Marketing: Part of Your Export Strategy
As an F&B export brand, you’ll have to work a little harder to stand out against more established brands when you first launch into your new market. Combining above the line marketing with in-store activity will give you a competitive advantage and help you hit those sales targets.
Here’s four reasons why in-country marketing needs to be part of your export strategy:
1. Tell Your Story
If your packaging is on point, product origin and attractive labelling will convey a short story to consumers which supports a price premium (by nature, imported products tend to be more expensive than domestically produced competitors) but if you really want to get your sales moving, you can’t rely on good packaging alone.
To attract consumers and keep them coming back for more, you need to be able to tell the full story behind the brand. What are the compelling reasons to buy? What are the unique features and benefits of your product? Where are the ingredients sourced, and how best is your product enjoyed?
2. Build Advocacy
As sales commence, building advocacy is key to growing market share. Engaging with your target audience will build a community who are more likely to become repeat customers and refer your product to their networks.
3. Gain Feedback
Having your own above the line marketing channels provide direct contact with your customers, allowing you to control messaging and obtain feedback to inform future strategy.
4. Stay on the Shelf
You’ve invested a lot of time and money to export your goods into a new market, therefore every effort should be made to ensure your export business reaches its full potential.
Targeting your audience with above the line marketing activities such as digital marketing will go a long way to develop hype around your product and create interest before potential customers have even stepped foot inside the supermarket.
Need help with your in-country marketing? Learn more about our market activation programs to see how we can support your new product launch.