Use cooking recipes to reach audiences in a simple yet effective way

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 03, 2021, 5:28 PM UTC

Studies show Americans typically bake and cook more during November and December than at any other time of the year.

Brands managers can use cooking recipes to draw audiences this holiday season. Sharing and savouring favourite dishes can help brands connect with their target audiences through their senses, hearts and memories – essential for building connections at a personal level and strengthening customer relationships.

To make it fun for everyone, involve everyone from C-suite executives to admins and let a diverse group represent the brand to audiences. The process of collecting and sharing food stories and recipes can help build both internal and external connections. But, make sure the recipes and stores align with the brand’s character when presenting to external audiences.

The author suggests that brand managers use a measure like encouraging employees to share family recipes passed down from generation to generation to boost the authenticity of their stories. They should also make sure the food stories are targeted to their desired audience.

Consider gifting a basket of recipe ingredients to vendors and supply-chain agents. Promote these stories on social platforms and encourage users to post their stories and recipes. It can further help marketers boost engagement on social media.

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