Israel Romero / Monday, October 9, 2023 / Categories: Blog Why marketing is at odds with Spanish gourmet brands The importance of investing in marketing We keep hearing that “the Italians and, to a lesser extent, the French do it better than we do” and therefore sell more. But it is hard for us to accept that a large percentage of those sales come from their investment in marketing. How much do companies spend on creating content for the Internet? But, what is branded content? You should always have a content plan — and follow it Our recommendations The Spanish gourmet market is made up to a very large extent of small and medium-sized companies, so having a good marketing strategy is crucial to reach consumers, because for the most part they are not geographically close to those companies, and without direct digital communication it is very difficult to make brands and their products known. The size of the company matters little: positioning yourself in the consumer’s mind is essential if you want to win them as a customer. One discouraging fact: Spanish SMEs (small and medium-sized enterprises) are the ones that invest the least in digital marketing in Europe, although paradoxically they allocate a larger share of their budget to social media marketing. In other words, promoting products on Instagram, Facebook, TikTok is viewed positively, but they “assume” it will not provide a return. Advertising is only one part of promotion to generate sales, but where is the investment in content to create brand value? That is the big unresolved question. Because until companies truly believe that a corporation’s greatest asset is the value of its brand, little will be done to close the gap with the Italians and the French. How much do companies spend on creating content for the Internet? The execution of a content strategy, which involves creating content for social networks, multimedia platforms, blogs and corporate or institutional magazines, as well as guest posting, is included under the investment category “advertising, communication and promotion.” Content creation can cover personalized mailing, branded content, and company publications. Branded content also includes sponsored posts published in offline media. As for company publications, investment in printed corporate magazines still takes place — one of the worst investments today due to their huge cost and their minimal, hard-to-measure return. But, what is branded content? Branded content is a content-creation strategy focused on conveying values and emotions through storytelling that can generate a genuine connection between the customer and the brand. It is a long-term strategy in which the product or service does not appear overtly. Branded content helps brands and companies create a conceptual map in the consumer’s mind of what the brand is and what it aims to communicate. Content within branded content can be very diverse and range from a hot current topic (which we know will catch the attention of our target audience) to reflecting an everyday experience that our users live or even conveying an experience they would like to live. It is very interesting for small companies, as most Spanish gourmet companies are, because it can help build customer loyalty more quickly. The most important thing is to know your consumer and have a clear communication axis, all anchored in the personality or lifestyle you want to convey. Its creation comes down to good content, excellent writing, solid layout and a strong digital marketing strategy for database building. At the same time, within personal branding, branded content is a perfect tool to position a specific profile, giving it relevance and distinction within the sector. Personal branding is the essence your professional profile communicates. The art of caring for a brand’s image consists precisely in correctly communicating those differentiating values that identify you and make you stand out from your competition. With all this, we can say that Spanish gourmet brands and the people behind them have a lot to say about themselves to generate greater brand value and value for their products. You should always have a content plan — and follow it But for that you need to create a careful, professional plan and, above all, be confident in your differentiating values versus the competition and exploit them to the fullest. Where? On our website (in the blog section), on professional networks like LinkedIn, and across our other social networks. If we want to stand out from the rest, we must create a communication plan and follow it. Although I acknowledge that every new habit is hard to implement, from Made in Spain Gourmet we can confirm that it is one of our keys so that in less than three years we are selling throughout Europe, and since 2023 also in the United States. We understand that marketing is the most important pillar of the company, so that we occupy the place we deserve in the Olympus of countries that are global references in gourmet. In our community of gourmet partners, we all share the same philosophy: we believe we have the The Best of our gastronomy and we want to reach the most demanding international audience, who will recognize our products and brands as synonymous with the highest standard. Our recommendations Salchichón de Vic cular mini, Casa Riera Ordeix Semi-cured vegan cheese with Provençal herbs, Veggie Karma Cream East India Solera, Bodega Lustau Castilian lentils, La Despensa D´Lujo United States: understanding them and introducing them to the best of our gourmet products. Pâtés with a taste of the sea Print 4 Rate this article: No rating Please login or register to post comments.