Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://specialtyfoodmagazine.epubxp.com/i/102355
sure that they are bringing something truly unique to the marketplace that neither one alone could have done themselves."—Amy Binder, RF Binder Public Relations "Companies have to make A COMMON GOAL The overarching ambition should be to create something that has real value on store shelves—not just a marketing gimmick. "Companies have to make sure that they are bringing something truly unique to the marketplace that neither one alone could have done themselves," says Amy Binder, CEO of RF Binder, a public relations agency headquartered in New York. "There need to be unique attributes and differentiators from both brands that enhance each other so that the product works and delivers. Such collaboration makes for a powerful product that ultimately has the potential to improve both brands and be a win-win." Still, Binder cautions, the consumer has to see the value in the product for it to translate into sales. "Such collaborations can definitely benefit both the consumer and the supplier," she says. "With two strong brands backing a product, the consumer can garner more trust from that product, have a better understanding and appreciation of the product's benefits and potentially be offered something that is better-tasting." For the supplier, she adds, the added value of a partner brings name recognition and an existing fan base that can pave the way for new and better distribution channels and increased sales while opening up new marketing avenues. But even a mutual goal demands careful planning and discussion. "Any joint venture is never easy," Binder says. "Decisions need to be made in step with each other." Most important, expectations should be aligned from the start. "Things like business objectives, design, cost, distribution and a marketing package all need to be part of the initial conversation." The following companies' co-branding efforts have paid off, whether as a one-time venture or a staple of the business. The original, BOTTLE-MATIc 3 YEAR WARRANTY INCLUDED Front and Back! MADE IN USA! For Specialty Food readers, Only $1450! Label any cylindrical container fast and accurately from ½" to 10" diameter, @ Speeds of 1200 Pcs. per hour. NOT THE CHEAP IMPORTED KNOCK-OFF! ISPENSA-MATIC DLabel Dispensers 21 day trial Price subject to change without notice. 28220 Playmor Beach Rd, Rocky Mount, MO 65072 Call Toll Free: 1 (800) 325-7303 or (573) 392-7684 FAX:(573) 392-1757; E-mail: info@dispensamatic.com Web: http://www.bottle-labeler.com 2/01/09 STOP Wasting Time Labeling by Hand! Winter Fancy Food Show Booth 4400 26 ❘ SPECIALTY FOOD MAGAZINE ❘ specialtyfood.com