Switch, the new book by the Heath brothers, uses story-telling narrative, to illustrate transformative change. As a Business Catalyst, facilitating change is my mantra. Not an easy task, but it is all about breaking the code.
I am heading to Chicago tomorrow for the National Restaurant Show. I will have the opportunity to share with my peers how foodservice needs to move from the status quo and enter the conversations that are going on out there, exclusively with their key customers guests’ conversations. As a result, foodservice must now focus on more “pull” versus “push” marketing strategies – execute hybrid marketing, the topic of my last blog. So how am I going to break the code?
For starters, I am going to keep my message simple: social media is one new strategy that needs to be executed consistently in conjunction with a manufacturer’s current marketing mix. You do not have to be all things to all people. Explore and choose the platforms that works best for you (e.g., company blog, Facebook, YouTube, etc.). It is never too late to implement a social media strategy.
Next, I plan to strike an emotional chord with my audience. I will benchmark success stories from other industries, as well as share some hypothetical examples based on my research. I will advocate “Baby Steps” since change represents a new way of thinking. Back in 1989, who would have guessed that Americans would be paying $3.00 for a cup of coffee – Starbucks anticipated.
Markets are composed of consumers; consumers have to eat in order to survive. Thanks to Web 2.0, consumers are sharing information online about what they eat, where they eat, even as I post this blog. These are the conversations we need to tap into. As I addressed in The Waiting Place, stay away from the status quo and enjoy the places you will go.
Time to fly to Chicago and break the code.