Funnel Video-Impossible Foods

Hi, my name is Ryan Michaels and this is my

presentation for the final video for Impossible Foods.

So a little bit more about the company and the

product that they sell, so, Impossible Foods is the brand

responsible for the Impossible burger.

Um It's essentially a burger that bleeds just like real

meat, but it is in fact a meat substitute.

So it's a ground beef substitute comes in, patty's comes

in just ground meat um packages.

And then also they just released sausage and they're continuing

on making meat substitutes for fish, pork.

All this is coming out in the near future.

Um and according to their website, we discovered what makes

meat tastes like meat.

Then we figured out how to make meat from plants

delicious and better for you in the planet.

Try our products Impossible burger and Impossible sausage made from

plants. So now that we have a little bit of

background about the product, we can talk about their conversion

point. So what is the conversion point?

Um The conversion point for this product is someone that

is buying the product from the grocery store because they

now sell in grocery stores.

Um So as you can see in that picture that's

one of the stands at the grocery store.

Um This is also someone that's going to be eating

the product at a restaurant, whether that's a fast food

restaurant or a high end restaurant.

Um This is their product is being sold everywhere.

So at Starbucks as you can see in the image

they're selling now a breakfast sandwich made with Impossible meat

and then also um the Impossible Whopper is being sold

at burger King.

And because this is a meat substitute, this is not

just a conversion of physical in a physical sense.

This is also a conversion um In a mental sense

because you are now you are now eating a meat

substitute where you may be really used to eating um

regular ground beef all the time.

So this is not just a conversion, physically buying the

product, this is a conversion of your mental state as

well to actually choose to eat something that is a

meat substitute.

Um And now we're going to go to the final

steps. So what are the steps to the Impossible Foods

funnel? So our first step in the final is awareness.

So what are they doing to create awareness for their

product? They're using major marketing campaigns.

As you can see here on the left, we have

Katy perry dressed as a burger and in her caption,

she actually tagged Impossible Foods as the location.

So there she is creating a huge marketing campaign and

awareness for this product.

Um And then also another awareness is that they're being

sold in grocery stores throughout the nation.

So people are seeing that in grocery stores that's coming

to their attention, obviously everyone goes to grocery stores, so

they're seeing these products and thinking about them.

Um And then again, like I mentioned before, they're sold

at high end restaurants as well as fast food chains.

Um and it's being really promoted at these restaurants, like

on the menus and then you're seeing everywhere.

So that's another way that they're creating awareness and then

for our next step, um we have the interesting consideration.

So what is creating interest for people that they're they're

going to want to be interested and they're they're thinking

more about the product and they're even considering possibly getting

to the conversion of where they're going to buy it.

So they're impossible who's creating really eye catching ads?

Um As you can see her to the left, They

have one uh try the impossible burger meat from plants.

Whoa! So it's very like simple yet really compelling.

Um And then again on the top, we have another

ad. It says this is what Impossible tastes like.

And it's kind of a funny ad.

It's where you're supposed to stick your tongue on the

paper and its like in a magazine.

Um And then also I have a screenshot here of

their instagram um to the right, and it just shows

how well everything blends together, how much it really does

look like me is also really compelling.

Um So this generates engagement from from users.

And they're going to be looking at these these images,

these ads and they're going to be thinking more about

it, which leads us to our next funnel step, which

is the evaluation and intent.

So this is where like Impossible Foods website, they're going

to be going to the website and they're going to

be seeing more um more compelling things on their website.

And then also like they're doing like offers and giveaways

on their social media, which is also a pretty big

thing for people that are going to want to buy

this product.

But I really like this ad that they used on

their website.

It's called Your Grill or Mine, and it says love

it or your money back, and it says we're asking

carnivores to grill up in a possible burger, and if

for some reason you're not loving it will give you

your money back seriously.

So that's a really big step towards getting someone to

buy this product.

It's creating a conversation.

Their main target audience is mediators.

It's not vegans is not vegetarians like myself, because we're

already there were already wanting to buy this product, but

it's the carnivores that they want to try the product

and see how they can convince them to eat meat

substitutes rather than regular means.

So this is the main funnel step that's going to

create the conversion, and this is where they're really, really

selling it, and I think they're doing a great job

at it as well.

And then obviously, like I talked about before, the next

step is conversion.

So this is where you're gonna be purchasing the impossible

me either online, at a local grocery store, a restaurant

or a fast food chain, um and then this is

a screen grab from their website and it's where you

can actually buy their product online, um and it gets

delivered right to your door.

So there's there's many ways to get this product, there's

many ways to enjoy this product, and according to a

lot of people, they're really loving it.

So they're obviously doing a really good job.

And then the next step in the funnel is loyalty.

So loyalty comes after obviously conversion.

This is where you're becoming a loyal customer.

You're constantly buying the product, you're constantly enjoying the product.

Um, and your maybe even switching to a plant based

diet full time because of how much you like this

product. So that would be considered a loyal customer.

And then also on the left here, I have a

screen grab from their website and this is just some

recipes there featuring, so they make it really, really accessible

to not only by their product, but also continue buying

their product to use for these really amazing recipes.

And then finally, we have the main part of the

funnel, or essentially the most important one is becoming an

advocate for the product.

So advocate advocate, oh my gosh, can't sit advocacy.

Um, would be posting impossible burgers, product recipes on social

media and then offering to cook for your family and

friends using impossible meat.

And that's my favorite choice.

Um, I love to cook for my friends and family

using impossible meat and really surprised them and how much

it actually tastes like meat.

And I have so many friends and family that are

like diehard meat eaters and I make them burgers, I

make them tacos and make them pasta with impossible me

and they cannot tell the difference.

And I've actually had some of my friends switch over

to becoming vegetarian just because of how good this product

is, which is a really big step in me and

being an advocate myself.

Um, so on the left here, you can see, um,

I took a screenshot of their instagram.

Um, they're tagged pictures, so this is just some of

the thousands of pictures that are being tagged um with

their obviously their instagram and it for people that are

just making eating their product and they're all advocates for

this product.

And then to the right of that, this is actually

a screenshot of my conversation with a family friend who

I cooked.

Um kim Kardashian's plant based talk a recipe.

She is beyond me, which is their main competitor, but

I like Impossible meat better.

So I use that instead.

And you can see, she said, thank you, pumpkin was

delicious and I said, I'm glad you liked it.

And she said a plus, so you can see that

and she's a meat eater herself.

So you can see that even meat eaters are really

loving this product.

And then finally, We have the success.

So impossible food seems to be very successful moving individuals

through the final and becoming not only converted in loyal

customers, but also advocates for their product, but there are

314,000 Instagram followers and being sold in countless stores and

restaurants throughout the nation.

And possible food seems to have it all figured out.

And while they do have obviously flaws, because not everyone's

going to want to try meat substitutes, um they're making

a huge statement in the world of becoming plant based.

And then I also included a little cow here who's

saying good for me too, because he is no longer

being eaten well by someone who's eating impossible meat for

at least.

Um and then I also have my sources here and

that is it.

Thank you so much for watching and I hope you

enjoyed Mhm Bye.

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