Page 32 - Food&Drink September 2019

FOOD EXPORT
To export successfully you need to identify and connect with your customers – most likely retailers or food service suppliers stocking and using your products. Export Connect director Najib Lawand explains how to develop that connection.
Export success: your customer’s voice and brand activation
THIS is Part 5 in our six part series on the essential steps for export success. In this instalment, we look at how to connect with the voice of the customer and activate your brand.
Making that connection depends on truly understanding who your customer is and what their needs are. To do this you need to be listening to the voice of your customer.
DON’T RUSH
Most export deals are not done on the first contact – in fact 80 per cent are completed after the thirdmeeting.
In some Asian and Middle Eastern markets, it takes several meetings just to build trust, before any real business negotiations start.
So, do not feel you have to rush in and close the deal NOW. Rushing puts pressure on the customer, and prevents you from listening and identifying what they (and you) really need.
Taking your time will let you develop a targeted and convincing proposal that will set you both up well for the future.
BRAND ACTIVATION
When you activate your brand, you are looking to create a winning trifecta.
Firstly, for the shopper who will buy, and hopefully keep buying, your products.
That makes instore factors hugely important in getting a shopper to choose your brand, in fact 80 per cent of shoppers across ASEAN and Gulf markets say that instore factors are more influential on their choices than other marketing.
FIVE KEY METHODS TO ACTIVATE YOUR BRAND Sampling: Is in-store
4Focusing your listing fees: What are the listing fees for new lines? Is there flexibility in the funding to develop other types of promotion?
WHERE TO FROM HERE?
If you would like to learn more, or start the conversation about your export goals, reach out. I amalwayshappytoconnect. ✷
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Secondly, for the retailer who will be motivated to keep stocking them, and finally, as a result of these two, success for your business.
PATH TO PURCHASE IN-STORE
What makes a shopper choose a particular brand?
Contrary to what you might expect, it is not just advertising or habit. Seventy-five per cent of shoppers enter the store without a shopping list, while 60 per cent make their brand selections instore.
sampling possible? How much would it cost to set-up?
2
retaileruseforinstore promotion? What are the practicalities and costs of instore advertising?
3
If so, can your product be promoted directly to those members? Can it be cross- promoted in a bundle with other commonly bought products?
1
food service sector): Who are the key influencers and chefs in the sector? Is it possible to demo products in restaurants or hotels to engage them?
Trade or in-store promotion:
What methods does this
5
Influencing (especially in the
32 | Food&Drink business | September 2019 | www.foodanddrinkbusiness.com.au
Online promotion: Does the
store have a members’ club?
Najib Lawand is the
director of Export
Connect. He has 20 years’
experience in the food and
beverage industry, across
the private and public sector. He can be contacted at najib@exportconnect.com.au or +61 448054234.