Dazzle Issue 6

Sources: linkedin.com/pulse/what-inbound-marketing-outbound-katty-sandra |
weidert.com/whole_brain_marketing_blog/inbound-marketing-vs-outbound-marketing
| blog.rebrandly.com/inbound-marketing-or-outbound-marketing | blog.
hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx?__hstc=235956766.24f55869af5c4766ec7b9da6
9e780ef0.1546029991106.1546029991106.1546029991106.1&__hssc=235956766.
1.1546029991107&__hsfp=806667876#sm.001spg7xfwfmd3y114i1zw6at8avc
8
Trends
Taking the Food &
Beverage Scene by Storm
Staying abreast of current trends within the markets our clients serve is crucial to the success of our agency. Since our inception,
our team has made this a priority. As a result of this commitment, we better serve our clients by appropriately strategizing the right
solutions to the challenges they face (not only in the present but also for the future), along with proposing ideas that help them think
differently about their marketing goals and efforts. As such, the relationships we form with our clients are stronger and much more
valuable because they trust that our team will lead them in the right direction.
One area in which we do extensive research is food and beverage. Each year, we study the top trends predicted to impact the industry
and present our findings to a few of our clients who then use them to educate their operators or account teams. Since food and
beverage is a part of each of our lives, we thought it would be fun to compile our favorite 2019 trends and showcase them here. We
hope you enjoy, and don’t hesitate to let us know which of the following trend(s) you find to be most interesting or impactful.
If you’re all-in for inbound but one of your goals is
general brand awareness or quick lead generation, it
might be time to experiment with some outbound efforts.
While not as targeted, billboards, print ads and the like could establish
better brand recognition and meet your objectives in a way you didn’t
consider, especially if it is a new product or service offering that people
aren’t necessarily hard-pressed to make an informed decision about
before purchasing, e.g. fast food off the nearest highway exit.
To echo this issue’s Editor’s Letter, think about your company’s brand story
and the ways in which you plan to use it to engage your target audience.
Don’t feel you need to, figuratively speaking, pack up your trade show
materials just yet or forego all traditional advertising methods for the
latest and greatest content creation strategies. Know that it’s okay – and
often a smart marketing move – to be “in[bound]”, “out[bound]” and
somewhere in between. The most important point to keep in mind isn’t
really so complicated at all: Go back to the basics and understand what
you are marketing, to whom and your end goal. The rest will fall into place
and help your marketing efforts not only generate success this year but in
the years ahead as well.
Meatless Goes
Mainstream
Gone are the days when vegetarians
and vegans searched menus in the
hope of finding selections that fit their
eating preference. As the plant-based
eating movement becomes increasingly
mainstream, look for more meatless
options to be fully integrated across
sectors. “Consumers,” says Hudson Riehle,
Senior Vice President of research for
the National Restaurant Association,
“especially Millennials and Gen Z, are
much more knowledgeable about food
and want to eat as healthfully as they can.
Many have adopted vegetarian and vegan
diets.” According to Nielsen research for
the Plant-Based Foods Association and
the Good Food Institute, sales of plantbased
food in the United States rose by
8.1% in 2017, topping $3.1 billion, and the
numbers continue to climb!
Product options for meat stand-ins are
becoming easier to find, including bean,
mushroom or tofu-based “hamburgers.”
These consumers are also more open to
new flavors and textures, creating a whole
new of plant-based cuisine in the form of
grain combinations or exotic vegetable
bowls.
Must-Try Global Flavors
Diners continue the trend of expanding their culinary horizons, with old
standby favorites like Mexican seeing continued growth and other ethnic
foods, like Indian reaching the mainstream. A major grocery retailer recently
identified flavors from the Pacific Rim (encompassing Asia, Oceania and the
western coasts of North and South America) as popular now, with jackfruit
serving as a meat alternative, ultra-sweet monk fruit taking the place of refined
sugars and vibrantly colored tropical fruits headlining healthy bowls and
smoothies.
Also beginning to trend are dishes from the Levantine nations of Lebanon,
Syria and Turkey. These have appeared on the menus of trendy restaurants
across the United States. Look for sauces like zhug (a spicy hot sauce made
with garlic and coriander), toum (a paste of garlic, olive oil and salt), and
pomegranate molasses, as well as unfamiliar ingredients
like urfa biber (a dried chili pepper with a smoky,
raisin-like taste), lavash (a soft, unleavened flat
bread) and schmaltz (rendered goose fat)
to appear in innovative applications.
Purge the Plastic!
Sustainability continues to drive demand for reusable
or biodegradable alternatives to single-use plastics.
As cities move to ban plastic straws and Styrofoam
food containers, “ecologically conscious consumerism”
is moving beyond the domain of niche producers
to the mainstream, and companies are seeing gains
through providing sustainable alternatives. One large
supermarket chain now encourages customers to BYOVB
(bring your own vegetable bag), while producers are
bringing to market compostable food wraps made from
beeswax and waxed-canvas as well as silicone bags
for sandwiches and snacks. With the commitment to
a plastic-free world spanning generations from baby
boomers to Gen Z, consumer demand will continue to
drive the development of new, earth-friendly products.
Entegra promotes ecological sustainability through many
supplier programs available to our Program Participants,
from biodegradable takeout containers to stylish planetfriendly
tableware to straw-free drink lids.
18 DAZZLE: ISSUE SIX DAZZLE: ISSUE SIX 19