content marketing

Taking a pause on foodservice marketing research

Broad foodservice marketing research studies make skeptics like me to pause — especially when it comes predicting buying behavior in a B2B industries like ours. It gets harder to believe each day that you can reduce all foodservice operators down to a few common characteristics from which you bank a marketing plan around. Every conversation […]

Training is the new marketing in foodservice

Ben Franklin said it best… “Tell me and I forget, teach me and I may remember, involve me and I learn.”  When you think about foodservice being a relationship business, having a well-informed sales force becomes the most cost-effective marketing for brands, brokers and distributors. Following Ben Franklin’s adage… training on the street level involves […]

What foodservice marketers can learn from TV reruns

  One of my clients recently had the brilliant suggestion that we should revisit old content we created over the years.  The simple thought was new website visitors come and go.  Why not dust off and update older posts, podcasts and videos to expose new audiences to the original content? Hey, it works for TV […]

The #1 rule foodservice product marketers ignore most

One of the puzzling aspects of most foodservice product marketing initiatives I come across is how few manufacturers don’t follow the #1 rule for content marketing. Effective content must reflect your customers’ perspective… not your brand’s angle! But chest-beating continues to thrive among many food brands.  These brands love to talk about themselves.  Or, even […]

Still marketing to chefs? Think again.

First, let me state I’m in awe of the classically trained chefs I’ve worked with over the years.  Heck, some are good friends. But as food marketers, we often focus messages at chefs with the idea they represent the bulk of buyers for foodservice products. They don’t.  For every university-level trained chef, there are probably […]