A full day at the Speciality Food Fayre at Olympia earlier this week.
I walk the show and “chat” with businesses, some established and some looking to find their way.
What I find most striking as a marketing strategist is two big things…
Firstly, how many do not have a properly worked through and written down marketing strategy.
So a set of marketing objectives, and the key strategies to deliver the strategy, with thought to a target audience and business/brand positioning (you know, what makes them different and better than their competition!)
The other thing is that strategy is great, but it is of no value without execution!
Some bloke many centuries ago said “strategy without tactics is the slowest route to victory” (Sun Tzu, 6th century BC!), and he is right!
The most visible manifestation of this at the show was packaging design.
Some amazing examples of impactful, thought-through design which I am sure would resonate with a target audience.
And more than a few examples of simply shocking design, with no thought to positioning or audience (never mind shelf-stand-out, in my humble opinion!)
I am very aware the trade show is not for marketers like me to impress their wisdom, but for businesses to find new stockists for their products.
So I am always generous and not intrusive, unless they are keen to develop a marketing-type conversation.
Anyway, good luck to all of them. Just being at the show is a big commitment to resources and hopefully to their future business success.
Strategy + Execution !
