Know-How Exchange : Advertising/PR

You have come to the right place! Welcome.

Before we can really come up with specific marketing and PR ideas for your launch, we need some information.

Who are your target consumers? Where do they live? What are their current practices? Do they purchase and consume non-flavored cheese? Are they seeking alternatives? How do they decide when and what kind of cheese to buy? How frequently do they purchase cheese?

You must have done some research to determine that the market exists for your flavored cheese. Can you share the key findings with us? What do you know about your prime consumer? What makes them tick, and how are they different from those who are not likely to purchase?

How will your target audience learn about your new brand? Do you have a bricks-and-mortar shop, or will you distribute through a retail network of some kind? If the latter, are they prepared to partner with you to promote the new brand? Will they allow you to promote at the point of sale?

Give us a good briefing on your situation and goals, and we'll help you get started with your marketing and PR plans. Of course, if you want us to do more than get you started, you need to use the "Hire an Expert" section of this website (see column of links at the right) and click on "Post a Project."

What types of flavors?
For what types of palettes (kids prefer sweeter)?
Naturally or artificially flavored?
Any (health) benefits to the flavoring (other than taste)?
Have you created any food/wine pairings that the flavors enhance?

When you use traditional PR, write a fact sheet and/or news release and have it delivered creatively to news outlets with samples of your cheese. With food product, tasting often sells the story.

Don't forget to spread the word of your PR hits via social media (which can be used as a separate tool to create buzz itself).