Actionable ways to drive impact without a full-scale overhaul.
In an ever-expanding away from home landscape, snagging low-hanging fruit as you grow can lead to meaningful results. Whether you’re looking to energize your sales team, sharpen your brand’s culinary relevance, or better equip your digital presence, here are seven quick wins that are ripe for the picking.
1. Optimize sell sheets and distributor training materials.
Put a critical eye on your current content. Consider refreshing photography, updating data/trend insights, and creating segment-specific versions that speak to the unique needs of each buyer. Experiment with new selling language that gets right to your brand’s ownable market position.
2. Capture new photo and video assets.
Custom photography and video content can instantly demonstrate to an operator that your brand takes foodservice seriously. Seek opportunities to move away from used and re-used photos and stock images and create new assets that highlight unique menu applications, trend-forward tips, back-of-house usage, and virtual cutting demos.
3. Develop new culinary content.
Start with a renewed look at your brand’s Culinary POV, and work to develop new recipes, LTO concepts, usage tips, and application guidelines to help showcase your product’s utility in the kitchen and cross-daypart versatility.
4. Improve first party data.
Audit and organize your existing customer/prospect database and consider bolstering through a list purchasing service. Not only is better first party data a must for direct email outreach and nurturing efforts, but you can feed it into existing and future paid ad campaigns for direct targeting and lookalike modeling to improve campaign performance.
5. Adapt sales enablement content for your website.
If your brand is lacking a robust foodservice presence online and you don’t know where to start, turn to your hardest-working sales content. This isn’t about simply adding downloadable PDFs to your site but transforming traditionally static content for a digital experience. For a longer-term win, consider a dedicated foodservice site to underscore the brand’s commitment to its away from home audience.
6. Collect operator testimonials and scrappy UGC.
Engage your sales team and broker partners to collect testimonials from your biggest operator fans. Go a step further and incentivize these customers to capture scrappy photo and video content that can be repurposed in sales presentations, as social content, and in ad campaigns.
7. Uncover new, ownable insights.
Research doesn’t always need to come in the form of a robust study with a large sample size. Look internally for subject matter expertise, interview sales leaders and task them with feedback loops, conduct more nimble qualitative surveys with customers and prospects – any way to rally more ownable insights that support your pitch.
