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Growing Artizone’s Chicago Presence: Analysis and Ideas J.B. Davis 29 January 2013
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Transcript of Growing Artizone’s Chicago Presence: Analysis and Ideas J.B. Davis 29 January 2013
Growing Artizone.com’s Chicago Presence:Analysis and Ideas
J.B. Davis29 January 2013
ANALYSIS IDEAS
ANALYSIS: Chicago Joined NYC and SF As Top 3 Food Town
ANALYSIS: High End Spots Receive National Recognition
ANALYSIS: Places Have Evolved Comfort Food Into High Art
ANALYSIS: Traditional Specialty Shops Joined By New Players
ANALYSIS: “Ethnic” Spots As Good As “Fancy” Places
ANALYSIS: Upscale “Big 3” Upended Middle-Focused Grocers
ANALYSIS: CSA and Farmers’ Markets Have Flourished
ANALYSIS: And CSA / Market / Organic / Health Blurred
ANALYSIS: Peapod Has Kept (Modest) Presence
ANALYSIS: Suburbs Gained Ethnic / Foodie Access
ANALYSIS: And, Of Course, Chicagoans Can Always Use Web
ANALYSIS: Ample Forums Emerged To Learn and Engage
ANALYSIS: Bottom Line, Great Place For Great Food
IDEA 1: Continue Understanding Drivers and Challenges
Functional Benefits?
Healthier Tastier
Emotional Benefits?
Real Timeless Prestigious Trendy
Category Challenges?
Costlier Convenience Special Occasions What Is “Artisan”?
Operational Challenges?
Even If Volume Lowers Fixed Food Costs, Can Marginal Delivery Ever Be Brought Down?
IDEA 2: Continue Understanding Category Guardrails
Artisan Is…Organic
CSA
Healthy
Farmers
IDEA 3: Identify Targets, Ignore Everyone Else
Frances Farmers
Wants Local
Nell North Shore
Wants The Best
Cary Conscious
Wants Healthy
Ben Busy
Wants Solutions
IDEA 3: Identify Targets, Ignore Everyone Else
Frances Farmers
Wants Local
Nell North Shore
Wants The Best
Cary Conscious
Wants Healthy
Ben Busy
Wants Solutions
IDEA 4: Determine Points of Parity and Difference…
IDEA 4: …But High Delivery $ Probably Offset Range of Benefits
IDEA 5: So It’s Essential To Identify A “Big Idea” [Not Tag]
Artizone.com
Connected.
IDEA 6: Breakthrough Clutter By Creating Unique Voice
Artizone.com
Connected.
Connected To Real People
Partner w/ Artisans to Create Social Media Content To (a)
Establish Authenticity (Key In Midwest), (b) Create More
Intimacy (Key For Luxury-Like Items), and (c) Wisely Utilize
Finite Resources
IDEA 7: Breakthrough Clutter By Creating Unique Voice
Artizone.com
Connected.
Connected To Real People
Further Support That Voice with Highly Personal (Quirky?) Copy That Romances The Products –
With Selling Almost As An Afterthought
Artizone.com
Connected.
Connected To Real Places
Without Creating Physical Footprint, Give Brand Sense of Place By (a) Sponsoring Trips to
Artisans, (b) Over Long-Term Sponsoring Food-Related Trips (e.g., REI As Lifestyle Brand),
(c) Sponsoring On-Brand Festivals / Events (Pitchfork
Music Festival? Port Clinton Arts Festival?), and (d) If Permitting Permits, Sponsor Multi-Artisan
Food Truck
IDEA 8: Aspire To Be “Bricks and Chicks” (e.g., Farms) Brand
Artizone.com
Connected.
Connected To Real Lives
The Inexorable Rise Of Mobile Has Created A New Table Stake,
That Much More So For Assumed Targets
IDEA 9: Become A Mobile Brand, Fast
Artizone.com
Connected.
Connected To Real Lifestyles
Having Identified Your Targets, Use Social Media Listening, Customer Feedback, and
Advisory Panels to Drive New SKUs and Value-Add Services
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Expand SEO Efforts (e.g., Not Just “Artisan Food Chicago” But “Artisan Cheese Chicago” and
“Artisan Bread Chicago”)
IDEA 10: Become Intimate With Your Customers
Artizone.com
Connected.
Connected To Real Tastes
Food Lovers Trek All Over Chicago’s Neighborhoods For “Ethnic” Food – So Widening
the SKUs Would Accommodate Their Tastes
IDEA 11: Expand Your Reach
Artizone.com
Connected.
Connected To Real Expectations
Because Expectations From 1 Category Carry Over to Other Categories, Institute One Call Resolution and Free Returns
IDEA 12: Make Convenience An Emotional Benefit
IDEA 13: Based On Targets, Tap Into Existing Conversations
Artizone.com
Connected.
Food Sites? Community Papers?Law Journals?
IDEA 14: Take A Stand On Fair Pricing
Artizone.com
Connected.
Connected To Real Beliefs
Though EDLP Might Be Impossible, Consider EDFP – Everyday Fair Price – An Idea Demonstrating Support For
Artisans While Creating Customer Transparency
IDEA 15: Take A Stand On Beliefs
Artizone.com
Connected.
Connected To Real Beliefs
Deepen Connections (To Vendors and Customers) By
Supporting Your Artisans – and Possibly Broader Group – Via
Scholarships etc.
Thank you.