artisan food dot com for chicago 29 jan

Growing Artizone.com’s Chicago Presence: Analysis and Ideas

J.B. Davis

29 January 2013

§  ANALYSIS §  IDEAS

ANALYSIS: Chicago Joined NYC and SF As Top 3 Food Town

ANALYSIS: High End Spots Receive National Recognition

ANALYSIS: Places Have Evolved Comfort Food Into High Art

ANALYSIS: Traditional Specialty Shops Joined By New Players

ANALYSIS: “Ethnic” Spots As Good As “Fancy” Places

ANALYSIS: Upscale “Big 3” Upended Middle-Focused Grocers

ANALYSIS: CSA and Farmers’ Markets Have Flourished

ANALYSIS: And CSA / Market / Organic / Health Blurred

ANALYSIS: Peapod Has Kept (Modest) Presence

ANALYSIS: Suburbs Gained Ethnic / Foodie Access

ANALYSIS: And, Of Course, Chicagoans Can Always Use Web

ANALYSIS: Ample Forums Emerged To Learn and Engage

ANALYSIS: Bottom Line, Great Place For Great Food

IDEA 1: Continue Understanding Drivers and Challenges

Functional Benefits? §  Healthier §  Tastier

Emotional Benefits? §  Real §  Timeless §  Prestigious §  Trendy

Category Challenges? §  Costlier §  Convenience §  Special Occasions §  What Is “Artisan”?

Operational Challenges? §  Even If Volume Lowers

Fixed Food Costs, Can Marginal Delivery Ever Be Brought Down?

IDEA 2: Continue Understanding Category Guardrails

Ar#san  Is…  Organic  

CSA  

Healthy  

Farmers  

IDEA 3: Identify Targets, Ignore Everyone Else

Frances Farmers

Wants Local

Nell North Shore

Wants The Best

Cary Conscious

Wants Healthy

Ben Busy

Wants Solutions

IDEA 3: Identify Targets, Ignore Everyone Else

Frances Farmers

Wants Local

Nell North Shore

Wants The Best

Cary Conscious

Wants Healthy

Ben Busy

Wants Solutions

IDEA 4: Determine Points of Parity and Difference…

IDEA 4: …But High Delivery $ Probably Offset Range of Benefits

IDEA 5: So It’s Essential To Identify A “Big Idea” [Not Tag]

Artizone.com Connected.

IDEA 6: Breakthrough Clutter By Creating Unique Voice

Artizone.com Connected.

Connected To Real People

Partner w/ Artisans to Create Social

Media Content To (a) Establish Authenticity (Key In Midwest), (b) Create More Intimacy (Key For

Luxury-Like Items), and (c) Wisely Utilize Finite Resources

IDEA 7: Breakthrough Clutter By Creating Unique Voice

Artizone.com Connected.

Connected To Real People

Further Support That Voice with Highly Personal (Quirky?) Copy That Romances The Products –

With Selling Almost As An Afterthought

Artizone.com Connected.

Connected To Real Places

Without Creating Physical

Footprint, Give Brand Sense of Place By (a) Sponsoring Trips to

Artisans, (b) Over Long-Term Sponsoring Food-Related Trips (e.g., REI As Lifestyle Brand), (c) Sponsoring On-Brand Festivals / Events (Pitchfork Music Festival?

Port Clinton Arts Festival?), and (d) If Permitting Permits, Sponsor

Multi-Artisan Food Truck

IDEA 8: Aspire To Be “Bricks and Chicks” (e.g., Farms) Brand

Artizone.com Connected.

Connected To Real Lives

The Inexorable Rise Of Mobile Has Created A New Table Stake, That

Much More So For Assumed Targets

IDEA 9: Become A Mobile Brand, Fast

Artizone.com Connected.

Connected To Real Lifestyles

Having Identified Your Targets, Use Social Media Listening, Customer Feedback, and Advisory Panels to Drive New SKUs and Value-Add

Services

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Expand SEO Efforts (e.g., Not Just “Artisan Food Chicago” But

“Artisan Cheese Chicago” and “Artisan Bread Chicago”)

IDEA 10: Become Intimate With Your Customers

Artizone.com Connected.

Connected To Real Tastes

Food Lovers Trek All Over

Chicago’s Neighborhoods For “Ethnic” Food – So Widening the SKUs Would Accommodate Their

Tastes

IDEA 11: Expand Your Reach

Artizone.com Connected.

Connected To Real Expectations

Because Expectations From 1 Category Carry Over to Other Categories, Institute One Call Resolution and Free Returns

IDEA 12: Make Convenience An Emotional Benefit

IDEA 13: Based On Targets, Tap Into Existing Conversations

Artizone.com Connected.

Food Sites? Community Papers? Law Journals?

IDEA 14: Take A Stand On Fair Pricing

Artizone.com Connected.

Connected To Real Beliefs

Though EDLP Might Be Impossible,

Consider EDFP – Everyday Fair Price – An Idea Demonstrating

Support For Artisans While Creating Customer Transparency

IDEA 15: Take A Stand On Beliefs

Artizone.com Connected.

Connected To Real Beliefs

Deepen Connections (To Vendors and Customers) By Supporting

Your Artisans – and Possibly Broader Group – Via Scholarships

etc.

Thank you.