4. Marketing, promotion and Events
Marketing, Promotion and Events
Encouraging more and more consumers towards the food and drink leisure experience contributes massively to the city's economy as well as the restaurateurs own personal prosperity. Delivering a consistent, and where possible, cooperative marketing message to consumers and industry will:
- maximise the infiltration of the brand/message
- increase consumer confidence
- reduce confusion or inconsistencies
- elevate consumer responsiveness and therefore spending
The overall marketing aim of the SARF partnership is to influence each of the aforementioned outcomes above in the strongest and most positive manner possible.
Goal
Develop a generic promotional and media campaign aimed at growing new lifestyle consumers for food and drink sector and influencing the discretionary spending allocation of existing lifestyle consumers.
Action One
Prepare a checklist of critical elements for consideration and/or inclusion in the development of Food and Drink marketing initiatives and materials, to ensure consistent positioning and portrayal of the brand image.
Action Two
Prepare a concise communications plan that articulates with whom, how and what messages are to be conveyed and what outcomes are anticipated as a result of the joint initiative. Communication outcomes should include:
- A simple fact sheet to communicate partnership objectives.
- Review of currently available Web resources for Business to Business, and Food Tourism promotion with a view to influencing the positioning of the Eat Sheffield branding and scheduled promotional content.
- Potential for Sheffschefs and other local restaurant web resources to participate with Eat Sheffield website. Possibility to offer direct links to their restaurant reviews content.
Action 3
- Communicate with all relevant national and regional food and tourism agencies like Visit Britain, Regional Food Group etc to influence the Eat Sheffield content within Domestic Marketing Campaigns.
Action 4
- Coordinate the development of a regional Toolbox (Development Kit) which will include general regional Eat Sheffield development resources to accompany all scheduled promotional activities and research can be captured and shared, thereby building a central repository of knowledge and benchmarking capacity.
Action 5
- Identify suitable existing case studies to support and reinforce actions and/or messages, and contribute ideas and recommendations to development of future cases studies via the ‘checklist’ and collaboration.
Action 6
- Utilise Eat Sheffield website to collaborate communication of partner information (Tourism, DMP etc) on events, trade shows, conferences and workshops for attraction to Sheffield.
Some of the Proposed Promotional Activities
A major part of raising Sheffield's food and drink profile will be identification and creation of a series of promotional events. Each event should specifically embrace consumer participation, interactivity and visitation. Events such as:
- Food, Drink and Music Festival
- Local Food Heroes (contribution to food industry)
- Industry Awards / Cooked in Sheffield Event (or new themed innovation)
- Restaurant Signature Dish Competition
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