As 2023 approaches, there is no better time to ensure marketing activity is aligned and ready to roll out in the new year.

Planning for the year ahead is a great opportunity to take stock of this year’s activity, reflecting on the successes of 2022 and opportunities for the new year. To help maximise opportunities and get the best results, here’s is a snapshot of how best to plan annual marketing for foodservice brands.

Trade shows and events

Presence at industry events is vital to ensure your name and brand are out there ready for potential new customers to engage with, and also to solidify existing relationships. Make the most of time at events by securing speaker opportunities, sit in on roundtables, and reach out to set up meetings with those you are looking to engage with. Factor key event and show dates into your marketing plan and make sure you take photos for social media and other marketing content purposes while you’re there.

Awards

Whether you are shortlisted or you go all the way and win, awards are a great way to add credibility to your brand’s offering and showcase your best work. It can generate new leads and build on existing relationships, can lead to positive PR, and be utilised in owned content too, like blog posts, social media and newsletters etc.

Remember that industry bodies that run awards often have their own content planned, so liaise with the marketing lead to check your brand is included in any press releases or other content because it’s important to secure a fair share of voice for your brand.

Forward features lists

Most trade media release their forward features lists in Q4 and the majority can be found on a publication’s website or by contacting the marketing manager or editorial team. I’m busy going through this process for clients as we speak. Once you have gathered the relevant lists, sift through them to find suitable feature topics and factor these into your marketing plans as comment or feature opportunities.

Publications have varying lead times. Some plan content months in advance, so check
deadlines and allow plenty of time for internal approvals and to submit content.

Calendar dates

To make your content more relevant, use calendar dates to ‘hook’ your brand onto a trend or theme. For example, a coffee brand should incorporate marketing activity around UK Coffee Week (17-23 October), whether that’s a video series, newsletter, blog post, or social media posts. Factor in relevant calendar dates throughout your marketing plan as content or bigger campaigns and capitalise on them, because more people will actively engage with your content when it’s relevant to.

Similarly, you can use national food and drink days to promote your foodservice business through social media, whether that’s piggy-backing on a trending hashtag, or planning ahead to create a series of engaging social posts showcasing your business.

Comments and media quotes

‘Stick to what you know’ is something to keep in mind when planning marketing activity or offering comment or quotes to press. Media are always looking for strong, data-led comments from experts, as these are credible and add weight to a viewpoint. Plan ahead by having a bank of approved quotes ready to use and keep an eye on the news to see where your brand can have impact. Utilise these in your marketing plans too as this will showcase your expertise. Your PR team will be able to advise on suitable topics and draft the relevant content.

Utilise your team

Take a look at your team to see if their expertise can be used for marketing purposes. If you have a sustainability director in your company, for example, can they front a video series on food sustainability in emerging markets for social media? Can they comment on the next trend in sustainable foods for trade press, or offer insight into sustainable food production for a webinar? Work with your team to draw out topics and spokespeople that can be included in your marketing plan.

How can foodservice PR help?

A quality PR service offers a high return on investment and increased profile when you need it most, helping foodservice brands to win new business just when it is truly needed. Our B2B campaigns are customised to meet individual business needs and planned to perfection to deliver meaningful results. Can you afford not to discuss the opportunities? Connect with me on LinkedIn or get in touch to see to how Proactive can help.