Specialty Food Magazine

Spring 2019

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/1090132

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Y ou are not reading this. Last year I hit an age milestone (the one that rhymes with "mixed tea"). And even though I built my career in a field that's been in disruptive turmoil for over 10 years, you won't hear me wishing for the good old days. Here's how I'm adapting to today's f luid environment: Younger audiences rely less on traditional media. I don't worry so much about what I write: it's not like you're hanging on my every word. Social is the medium of choice. I'm shortening my column from 300 words to a maximum of 280 characters. Here's a Twitter-ready go at last month's column: Food makers don't understand buyers. Buyers don't understand makers. Nobody understands bro- kers or distributors. Sad! Video delivers. Words don't. An interpretive dance troupe will convey all future adver- tising messages. We haven't decided on which channel to stream them, but we're thinking Facebook—our advertisers want to get to know you better. FROM THE PUBLISHER Want to Be Less Relevant? Do What You've Always Done SPECIALTY FOOD ASSOCIATION MEMBERS: Discuss this topic in the Solution Center on specialtyfood.com Chris Crocker Senior Vice President, Content & Marketing ccrocker@specialtyfood.com SPRING 2019 5 We are in a world of profound commercial change. But it is not a world of absolutes. Interactive rules. When you finish not reading this column, rip out the page. Fold it into a paper airplane (kids, ask your par- ents how). Chuck it—hard—at the person nearest you. Watch what they do! Joking aside, we are in a world of profound commercial change. But it is not a world of absolutes. The word "om- nichannel" applies as much in media as it does in food. Our prospects think in different ways. They get their in- formation in a variety of media. They buy for a variety of reasons, and in many places. If you just keep doing what you've always done, you can expect to be less and less relevant over time. If 25 percent of your customers shift to other channels, that's a lot to lose. But 75 percent of them haven't shifted, so you can't just walk away from that. If you want to grow, you have to meet the market where it is.

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