That’s according to Arla and Weetabix’s former head of marketing and brand Gareth Turner, who believes many brands entering Europe and the UK from external markets are missing a trick.
“My schtick on making it in a new market is understanding the power of thinking,” says Turner, who founded and runs the strategic agency Big Black Door.
Consumers in the UK and European markets want authenticity and brands with a culture, but that doesn’t mean a product can be slapped on the shelves with the same packaging as its home country, he advises.
Upstart food and drink businesses and brands seeking to enter new markets must gain a deep understanding of the territory they’re looking to enter, as well as their target consumer, says Turner.
Marketing your way out of a crowded space
“There’s a difference between marketing and advertising,” he explains. “You can market your way out of a crowded category or one that doesn’t know your product, because successful marketing is about a deep understanding of your market, consumer and category.”
A serious brand would develop a strategy around those key points, though “I see businesses without a tangible plan”, he says.
Marketing is essential right now as there is little true visible innovation and new product development on shelf, he says.
“The first step on any marketing plan is understanding the target audience and product. When you’ve done all that, you need to define what it is your brand or business does better than another. It could be a perceived need or something that physically sets you apart,” he says.
In essence, strong marketing in this sector convinces a target audience that they need to buy a certain product.
“At Weetabix, we spent a lot of time showing recipe ideas. Because people saw the product as healthy and nutritious, it was a blank canvas,” he explains.
Target the right consumer
Consumers may have originally bought the wheat-based breakfast cereal as a quick meal solution. But the strategy around engaging consumers to be more creative with the product created new desires. “That’s understanding a path to purchase or a sales funnel,” says Turner.
As an example, he said an authentic Indian spice brand looking to enter the European market should seek to understand what consumers want from an Indian spice paste.
“Is it for Friday night cooking or family? The answer to both of those questions will start to tell you who the customer you’re aiming at is, because they’re both meeting different needs.”
Packaging visuals and the overall aesthetic of a product must be right. Branding from other parts of the world can be completely wrong for the European market, with some “looking old fashioned” to European consumers or using “gender stereotypes”.
“You need to play the market game without losing what’s great about the product,” he says.
