Breakthrough: How to Deliver Value Through Content Marketing

Understanding the difference between content marketing and advertising can be challenging for many emerging businesses. While advertising is simply promotion of your product or service (i.e. via banners, billboards, emails), real content marketing constitutes a complex, ever-evolving process for guiding potential customers to your content.

In this episode of Breakthrough, host Paul Barron explains why businesses are increasingly investing in content marketing instead of advertising, and explores a number of successful content marketing strategies used by leading brands and restaurants today.

“At the end of the day, you’re spending your dollars and your budgets on your content marketing,” says Barron. “Advertising is starting to disappear from the landscape.”

When compared to content marketing, advertising does little to build the relationship between a business and a customer. According to a 2019 report from the Content Marketing Institute, 90 percent of successful B2B content marketers have found that audiences “view their company as a trusted resource when they do content marketing.”

Businesses hoping to implement content marketing into their company need to accomplish three tasks: craft a personal, transparent voice for your brand, offer consistent content and omni media, and guide the experience of your audience.

“If you don’t have pieces of content that are actually delivering real benefit, then you’re not doing content marketing. You’re just advertising,” notes Barron. “People see through those advertising ploys. Get as much out there as you can before you start asking what it is that you want from your audience. Do the good deed first.”

Keeping customers is also much more difficult than getting them to make an initial purchase. To cultivate loyal patrons—the best kind of brand advocate—your customers need to feel like every interaction with your company adds value to their lives.

“If you’re not delivering value to your audience, you are not content marketing,” says Barron. “Consistency drives engagement.”

Check out the video above to learn about personalized retargeting and to catch a deep dive into Barron’s all-new, step-by-step content marketing funnel for successful content marketing!

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Upselling Master Class: How to Cultivate Lifetime Customers

Restaurant and business owners tend to make the same fatal mistake: they fail to recognize the potential value of each individual customer. In need of revenue, owners chase new acquisitions rather than developing their relationships with the customers they already have.

In the latest episode of Breakthrough, host Paul Barron explains how implementing a comprehensive upselling strategy can transform your business and increase your revenue. He also chats with Dana Krug, the vice president and general manager of food and beverage for Phononic—check out a deep dive of that interview here.

“You won’t be able to say ‘here’s a new product’ without having earned that right,” says Barron. “It’s all about getting inside the customer’s head and creating perceived value.” He recommends reading Why We Buy: The Science of Shopping by market research expert Paco Underhill. First published in 1999, the book’s exploration of neuroscience and consumer behavior remains relevant for business owners today.

To succeed, upselling has to be built into your brand and designed to meet the needs of your existing customers. The new, higher-priced products also need to be relevant and thoughtfully implemented with insight and expertise.

Winery, restaurant, and lifestyle brand Cooper’s Hawk is one such upselling success story. Recently acquired by Ares Management for an extraordinary $700 million, Cooper’s Hawk built upselling into their business model with a wine club that now boasts over 400,000 members. As Barron notes, Cooper’s Hawk has “created a way to upsell to their guests 24/7.”

“Their wine program changed the game on how they were communicating to their guests,” adds Barron. “They’ve created a relevancy to [their customers’] daily lives.”

Visual cues, rather than a person pushing a new product, are also key. You want your customer to feel as though they are making the choice for themselves rather than having the decision forced upon them. Upselling takes time, and potentially multiple visits from a customer—repetitive business creates trust.

“If you’re not relevant at the right time and place, you lose the opportunity for the upsell,” adds Barron. “You’ll have to start rebuilding the chess game to get back to the point of being relevant to your customer.”

Check out the video above to learn more about the secret to the success of Cooper’s Hawk and the importance of guided products, placement, and messaging!

Phononic Debuts a Mobile, Sustainable Merchandising Freezer

Current refrigeration and freezing technologies—largely consisting of compressors—have been in use for over a hundred years. However, compressors have a number of sustainability concerns and are typically limited to placement in the back of a store, restaurant, or bar.

Dana Krug, the vice president and general manager of food and beverage for Phononic, aims to change that. Phononic crafts products that use earth-friendly semiconductor chips for solid-state cooling. The refrigerant that Phononic uses is solely composed of water and low pressure carbon dioxide. And this past year, the company released the Phononic F200, a revolutionary merchandising freezer.

“The power consumption is low enough that you can run four of these off of a single breaker,” says Krug. “And it doesn’t take much room on the counter. If I want to have this in a quick serve restaurant, check out lane, or right next to the register, I can do that.”

The branding—composed of magnets and decals—on the Phononic F200 can also be changed in under a minute, allowing for easy rebranding for a new product launch.

One of Phononic’s most successful brand engagements has been with Coolhaus, a women-founded and -led company in the premium ice cream space. “Coolhaus has been one of our best lifting brands so far,” notes Krug.

The Phononic F200 is currently in use in grocery stores, bakeries, bars, restaurants, and a number of mass merchants, and is available in eight different countries through its partnership with Unilever. Krug adds that while he cannot yet say the company’s name, Phononic has also recently partnered with one of the largest compressor companies in the world.

According to Krug, Phononic is currently eyeing mobile delivery possibilities. “You have the ability to move [the Phononic F200] from place to place,” says Krug. “If you want to deliver Coolhaus to your front door, there’s a mechanism.”

Check out the video above to learn more about the technological processes behind the Phononic F200 and what else is ahead for the company.

Produced by:

Paul Barron

Paul Barron

Editor-in-Chief/Executive Producer


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