For example, let's pretend you want to launch a new brand of courgettes on the market. You will create your campaign with special events, advertisement and even a TV commercial (if you have enough money). When everything is ready, the campaign starts.
What now?
If you did everything well, consumers will notice your campaign and if you did everything extremely well, they will want to buy your courgettes. Consumers will then go to the supermarket, but they do not find your produce. Therefore, it is most probable that they will then buy the first courgettes that are available and the next time they go to the supermarket, it's not likely that they will remember your product.
Your investment was therefore useless. The point is that investing in a marketing campaign in the food sector is a good move only if your brand is already available in most stores. It makes no sense to invest if your product is still not well distributed.
It seems obvious, but there are plenty of cases like this and companies keep wasting money in activities that will not be profitable for them.
For further information:
Maurizio Pisani
[email protected]
www.pisanifoodmarketing.it
