Marketing & Foodservice Insights as Businesses Reopen

I came across these interesting news items for small businesses as their owners begin the reopening process.

Without a doubt, all businesses need marketing in order to reach their customers and prospects. However, if you decide to select a spokesperson for your product make sure that you vet your candidate before you put him or her in front of a camera or on an advertisement.

Business owners select a marketing spokesperson because his or her positive notoriety will reach a receptive audience with an effective message about your product and company.

What makes a good spokesperson? They must be knowledgeable and conversant on script as well as off script. An effective spokesperson must have a wide knowledge of the product, issue or organization that he or she represents. An effective spokesperson will approach every media event or interview with a plan that you have created.

The spokesperson plays an important role in getting information about the organization and its product out to the public while you control the flow of that information. He or she works closely with brand managers and public relations professionals to craft statements and press releases, ensuring that information is relevant and timely.

At least that’s the theory.

But be careful because everything can abruptly turn south and cost you money as UEFA sponsor Coca-Cola learned during the European soccer championships in early June. The inadvertent culprit was Portuguese soccer superstar Cristiano Ronaldo, a well-known health enthusiast, who wasn’t even a spokesperson.

At a press conference during the tournament on June 14, Ronaldo visibly pushed two Coke bottles away from his spot at a table before taking questions in Budapest, ahead of a Group F game against Hungary. The Portuguese team captain then held up a bottle of water and touted it as the better alternative. “Beba agua!” he intoned in Portuguese. “Drink water!”

Coca-Cola’s market value sharply plunged by about $4 billion in what was deemed a dive that coincided with Ronaldo snubbing the Euro 2020 sponsor during a press conference at the tournament. Its stock price dipped by 1.6% almost immediately after the gesture, according to Business Insider and Reuters. That dropped its overall market value to $238 billion from $242 billion.

Ronaldo also boasts the most popular Instagram account on the planet, with more than 311 million followers and words count – especially celebrities’ words and gestures.

French star Paul Pogba also sparked an uproar by removing a bottle of Heineken, a tournament sponsor, from the table at another news conference the next day. Pogba is a practicing Muslim who does not drink alcohol. I couldn’t find a dollar figure for the snub.

Be careful who you choose as your spokesperson and make sure you precisely instruct him or her what can be done and said while under contract.

Foodservice

With small and large restaurateurs returning to their operations, they must be prepared for a wide range of possible situations from pricing, customer interest, health and safety. As a former editor of a publication for foodservice distributors, I know every well their value to their operator-customers. Consequently, if you have questions about the menu, products, pricing, etc., turn to your distributor sales rep or marketing association for guidance and answers.

One such national organization, Legacy Foodservice Alliance, Glen Allen, VA, has been on the forefront of helping operator-members via its StreetWise® since its launch in 2010.

Using hands-on events featuring mentoring, seminars, and interactive demonstrations, as well as online resources, StreetWise® offers sales associates learning channels to better their product knowledge and approaches to selling to their customers.

In 2021, StreetWise® expanded its ability to connect with salespeople by taking advantage of online platforms and other digital media. StreetWise® 365, as it was re-branded at the start of the year, is designed to engage with the sales associate in their environment all year long.

Deb Winter, Legacy Foodservice Alliance executive vice president, said, “Salespeople are on the street taking care of customers, solving problems, and battling the competition. They don’t always have total control of their schedule. When they do and can block out time, that’s great. But when they can’t, we need to have solutions for them to get information, education and details to allow them to maximize their opportunities.”

In addition to in-person events and information located on the group’s website, https://legacyfoodservicealliance.com/, StreetWise® 365 has created a series of online member meetings taking advantage of mobile technology for the on-the-go sales and marketing teams.

Have questions about your foodservice business, turn to your distributor or marketing group.