In a recent survey to some of the top manufacturers’ rep firms in the foodservice industry, we asked them what product launch mistakes they see in the field, and here are five that were mentioned over and over again — most of which happen before the marketing communications activities even kick in.

It’s important to develop buyer personas to understand what is motivating your key decision makers both emotionally and rationally. Knowing what appeals to audiences helps companies craft specific messages that can turn shoppers into buyers.

Research is certainly critical for copywriting, just as in life. Here’s a lesson on utilizing all four “dimensions” of research — and tips for trying a new cuisine.

Whether looking to shape public opinion, strengthen brand awareness or demonstrate thought leadership, content marketing efforts that are rooted in strategy can provide value to your audience and differentiate you in the market.

While certain words can drive different results from market to market, there’s something even more fundamental at play, and foodservice marketing is no exception — namely, not “what” but “who.” Targeting the right audience in the first place is the foundation of any successful messaging strategy.

What if you could know ahead of time how your audience will react to a specific ad or even a product launch? Concept testing, not crossing your fingers, is the best way to know whether something new will resonate.