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Slow Food Marketing Presentation

Created by Team 1, Strategic Marketing for Non-Profit Organizations, April 2010
by

Ida Norheim Hagtun

on 22 April 2010

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Transcript of Slow Food Marketing Presentation

SLOW food marketing The arts & culture sector The 'culture change' sector History of Slow Food 1986: Founded by Italian Carlos Petrini
1989: Slow Food International - 15 countries
2000: Slow Food USA
2010: 1,000 chapters - 100,000 members - 132 countries


Slow Food International HQ: Italy
Defense of biodiversity
Food education
Link producers and co-producers
Mission: 'to defend biodiversity
in our food supply, to spread taste
education and connect producers of
excellent foods with co-producers
through events and initiatives'
Slow Food USA Mission: 'to create dramatic and lasting change in the food system. we reconnect americans with the people, traditions, plants, animals, fertile soils and waters that produce our food. we inspire a transformation in food policy, production practices and market forces so that they ensure equity, sustainability and pleasure in the food we eat. 'Food culture and enjoyment' vs 'back to advocacy'
The Slow Food Nation (2005)
Time for Lunch
2010 Farm Bill Campaign
Target audience Pyramid structure of members and supporters
Expansion:
Members - 1,800 to 28,000
Supporters - 40,000 to 150,000
Outreach to farmers and college students
Positioning & Competition

Marketing Mix: Price
Most are membership costs (from $60)
"Pay what you can" campaign
Own fundraising by each chapter (225 chapters in US)
Managing local chapters
Marketing Mix: Product Benefits of membership
Connected to local chapters
Events
Discounts
Become part of a growing movement - change the way America eats!
Marketing Mix: Promotion and Place Channel and communication:
Website, Events, Publications, Local Chapters
Consistency across 225 local chapters Problems+recommendations Problem = Image of Elitism Recommendations Advocacy training opportunities for chapter leaders
Revise mission statement and program names
Partner with established advocacy organizations
Analyze membership structure
Enhance Website
More support for campus chapters




Advocacy Support campus chapters Employment
Technology
Competition
Funding
Ideas about “culture”
Diversity
Demography Major Marketing Issues From Product-Driven to Consumer-Driven
From mindset of 'inherently desirable offer' to focus on real behaviour change strategies Best practices Combining culture and entertainment
'Accepting' whole marketing mix
More market research & segmenting the audience to put them at center
New distribution channels
Community, collaboration, co-creation
Culture as politics Consumer power organisations: change policy through
consumer choices
Moving beyond preaching to the converted
Direct ask & removing barriers to action
Communities taking incremental steps toward common goals
Networked organisations
Global vs local tensions
Leaders as cultural figures: Petrini
The Slow Movement
Wider trends & opportunities Consumer: 'Only one member-based food organisation'
Producer: ?
Elitism Slow Food Nation: "misstep" Mission statement & programs Establish partnerships Membership Website Elitist image: « "[Organizers] also realize that it may be their best chance to prove that Slow Food, as a movement, is not just one big wine tasting with really hard to find cheeses that you weren’t invited to.” Unclear positioning: “Outside of the tight culinary circles of San Francisco and New York, people seemed to have a hard time figuring out exactly what Slow Food did. Some farmers and producers perceived its members as dilettantes who traveled the countryside 'discovering' Berkshire pigs and heirloom tomatoes and old apple orchards.” Narrow base of support and lack of diversity: “Brahm Ahmadi, the executive director of the People’s Grocery, a community organization that works to get healthy food into poor parts of Oakland, Calif., wrote in his blog that Slow Food lacked ‘economic and racial diversity.’” what are your views on slow food USA's mission?
Full transcript