Case 5: Enabling Responsible Communication
Problem: Research has shown 68 percent of consumers are making food and beverage decisions and want to know where their products come from and how they are made. Your loyal customers expect your brand to be sustainable and responsible. If they learn otherwise, they are shocked, will tell seven other friends and vote with their feet. How do you craft a "Good Inside" message that balances sustainability, your own brand and corporate message, with the right amount of education, transparency and credibility? How do you establish the kind of program to support your brand, partners, business objectives? How do you build loyalty with consumers, train in-store merchandisers, and create a memorable experience in seconds? These are answers we seek to answer for our customers.
- Understand current brand loyalty and equity, industry issues and consumer target perception of these issues.
- Develop "Digital Business Strategy" and success criteria identification for web and in-store marketing.
- Selecting the right credible, resourceful content partner and craft a plan to work with them.
- Develop and execute in-store digital marketing programs with partners that are right for their business.
- Creative content strategy development, production services, content management and network distribution, track progress.
Background: Heightened consumer awareness and publicity are stimulating boardrooms to develop sustainability strategies and programs. Taking the initiative to define and communicate your Sustainable program, soliciting support from collaborative NGO’s are positive steps that any company can take prior to events that threaten brand reputation and securing expansion plans. You need trusted partner to research and identify your brand and receptive customer segments, and build programs that communicate sustainability programs and build customer loyalty.
Unique to UTZ CERTIFIED is a Trace & Tell system. Consumers can read the story behind their coffee, connecting them with the farmers who produced it with care, responsibility and professionalism. This method allows UTZ CERTIFIED coffee beans to be tracked through the entire supply chain, providing a transparency and traceability that is unique in the coffee, tea, and market. For buyers, this can serve as an important tool for food safety as well as communicating origin programs."
Results: Develop website tools that independently link customers to the products they choose and farms communities they support. Design online, 1:1 and in store experiences that educate, reward and reinforce brand loyalty. Sustainable Innovations™ - Partnerships for a better tomorrow.
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