Know-How Exchange : E-Marketing

Thanks of all your answers

I'll explain a lit bit more about my project:
I'm going to launch a website where french people will find fine foods such as sausage, ham and pâté from french land. It will be high quality products coming directly from the producer.

I will be the only shop to have so many products coming from so many areas.

I'm targeting high income family, more likely couples, living in the city or in country-side cities, who are proud to eat "true" products.

My competitors are way bigger but offer lower quality products, of course at a lower price. The problem is that they show themselves as selling high quality products, and they have a huge budget to make it sound.

I can't fight on a media communication, so I was thinking about some new way to give a new experience to customers, like making them feel part of my search of authentic products.

Thanks to everyone

Ah... thanks for explaining further.

Jay is bang on. Give your customers the sense they are interacting directly with them (although facilitated by you).

You are a specialty shop, so don't fight your competitors head-to-head. Instead create an air of exclusivity with your customers, considering your going after high-income families, this will likely resonate with them. Make them feel they're part of the inner circle, with the means and insider knowledge to shop for the absolute best, while others settle for lower quality. Your prices are higher, but it's worth it.

In addition to high quality products, be sure to provide the best customer service you can. In this day of voice-mail trees and hour-long hold times, a friendly voice and proactive service goes a long, long way. Can your larger competitors match your small shop's level of service? Doubt it. This is your second competitive advantage.

As for spreading your message. You're small with a limited budget, so your customer base is going to grow organically. And word of mouth is the likely vehicle. Have an exclusive "grand opening" when you launch and invite the opinion leaders in your target group. Let them sample your food, engage each one and talk to them, and ask them for feedback. Make them feel they are already part of the inner circle and have a hand in shaping your store. Doing this will give them a sense of ownership (membership) and you're well on your way.

Oh... don't forget PR as well. Invite media to your Grand Opening and make sure you have a good story to tell them.

Damn, I've rambled on way too long here, sorry.

Best of luck!

It's great you've explained that much!

Do you think that video mail could be a great idea, since my target will be atomized geographically speaking?

A neat addition could be some of your producers favorite recipes for their products. This could be another way to create the feeling that your clients can attach themselves to the producers. You can set up a mail list that sends people a recipe every week or two with links back to the site for the ingredients.

Jay's comment regarding profiles and connecting buyers to the producer is important. Here in the US there are many local farmer's markets. This is one of the reasons that they are so popular is that people rub elbows with the producer. People are willing to spend more for items at the farmers market compared to the grocery store.

I think small video interviews with them could work if you find enough of your producers willing to be recorded.

One of your best assests besides the people is the freshenesses. Are the products coming straight from the producer? This could be a big point of differentiation from the large competitors.

Hope this Helps,
Mike

The last two sites are amazing, it's so easy to navigate...

Do you think that videomail can do it too? I mean send a mail with an animated gif linked to a vid on my website with someone presenting what i do? I just received one and found it a good idea.