…. to market, to market to buy …

Marketing *A continuous communication of products and services to selected audiences. *Very important & critical to our business *Not done or not done enough!

7 TIMES? It takes at least 7 times for a message to be repeated until we comprehend it! *McDonald’s annual marketing budget: $716 million

M ARKETING: KEY TO SUCCESS Must be CUSTOMER focused: *Know your customer’s eating habits & preferences *Incorporate customer’s ideas

CORE CONCEPTS OF MARKETING: *Target audience *Products and services *Value and degree of satisfaction *Demand and supply *Degree of acceptance

Don’t reinvent the wheel! *Look at how successful businesses operate *Borrow their ideas *Be creative

4 P’s OF MARKETING *Product *Price *Place *Promotion

THE PRODUCT *Customers acceptance of menu items *“Expected” quality *Products “trendy” yet healthy *New food items *Check through “live connections” *Special diets

THE PRICE *Product a good value for the customer? *Prices competitive with the market place? *Enough to operate your business successfully?

THE PLACE *Attractive, customer oriented environment *Dining with excitement *Clean & sanitary, meeting high sanitation standards

THE PROMOTION: *Activity related to selling the product. *Gets customers EXCITED! *Special Days to celebrate NSLP & SBP weeks *Potential for increased participation

SCHOOL BREAKFAST WEEK: GREAT PERFORMANCE MENUS AMERICAN IDOL BREAKFAST Clay’s Cheese Toast or Diana’s Cereal Selection Fantasia’s Fruit or Juice Reuben’s Toast w/Kelly’s Jelly LaToya’s Cinnamon Toast Justin’s Milk Selection ON BROADWAY BREAKFAST “ A Chorus Line” Breakfast on a Stick w/ “Sound of Music Syrup” or “Cats” Cereal “Beauty & the Beast” Fruit or Juice “Phantom of the Opera” Toast Selection “Peter Pan” Jelly “Lion King” Milk DANCING AT BREAKFAST Hokey Pokey Pastry or Cha Cha Cereal Conga Line Fruit or Juice Twistin’ Toast or Funky Chicken Cinnamon Twist Electric Slide Jelly Macarena Milk BREAKFAST WITH THE HOLLYWOOD STARS Orlando Bloome Biscuits or Jackie Chan Cereal Harrison Ford Fruit or Juice Toby McGuire Toast w/Halle Berry Jelly or Kirsten Dunst Cinnamon Toast Spiderman Milk

CREATING DEMAND FOR WHAT YOU ARE DOING: “Target Your Market” *Developed by ASFSA *How to design & implement your own marketing plan (MAP) to achieve desired results *Advertise your programs

CREATING DEMAND FOR WHAT YOU ARE DOING: “Best Practice” Awards (USDA) *Recognizes outstanding practices in 8 categories of the NSLP or SBP

CREATING DEMAND FOR WHAT YOU ARE DOING: Merchandising: Creating an atmosphere or condition that draws potential participants *Menu development: be creative *Serving lines: make it look great *Visual displays in the cafeteria *Dress for success *Customer service *Carts/kiosks, cafés

CREATING DEMAND FOR WHAT YOU ARE DOING: Incentives, Promotions & Rewards: *Special offers *Tasty bites *Giveaways *Class participation rewards *Frequent meal cards

CREATING DEMAND FOR WHAT YOU ARE DOING: In the community: *Billboards *Local chefs *School board, PTO presentations, Principal meetings *PSA’s Media CateringNACs Nutrient Analysis

Local Cable TV or School Website CHILD NUTRITION INFO: * “Winner’s Circle” Meals & A La Carte * Breakfast & Lunch Menus (spanish) * Free & Reduced Price Procedures * Fruit & Vegetable Programs

ADVERTISE!!

CREATING DEMAND FOR WHAT YOU ARE DOING: Resources: *Marketing companies *John Bennett *Marketing Works *”Tooned-In” menus schoolmenu.com *Changing the Scene

CREATING DEMAND… *Manufacturer’s merchandizing materials *Keys to Excellence (marketing)

REMEMBER…. 90% of all food service operations do 90% of the same things the same way It’s the 10% we do differently the spells SUCCESS!

MARKETING CHILD NUTRITION PROGRAMS MAKE NOISE IN THE MARKET PLACE!!