Real Food Brands Marketing Podcast
118 episodes - English - Latest episode: about 1 month ago - ★★★★★ - 51 ratingsLooking for ways grow your natural food or beverage business? Find actionable tips and insights from industry experts regarding why building a strong brand strategy matters not only to connect with your ideal audience but also when building relationships with external stakeholders like buyers, suppliers and investors. Continue the conversation by joining the Real Food Brands Marketing Round Table group on Facebook! Brought to you by Real Food Brands (www.RealFoodBrands.com) and hosted by Katie Mleziva.
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Episodes
3 Ways to Rally Your Team Around Your Brand
November 14, 2018 08:00 - 15 minutes - 28.7 MBKatie Mleziva, Host of the Real Food Brands Marketing Podcast offers three simple ways you can engage your team to help you build a strong brand. In This Episode: How your team plays a critical role in building your brand The origin of the word “brand” and how it’s still relevant today Three steps to help your team “ride for the brand” Define, document, and share your brand strategy Ask for input from your team Let your team know how important they are Why you shoul...
How Soom Foods Is Building a Category One Relationship at a Time
October 31, 2018 07:00 - 39 minutes - 73.1 MBAmy Zitelman, Co-Founder of Soom Foods, joins the Real Food Brands Marketing Podcast to discuss building awareness and trial of the tahini category in the US market. In This Episode: How Amy and her sisters started Soom Foods How Soom built awareness for tahini, a relatively unknown product in the US market Why it’s important to have a diverse team with complimentary skill sets How to find and build genuine relationships with influencers, including bloggers and award win...
How to Build a Framework for Innovation
October 17, 2018 07:00 - 28 minutes - 52.4 MBRyan Pintado-Vertner, Founder of Smoketown LLC, joins the Real Food Brands Marketing Podcast to discuss how solving problems for your customers fuels innovation. In This Episode: Why building an innovation pipeline is so crucial for food brands How food businesses can build their own innovation pipelines How to create empathy for your customers How to balance short-term wins with longer term disruptive innovation Why you should focus on solving problems for your customers...
How to Activate Your Brand Strategy
October 03, 2018 07:00 - 18 minutes - 33.2 MBJoin host Katie Mleziva as she discusses the importance of taking a Brand Management approach to integrate your brand strategy into every aspect of your food business. In This Episode: Why it is important to be present and engage with your customers face to face Defining the term “brand management” How every aspect of your brand is tied together Ways to align your business around your brand and activate your strategy for a better customer experience This includes: ...
Why Marketing Research Is the First Step to Success
September 19, 2018 16:02 - 30 minutes - 56 MBCarrie Arndt, Senior Research Executive at MMR Research Worldwide, joins the Real Food Brands Marketing Podcast to discuss ways good marketing research can help you stand out from the competition and connect with your ideal customers. In This Episode: Ways MMR Research Worldwide helps brands with qualitative and quantitative research Types of research businesses can conduct when developing food packaging Why chasing design trends can be detrimental to your marketing strategy ...
How FMI Emerge Helps Brands Find More Shelf Space
September 05, 2018 07:00 - 24 minutes - 45.9 MBJulie Pryor, Director, Emerging Brands at Food Marketing Institute, joins the Real Food Brands Marketing Podcast to discuss FMI Emerge and helping emerging food and beverage brands gain more shelf space. In This Episode: Why FMI Emerge was developed and how it can help emerging food and beverage brands Common struggles and opportunities facing emerging brands How FMI Emerge brings the industry together to ultimately benefit consumers Resources available through FMI Emerge ...
10 Steps to Creating an Effective Creative Brief
August 22, 2018 07:00 - 20 minutes - 37.3 MBLearn how to write a creative brief that helps align your creative team with your strategy in order to achieve your business goals. In This Episode: Why a creative brief is a crucial extension of your brand strategy when it’s time to implement your marketing plan 10 sections to include in your creative brief Company background Project purpose Advertising objective Ideal audience and insights Brand personality and voice Message priorities Deliverables and f...
7 Steps to Naming a Product or Company
August 08, 2018 07:00 - 20 minutes - 37.1 MBEpisode 11: Brainstorming a product or company name can be hard work, but having a process to inspire you and tie your efforts back to your strategy make your efforts more efficient and effective. In this solo episode, Katie explains how to develop a name that is both creative and strategic. In This Episode: How working within parameters can improve creativity when brainstorming 7 Steps for naming Set decision criteria for what makes a winning name Review your brand strategy...
3 Tips to Assess New Business Opportunities
July 25, 2018 07:00 - 20 minutes - 37.5 MBLayne Booth, Owner and Operations Catalyst for Small Businesses at The Project Booth, joins the Real Food Brands Marketing Podcast to discuss profitably scaling your business and questions to ask when assessing new opportunities. In This Episode: Questions to ask when assessing new opportunities for your business How will this affect your business on the backend? How will this affect your bottom line? What will you be saying “no” to by saying “yes” to this opportunity? How ...
Why a Clear Brand Strategy Matters When Seeking Financing
July 11, 2018 07:00 - 37 minutes - 69.6 MBTera Johnson, Founder of teraswhey and the Food Finance Institute, joins the Real Food Brands Marketing Podcast to discuss food financing and why a clear brand strategy is crucial when building your business and approaching investors. In This Episode: How Tera started Tera’s Whey, now the #1 whey protein brand in the natural category and #4 overall The importance of the company name and product label How Tera’s Whey paved the way for organic whey protein Why a clearly def...
How to Define Your Ideal Audience Using Personas
June 27, 2018 07:00 - 15 minutes - 28.8 MBJoin host Katie Mleziva as she breaks down audience personas and gives practical steps to identifying your ideal customer. In This Episode: Where to begin when defining your target audience Why you should not model your ideal customer only after yourself How to validate your ideas and assumptions about your audience Questions to answer when building your audience persona How to identify your customer’s pain points and needs How using your audience persona can guide yo...
Package Design that Pops Off the Shelf
June 13, 2018 07:00 - 28 minutes - 53.3 MBNancy and Bob Frame, Owners of Nancy Frame Design and the creative minds behind the Whole Foods 365 package designs, join the Real Food Brands Marketing Podcast to discuss what makes good food package design and common pitfalls to avoid. In This Episode: Why good packaging is a crucial part of building your food or beverage brand How to communicate your brand values quickly through your packaging Why your packaging needs to stand out Why it is important to know the categor...
6 Steps to Developing an Integrated Food Marketing Plan
May 30, 2018 07:00 - 26 minutes - 48.6 MBKatie outlines six key steps to building an integrated marketing plan for your food or beverage business, and gives examples to help you create or refine your own plan. In This Episode: Why an integrated marketing plan is so important for your food or beverage company The main components of a food marketing plan Six steps to creating a successful marketing plan Strategies for overcoming marketing challenges Complimentary 30 minute strategy sessions if you are stuck Resources:...
How to Set Up Your Next Buyer Meeting for Success
May 16, 2018 07:00 - 24 minutes - 44.7 MBAllison Ball, Founder of Allison Ball Consulting, joins the Real Food Brands Marketing Podcast to discuss practical ways to land meetings with retail buyers, improve your sales pitch and how to follow up after. In This Episode: Why it is crucial to have a clearly defined brand How to approach a retail buyer for a meeting Why you should never “swing by” to catch a buyer for an impromptu meeting How to pitch your brand at a buyer meeting How to follow up from a successful meetin...
Why Your Food Brand Should Be on Amazon
May 02, 2018 07:00 - 27 minutes - 52.6 MBIt's no secret Amazon is interested in the food business. Today we're talking about the impact of e-commerce on food distribution and how you can use Amazon to grow your business with Jennifer Ruscin, CEO of Jennifer Ruscin Enterprises. In This Episode: Why it's important to have a clearly defined brand How a broker can help you approach marketing for e-commerce Why you should be considering selling through Amazon for your food brand How to choose the right platform when sell...
What You Should Know From the 2018 Good Food Expo
April 18, 2018 07:00 - 17 minutes - 32.9 MBThe annual Good Food Expo brings together thought leaders in the natural food industry. Join host Katie Mleziva as she shares key takeaways from successful brands, buyers, incubators and investors to support building a strong brand. In This Episode Key takeaways from the following sessions at the 2018 Good Food Expo: Incubators, Accelerators, and Shared Kitchens The New Breed of Millennial Food Entrepreneurs Social Media Marketing and E-Commerce Getting and Keeping You...
How to Start Building and Documenting Your Brand Strategy
April 04, 2018 07:00 - 12 minutes - 22.9 MBWhen rooted in the Brand Strategy, your day-to-day marketing efforts bring your brand’s purpose and plans to life in order to engage consumers, inform operational decisions and ultimately, achieve your business goals. When athletes prepare for a game, they do more than just spend time in the gym or on the field. Sure, they need to build up their bodies to compete, but they also spend a lot of time building up their minds. They watch tapes of their opponents to get to know their playbook. T...
Why Real Food Brands is Launching a Podcast About Food Marketing
March 28, 2018 07:00 - 8 minutes - 15.3 MBTo say that food is important would be an obvious understatement. To say that eating the right kind of food is important is unfortunately still something that is less of a given to many people. With supermarkets and street sides loaded with options of unhealthy, unnatural, and frankly harmful options, it can be hard to rise above the noise. If you’ve started a natural food business, you have even more reason to be seen and stand out from the competition. This is why your marketing strate...