3. Marketing and Branding for Local
Products
#Choselocal
@GoodFoodFestChi
#GoodFoodFestChi
Its not as easy as slapping a logo
on a product
4. Your BRAND is not a
logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
5. Build Authority
Build Affinity
Build Trust
…in your Brand
There’s one big problem
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
6. WE ALL WANT THE SAME GUY!
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
12. GOOD NEWS: YOU CAN BEAT BIG
BRANDS ON A LOCAL LEVEL.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
13. What you think you
sell, is not always
what your customers
are buying from you.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
21. Morning rush hour
Our morning commute is always slow
“A Cattle Ranch - One hour from
the Sears Tower”
ONE HOUR AWAY
and BACKED UP
IN TRAFFIC
AGAIN!
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
30. Your BRAND is not a
logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
31. How to get started?
Cannonball off the High Dive!
32. 90% of Life is just showing up!
- Woody Allen
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
33.
34. You Are Your Brand.
@markwilhelms
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redmeatmarket.com
mark@redmeatmarket.com
35. You Are Your Brand.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
39. A logo is an icon, symbol,
or brand mark.
Let it evolve.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
40. June 2012 October 2012 Jan 2013 Oct 2013
A logo is an icon, symbol,
or brand mark.
Evolve or Die.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
41. Your BRAND is not a
logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
42. Your Website is the
destination
You are who Google says you are
… and maybe Bing/Yahoo, but not yet
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
43. The Job of a Brand Marketer
is to create action
1. Sign up –Cause Marketing
2. Attend – Event Marketing
3. Buy – Sales Marketing
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
68. Weak Brand you
have a Weak
Product BUT if
you have a Weak
Product and a
strong Brand?
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
69. Branding enhances
the experience but
you still need to
EXECUTE an amazing
product or service
that delights
customers.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
70. Research
Who is your target
Who is your competitor?
What makes you unique?
What are you good at?
Why should I believe you?
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
71. BRAND channels
1. Packaging – Store Shelves
2. Word of Mouth – TV, Radio, Events
3. Digital – Website, Print,
PPC,SEO,Email Mkt
4. Video
5. Social Media – connect, share,
influence
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
72. Track, Adjust, Adapt
Listen to the market ….
Don’t be afraid to
Morph!
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
73. Have Fun!
You’re living the dream!
Reinventyourself and
others.
Worklike you’ve never
worked in your life! @markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
74. Your BRAND is not a logo.
It is an experience
that lives in your
customer’s gut.
@markwilhelms
fb:redmeatmarket
redmeatmarket.com
mark@redmeatmarket.com
President of Drumbeat Digital, Founder of Red Meat Market - Digital Geek,
Entrepreneur, Dad, Musician, Composer, Jazz Freak, Flyfisherman, Cowboy, Cigar
smoker, Scotch drinker and addicted to Red Wine, Food and Friends.
Notas do Editor
Engaging, clear call to action (shop for good food)
Straight-forward. Guided.
Local Love highlighted on “The Good Food Shop” landing page
Recipes and meal planning in the Kitchen with options to add to meal plan, bookmark, or print. Can also mark that you’ve made this and see how many people have planned it for the week and bookmarked it. Ingredients list connects to your shopping cart to show you what you already have in your cart.
One-stop shop for all of our local products
Easy access to help
Ability to tailor the experience to personal preference/needs
Recommendations and relevant recipes
Interactive
“Local Love” webpage and Producer Spotlight
Local farm boxes available from July to early October