Attendees of the second annual New York International Olive Oil Competition conference on new directions in olive oil product development and brand-building In front of a sold-out audience.
Speakers emphasized the power of engagement, storytelling and creating connections for olive oil producers in today’s global marketplace.
Branding Outside the Bottle and Leveraging Trends
Millman the president of design at Sterling Brands, encouraged olive oil producers to leverage their abilities to serve as connectors. She highlighted the magical way that some brands create transformative emotional experiences for their customers.
Brand marketers can suggest inventive usage ideas, describe their products’ tasting notes and health benefits, or convey associations with the Mediterranean lifestyle, such as the idea of slowing down and savoring one’s food.
Engagement Through Storytelling
With a high-quality offering olive oil producers can utilize storytelling in their own ways to engage and communicate with their consumers via multiple channels. …“People like stories. Make it your own story, and of course you have to have a great product to back it up.”
The 2014 NYIOOC continues Wednesday with more strategies for olive oil marketing, merchandising and distribution.
Read full article at OliveOilTimesNYIOOC 2014: New directions in olive oil product development and brand-building,