October 25, 2020  
 
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Marketing a Food Service Industrial Business

The value and earning capacity of a food service industrial business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

Sales, profitability, market share -- the things that matter most to business owners all come down to how well you market your brand and products.

The marketplace is constantly shifting to accommodate consumer demand and that means businesses need to adapt their marketing requirements accordingly. More than ever before, foundational marketing concepts have become the bedrock upon which successful marketing strategies are constructed.

Measurement & Evaluation

With a little more attention to details, food service industrial businesses can achieve greater returns from their marketing initiatives. However, there are no substitutes for measurement and evaluation mechanisms. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Technology plays a role in marketing measurements, so food service industrial businesses often choose to consult with professional marketers for assessment tools and strategic insights.

Newsletters

Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. These days, food service industrial businesses rely on newsletters as cornerstones of a deliberate PR and marketing strategy, combining print and online distribution channels.

Hiring A Marketing Firm

Sooner or later, most food service industrial business owners consider outsourcing their promotional and advertising functions to a professional marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your food service industrial business, the first thing to look for is marketing experience. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.

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