builing brands in the artisan economy
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Lisa Donoughe's presentation to the Provender Alliance.TRANSCRIPT
Foodie nation
Age of authenticity
How do you cut through the clutter?
Subscribers as of September 2012
74,467,000 subscribers
The food section on Technorati includes 17,131 blogs!
LocalHarvest.org“LocalHarvest was founded in 1998, and is now the number one informational resource for the Buy Local movement and the top place on the Internet where people find information on direct marketing family farms. …Our website and those of our partners serve about three and a half million page views per month to the public interested in buying food from family farms.”
Source: http://www.wineinstitute.org/resources/statistics/article639
Source: http://www.brewersassociation.org/pages/business-tools/craft-brewing-statistics/number-of-breweries
Elliot Ranch Lamb
Marin Sun Farms Grass-fed Beef Tenderloin
Becker Lane Farm Pork Chops
Liberty Farm Duck Breast
Chez Panisse, Berkeley CA
1 Night, 1 Dinner Menu, 13 References to Provenance
Paine Farm Squab
New York Times, July 7, 2009
Young Idols with Cleavers Rule the Stage“Now there is a new kind of star on the food scene: young butchers. With their swinging scabbards, muscled forearms and constant proximity to flesh, butchers have the raw, emotional appeal of an indie band. They turn death into life, in the form of a really good skirt steak.”
Adam Tiberio at work in Massachusetts.Jodi Hilton for The New York Times
New York Times, June 16, 2010
Using Meat Mainly for FlavorMark Bittman, The Minimalist, New York Times, June 11, 2010
“Since I began eating more plants and less meat, I’ve experimented with
using small amounts of meat in ways the exploit its flavor with out making it
central to the dish…”
Despite the recession and the relative lack of income for the young millennial generation, they still are willing to spend on organic. They truly put their money where their mouths are.18-34 year-olds make up 45% of organic products purchasers.
2010 The Hartman Group Organic & Natural Study
Broke, but still organic
Serious food safety scares have fostered a need to track food from source to market. This traceability – which also means accountability – is now part of a broader branding trend.
Hungering for accountability
Shepherd’s Grain Wheat Cooperative“Producer Spotlight” section on this website allows end-user to enter Julian date from bag into website to get name of producer. They qualify this tracking system as being “for information and education purposes only”
A few people even think provenance is worth fighting over.
Grubstreet.com, New York, May 18, 2010
Locavores Gone Loco: Chef Arrested After Brawl Over Pig Sourcing“In Portland OR, Oyster House chef Eric Bechard got into a fistfight with Cochon555 founder Brady Lowe – apparently because he was unhappy that a pig from outside of the Oregon (from Iowa, to be exact) won the Cochon 555 competition there.”
Principles of Good PR
Seeing the big picture is important, but details creep into your
consciousness.
The color of your walls, the paper you choose, the kind of salt you serve, the
five little words of your Tagline – all the small details that signal so much:
Good Taste – Your Unique Personality – Thought Leadership – Newsworthiness
Ability to Execute on a Concept – Cohesiveness of your Vision
Every aspect of your story should be built on truth, but sometimes the
best way to tell that story is by scratching through the facts to find the part that
speaks to your psyche, the emotional truth.
Honesty – sometimes brutal honesty – is key to building trust, credibility and
authority with media and other communication partners. And sometimes being
honest means not promoting yourself.
It can be wise to say “no” in the short-term as that can lead to more “yes” over
the long run.
If you love your work, your instinct is to tell the big, all-encompassing story about
your company. But “all about” is too much information for anyone to get their arms around –
there are no sharps edges to grab onto, and no way to go deep. A story that’s about
everything is ultimately about nothing… other than self-promotion.
You must hone your story into specific, compelling, and newsworthy nuggets. When done
right, these small elements speak volumes – they show rather than tell –
About your brand as a whole.
Relying only on “news” to get people talking means you’re relying on
novelty instead of substance. But there are other ways to find fascinating,
newsworthy themes and features about your brand – if you’re curious and you
know how to connect with consumer’s areas of interest.
Creating experiences and messages that link the best of your brand with your
customers through valid engagement is more powerful than a million new
products.
Even in a crowded field, there’s always a way to find your own unique
position and use it strategically. Beer, wine, spirits and food companies move
their products from run-of-the-mill mainstream status to sought-after premium
brands by embracing the authenticity of their brands and then communicating
that effectively to the correct audience. Like the rest of the world, the food world
needs biodiversity. Your uniqueness is the way to supply that.
Media Relations—How does it work?
What makes a story?
How do national media find ideas?
What is realistic?
What makes a story?
A ―hook‖–Not just ―what,‖ but ―what about it?‖
Currency and context–Why this story, why now?
A solution for the editor–How can the story fit the format
How do national media find ideas?
Contacts—constant connection–Trusted sources, such as
Experts/chefs/business owners
Freelance writers
Other editors
Watershed/media relations experts
How do you become a trusted source?
Take advantage of any connections
Read, look, listen and share
Get to know their column, what they cover, what they look for, provide information
Direct message/Linkedin editors good ideas
Don‘t over communicate
Think of serving the reader or the editor‘s audience not your business
What is realistic in media relations?
Never a guarantee
No ―quid pro quo‖ or ―pay to play‖
Many factors beyond scope of control– Editorial plans
– Ad budgets, magazine sizes
– Constantly changing goals/staff at publications
Be patient, be flexible
There are infinite parameters that go into confirming a press opportunity, may that may seem completely random.
– Editors might come back to you multiple times with edits/changes/questions/new requests.
– If you are not willing to roll with the punches, you might lose the opportunity
– This sometimes requires extreme patience
The ‗Big Idea‘
Think of the media as your clients
Serve their needs/viewers/readers/visitors
You don‘t have to be new to create news
Create a media showcase that‘s extraordinary and filled with great ideas
Create an emotionally engaging event or program that connects to your business
Life of a Pig Blog
Create an interesting event series or a cool dish or menu that is only available one day of the week or at a specific time
Become an educator
Biodynamic Bootcamp
Southpark Wine Guide
Bring people into your story
Nancy‘s Yogurt—give tours, talk to people
Oregon Brewer‘s Guild—tours of the hop fields, yeast labs, water source, malt processor
Smart TargetingChoose targets and leverage relationships wisely for efficiency and effectiveness
The FeastAudience: 35,492
Eater Chicago Audience: 2,000,000
NBC ChicagoAudience: 392,214
Steve
Dolinsky TweetFollowers: 6,074
How do you start?
Written tools—what‘s your story?
Invest in photography
Create an interesting website and update it regularly with content
Create video content and upload on a YouTube Channel
Answer the core question: Why should I care?
Thank you!
Lisa Donoughe,Watershed
Portland & Brooklyn
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503 – 869- 2337 cell