FDBusiness.com

Brands Should Increasingly Target Connected ‘Super Leaders’ to Thrive in a Digital, Information-saturated World

 Breaking News
  • Morrisons Expands Food Production Base UK grocery chain Morrisons has acquired Chippindale Foods, a leading English supplier of free range eggs. The acquisition means that Morrisons will make even more of its own fresh food and become more competitive for customers on these important everyday products. It will also bring forward the date at which all Morrisons eggs will come [...]...
  • Jarlsberg Cheese Launches New Product into 265 Waitrose Stores Jarlsberg, the famous Norwegian cheese export, has confirmed the launch of its new on the go product called Jarlsberg Minis with product listing confirmed in 265 Waitrose stores. Jarlsberg is the UK’s number one deli cheese with holes and contains a lower fat and salt percentage to its rival cheddar. The Jarlsberg cheese minis became famous after [...]...
  • Double A Grade BRC Accreditation For FRIP FRIP Finishing has gained Double A accreditation at its plants in Scotland and Redditch, England, following the award of Double A BRC accreditation in FRIP Hinckley. Group Managing Director, Leslie Gibson says:  “We set out an ambitious timetable of achieving accreditation for both of these sites by the end of the year, and are delighted [...]...
  • Brexit Deal Vital to Protecting Irish All-island Supply Chains Food Drink Ireland (FDI), the Ibec group that represents the food industry, has said the full implementation of the December Brexit deal was vital to protect complex all-island supply chains. The deal now needs to be put into a binding legal contract, there can be no black-sliding on clearly agreed commitments. At the launch of [...]...
  • GEA Cooling Systems For Pork Production in Russia At the end of last year, the pig slaughter and processing entity Agroeco-Yug signed a contract with the technology group GEA for the supply, installation and commissioning of an extensive cooling system. This plant will be built in the Voronezh region and will be one of Russia’s largest businesses for the slaughter and processing of [...]...

Brands Should Increasingly Target Connected ‘Super Leaders’ to Thrive in a Digital, Information-saturated World

Brands Should Increasingly Target Connected ‘Super Leaders’ to Thrive in a Digital, Information-saturated World
September 12
14:08 2017

Brands need to focus their online engagement on a new generation of influencers if they are to thrive in a connected, information-saturated world, according to the Tetra Pak Index 2017. The company has identified a group of Super Leaders, the most influential subset of the wider online community. When engaged, these influencers can become brand advocates to spread messages, shape opinions and help build trust in products.

The report shows that third-party, user-generated content is becoming increasingly important, and is often more convincing than direct communications from brands. By engaging the Super Leaders, brands can concentrate their resources on a smaller group, while reaching a wider connected audience.  As case studies in the report illustrate, many brands have already begun this approach.

Representing just 7% of the online population, Super Leaders are the most active and social people online. More than half (57%) of them write brand and/or product reviews every week, and nearly two-thirds (65%) say they are more likely to do so after a positive experience. In addition, more than three-quarters (78%) expect brands to reply to their reviews and ratings, saying that interacting with brands on social media improves their opinion of that brand (79%).

Alexandre Carvalho, Director of Marketing Services at Tetra Pak.

The report also shows how the customer journey is shifting from a relatively linear process to a complex network of multiple touch points. Consumers today search for product information before, during and after buying. They refer to at least four information sources pre-purchase, many of which are beyond the control of brands – all the more reason for companies to engage the Super Leaders, as their reviews and conversations with brands form one of the most credible information sources for consumers.

Alexandre Carvalho, Director of Marketing Services at Tetra Pak, says: “Using new ways to reach the connected consumers is especially important when you think of Generation Z and others who are becoming an important consumer group. They have been brought up in a digital world, and expect brands to communicate in a similar way. The age of passive, one-way communication is over. Brands need to adjust their communications and use more channel-specific, smart, authentic and engaging content if they are to seize the opportunities in this new world.”

In addition, the report demonstrates that packaging has an important role to play in offering a gateway to greater consumer engagement. For example, digital codes printed on packages can improve transparency of traceability, allowing consumers to access information about the product right down to the source. The package can also be transformed into a platform for two-way information flow where brands can capture specific, valuable data about their consumers as well as share more information about the product itself.

Alexandre Carvalho adds: “The digital package gives brand owners a direct link to the consumer through an important communication channel – the product itself. To make the most of this fully owned channel, we are piloting the use of augmented reality and other digital technology in our packaging to help our customers stay ahead of the game.”

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • February 18, 2018Vinisud
  • February 25, 2018fish international
  • February 27, 2018Int'l Food Fair
  • February 27, 2018Warsaw Gastro Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements