artisan food dot com for chicago 29 jan
DESCRIPTION
Didn't get the job, but wrote one hell of a deck.TRANSCRIPT
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
----------------------------------------
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.