on your blog, and show dates of posts

79. Blogging Blogs support search optimization. Because of their structure, blogs are search friendly. You can enhance this by focusing each article on a specific keyword phrase and link to internal and external content. Blogs drive and support sales. Write blog posts about how to use your Products, then link them to your specific product pages to further the sales process The only thing blogging costs you: your time but can be very effective in establishing you as an authority in your area. Answer common questions with your content, providing industry specific information that your potential customers are interested in and searching for – Expert!

80. Blogging 1.Pick your Topic Carefully – choose something you know well – this is a very useful blog inspiration tool and title maker http://www.portent.com/tools/title-makerhttp://www.portent.com/tools/title-maker 2.Keep it Short and Sweet to start – aim for 200 to 250 words 3.Determine your Main Points – 3 or 4 is plenty Some excellent examples.... http://saucepankids.com/blog/

81. Blogging Resource eBook Did you know that nearly 40% of US companies use blogs for marketing purposes, and companies that blog have 55% more website visitors? Marketing data clearly shows that blogging is a critical piece of the inbound methodology and directly correlates to better business results. In this 83-page ebook, you'll learn: –How to find content to blog about –How to optimize your blog posts –How to promote your blog –How to measure your blog –Business blogging best practices http://offers.hubspot.com/an-introduction-to-business-blogging

82. Healthy food producer blog Nobó - tyb* mag* Treat Yourself Better TYB Magazine was launched by Nobó in late 2015 to share ideas, create a community and resource to help you live your best life. Their goal is to share inspiring ways to treat yourself better! 4 Blog Categories: EAT BETTER, WORK BETTER, LIVE BETTER, MOVE BETTER EAT BETTER WORK BETTER LIVE BETTER MOVE BETTER

83. Healthy food producer blog – Good4U http://www.good4u.co.uk/blog.html

84. http://www.nuanaturals.com/#!blog Healthy food producer blog – Nua Naturals

85. Healthy food producer blog Kinsale Bay Food Company http://kinsalebayfoodco.com/news

86. Email Marketing Email is a top way to build a customer base. –Everyone’s got an email address which they log into several times a day. –Most people with smart phones are signed into their email accounts 24/7 with push notifications enabled. –Email is much more personal, direct, and a reliable way to get in touch with most people. An email list is a personalised, targeted, purposeful, one-to-one network of people who are specifically interested in your business, that you retain full control of. Capturing customer, and potential customer, data is a priority Organising, filing, and safely storing the data is both a legal requirement and good business sense. The good news is – software makes it easy!

87. Email is a top way to build a customer base. –Everyone’s got an email address which they log into several times a day. –Most people with smart phones are signed into their email accounts 24/7 with push notifications enabled. –Email is much more personal, direct, and a reliable way to get in touch with most people. Email Marketing An email list is a personalised, targeted, purposeful, one- to-one network of people who are specifically interested in your business, that you retain full control of. Capturing customer, and potential customer, data is a priority Organising, filing, and safely storing the data is both a legal requirement and good business sense. The good news is – software makes it easy!

88. Email Marketing Sending a digital newsletter to your mailing list is a free, smart, effective and easy way to keep your business brand and your marketing message in front of your customers, and potential customers, on a regular basis. Software makes it easy, from data collection to design – e.g. www.Mailchimp.com is free for up to 2,000 subscribers. www.Mailchimp.com First you capture contact details (email, first name, last name at least) for any prospect or customer data you have access to. Then (this is the legal requirement) you send them ONE email explaining who you are and asking them if they want to subscribe to your mailing list, with a link to subscribe. You also place a subscription form on your website, and link it on any social media profiles you have, asking people to sign up.

89. Email Marketing When you have a list that is legally compliant you can start to send them a regular newsletter – it doesn’t matter if it’s 5 subscriptions, 500 or 5,000 – these are people who WANT to hear about your business. Study the Best Practices for Building a List here: http://kb.mailchimp.com/accounts/compliance-tips/best-practices-for- building-a-list http://kb.mailchimp.com/accounts/compliance-tips/best-practices-for- building-a-list What you put in your newsletter depends on your business – it should tell your Brand Story, speaking directly to your Customer Avatar – this is where you’ll be glad you put the work in there! Getting Started with Mailchimp is here: http://kb.mailchimp.com/accounts/account-setup/getting-started-with- mailchimp http://kb.mailchimp.com/accounts/account-setup/getting-started-with- mailchimp You can figure out the Mailchimp Fundamentals here: http://kb.mailchimp.com/accounts/account-setup/mailchimp-fundamentals http://kb.mailchimp.com/accounts/account-setup/mailchimp-fundamentals

90. www.mailchimp.com/resources/ Rookie MistakesGetting Started

91. http://www.jameswhelanbutchers.com/info/about-us/newsletter/ Healthy food email – Incentivised Sign Up

92. eBooks & Reports Delivering a free report, or even better, an ebook, to gather your audience contact information is a tried and tested content marketing tool that’s used by all the best marketers. It establishes your company as a thought leader – Expert! Offers a comprehensive way to make a business case Creates launching pad for a host of other marketing content Delivers engaging branded information to target audience Helps with search engine optimization (SEO) because content is searchable Provides user friendly content to a searcher on her own terms and in her own time frame Captures target prospect when they are most primed to buy - when registering for the download.

93. eBooks & Reports Reports are usually short PDF downloads, such as ‘Top 10 Tips for Healthy Eating’, or ‘How To Get Your Kids to Eat Greens’ White Papers are longer, more formal reports, often packed with research data, and a more academic authoritarian tone. How to Create an eBook From Start to Finish, with 18 Free eBook Templates, from Hubspot: http://blog.hubspot.com/marketing/how-to-create-ebooks-free-templates-ht

94. Bringing it all Together Proper planning is essential to business success, and the terms plan and strategy are often used interchangeably. Your Marketing plan should be a part of the overall business plan for turning an idea into profit, the hows and whys generally. Your Marketing Strategy is then free to very goal specific within that again, and will usually run from year to year. Your annual marketing strategy should contain: –Specific actions and events that are planned –Proposed budget and financial information –Calendar system that can be synchronized between team –Active monthly task lists, with clearly defined personal responsibility to ensure time allocation and management –Monthly reporting, meeting, and goal assessment.

95. Content Marketing Calendar It makes sense for every smart business to release timely, fresh, and relevant content as part of the overall marketing strategy. Resource: How to Build Your Content Marketing Calendar Includes free template to download, and instructions for use… http://www.writeireland.com/blog/how-to-build-your-content-marketing-calendar