Do People Know Your Story?
As a relative newcomer to my current role and to the food and beverage industry in general, I can’t say with any certainty that I have all the answers to the challenges or secrets in our business. In fact, I am pretty sure there is so much more that I need to learn and being a food manufacturer because it is one complicated process from end to end between, supply chain, logistics, quality assurance, product development and marketing.
However, in my little corner of this beast that is the manufacturing industry I do know that trying to implement a social media strategy has come with a fair bit of obstacles. I would say one the greatest challenges that I have faced in implementing digital media into our marketing mix has been how to promote and create content for our brand when our products are all sold under another company’s label.
Adding to the complexities of that is the navigating through contractual obligations that restrict the ways which we can associate ourselves publicly with any of the clients that we create products for. Violating any of our agreements in any way not only indicates a breach of trust but can lead to loss of contracts or penalty fees. This has been a literal minefield for me to negotiate through and I have needed to get very creative with my social media strategy suggestions.