During Cibus 2016 we have presented the first edition of BRANDING U.S., a workshop dedicated to export marketing, sales management and contractors who want to introduce branded products in North America.
Speakers of the meeting were Paolo Artoni, Ezio Burani and Anna Urban of Q&Q Group, Carlo Alberto Bertozzi of MRA and Andrea Fiocchi for Reinhardt LPP.
Here the main themes of the last edition:
Start-ups and US market for food brands and products: legal aspects to start exporting. The European companies’ approach to the North American market. Business models and key roles to start sales/production activities.
Product placement in US Retail chains: defining the tools to negotiate with buyers. Retail chains, their diversification and the best strategies to export European brands and products to the US market.
Tools to build brand awareness in the USA: Trade Marketing activities and in-Store promotions. Social, e-commerce and couponing strategies. PRs and Digital PRs, events and adv. Budget-performance results, and coordination between sales force and marketing management.
Localizing the product range in the USA: speaking the market language, brand positioning, localizing packaging. Importance of visuals and call-outs on the packaging. Designing specific products. Role of market research to tune up with the market. Mainstream and niche markets in food.