The saying there’s nothing new under the sun may be correct, technically. But taking a concept from another industry that has value and relevance to your business then transforming it, whittling it and polishing it to be a fresh adaptation can renew and revitalize your business.
Storytelling is a concept for the food and dietary supplement industry that is identified as a top trend by the industry market research firm Innova Market Insights. It’s official name for this trend is “Storytelling: Winning with Words.”
According to the market research firm, in the food realm, consumer interest in learning the story behind a brand or ingredient continues to strengthen. They want to know how products are produced, and respond more to a storytelling marketing approach rather than just a list of facts.
Lu Ann Williams, Director of Innovation at Innova Market Insights, tells the B2B media, FoodIngredientsFirst, “Large companies have been able to build their brands through sophisticated advertising and products build on long traditions of R&D and company history. But we all love a good story and it’s easy to find consumers who connect with that story.”
As one example, during a tradeshow, a chocolate exhibitor, Luker Chocolate (from Colombia) was showcasing its line of distinctive chocolate flavors. The manufacturer has been in business for more than 110 years and is still family owned, now in its sixth generation. The company invests in support of the farms and training of the farmers who supply the cacao.
For example, chocolate/cacao ingredient supplier Luker Chocolate, based in Colombia is in its sixth generation of family ownership, in business more than 110 years. The supplier also invests in its farmer network by providing support and training to ensure sustainability of the cacao as well as of the community of farmers; in 60-plus years, Luker Chocolate has trained more than 35,000 farmers.
Pedro Thomas of Luker Chocolate told FoodIngredientsFirst, “It’s no longer just about labels – it’s about where a company comes from, what it does and where ingredients are coming from. It’s about using all of those sustainability practices and transmitting it to the final client. People are telling those stories of the small cacao farmers.”
Look closely at how what differentiates you, what clarifies your business from competitors. Create a story from it.
An integral part of your story – no matter what it may be – is the use of promotional products to sustain it. Whether it is a T-shirt, or a stadium blanket, a water bottle, or earbuds, a visor or a barbeque set, there is a wide open world of products that can help tell your story – and more important, keep that story alive in the minds of your patrons, clients, patients and customers.
It’s your story – so show and tell it with promotional products.