To reach and engage customer executives in marketing, R&D and product development.
Focus on applications.
Present the value your ingredient can bring to an end product. Focusing on applications can help you engage a more targeted audience—such as those in R&D and marketing—by helping them visualize what your ingredient can do for their products.
For its new Web site, 21st Century Grain wanted to engage an audience beyond purchasing. Anderson Partners recommended featuring finished application photos, such as bars and tortillas, rather than photos of the actual raw ingredient.
These photos, as well as a product listing by application on the Web site, expands the user's understanding of the breadth of ingredient offerings and versatility of the product.
Anderson Partners routinely highlights opportunities for our clients by researching, developing and analyzing best practices. Each year, we review food ingredient marketing communications industry-wide—trade pub articles, online activity, national trends, trade shows, published and syndicated research reports, and more—to uncover industry best practices.