If there is one thing that Millennials and Gen Z might like more than instagramming their food, its eating those foods at festivals (and then instagramming it later). Food festivals are hot ticket items right now, as they allow people to enjoy a curated plethora of delicious products, dishes, and bites without doing any work on their end. It is the perfect melting pot for foodies, those who enjoy a great meal, and people just testing out the culinary waters.
But in a world filled with festivals, how do you reach consumers at events like these and make them really understand your brand? It’s easy to fall into the shuffle of being just another booth, in a million booths.
Here are a few small tricks that can help you and your brand optimize food festivals, and the engagement you get with consumers.But in a world filled with festivals, how do you reach consumers at events like these and make them really understand your brand? It’s easy to fall into the shuffle of being just another booth, in a million booths.Click To Tweet
Have a story to tell:
Modern day consumers, particularly the millennial, love brands that have a purpose and story behind them. They want to know and understand where their favorite food comes from, how it was made, and why they should purchase it. The best way to hook a consumer at events like this is to have a meaningful story to tell about the product, and marketing it well. Whether that product has a specialty curing process, or is biodynamic, it excites this generation of food consumers.
Making the story of the product the main story you tell consumers allows them to connect to the product beyond a sample at a booth and highlights what makes your brand uniquely special.
Engage the consumers:
Who doesn’t like free swag? While this might seem like a moot point, consumers love free things. It’s a rite of passage to leave an event like food festivals stock full of fun goodies. But just like falling into the trap of becoming one in a sea of millions, it’s important to stand out from the rest. It could be hosting a photobooth at the festival or handing out specialty printed shirts or bags. Giving out items that are customized beyond the point of a simple logo allows the consumer to feel like they are getting something special, making them more willing to engage to get it.
Lock the consumer in:
Have an amazing product, and produced some killer swag? Sure, go ahead and give it out for free, but make sure you’re getting something in return. You’ve hooked the consumer but it’s time to lock them in. Having a quick survey card or a newsletter sign up card readily available in exchange for your awesome swag is a simple way to make sure that you’re getting the biggest bang for the buck. The key is to make sure you’re keeping it short, sweet and to the point. They might be willing to bubble in a few questions, but anything more than that and it might scare them away.
Food festivals are a great way to engage with consumers on a level that simply isn’t reachable through social media, websites, or emails. Getting them face-to-face with the product, and the brand’s key messages is the best way to make them a believer in whatever you’re selling. Throw in some fun swag (and get them to sign up for your monthly newsletter)—and it’s all just icing on the cake.
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