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The Importance of Strategic Marketing for Smaller Irish Food and Drink Businesses

Written by Gary Osborne, Industry Capability Manager, Bord Bia

In the vibrant and competitive landscape of the Irish food and drink industry, smaller businesses face unique challenges. These enterprises often have limited resources compared to larger corporations, making it crucial for them to leverage effective marketing strategies to thrive. Some top tips on why marketing is essential for smaller Irish food and drink businesses follow: 

Competing with Larger Brands 

In a market dominated by well-established brands, smaller businesses need to find ways to stand out. Effective marketing allows these businesses to highlight their unique selling points and differentiate themselves from competitors. By focusing on niche markets or specific customer needs, smaller businesses can carve out a space for themselves. For instance, a small brewery might focus on craft beers with unique flavours, appealing to a segment of consumers looking for something different from mass-produced options.  The SuperBrands service is particularly applicable here and is available for Bord Bia client companies with turnover of up to €5 million.  More details can be found here.  

Leveraging Digital Marketing 

Digital marketing has levelled the playing field for smaller businesses. With the rise of social media, Search Engine Optimisation (SEO), and online advertising, even businesses with modest budgets can reach a wide audience. Social media platforms like Tik Tok, Instagram and Facebook are particularly effective for food and drink businesses, allowing them to showcase their products visually and engage with customers directly. Additionally, a well-optimised website can attract local customers searching for specific products or services online. 

Building Brand Awareness 

For smaller businesses, establishing a strong brand presence on a tight budget is vital. Marketing helps create awareness about the brand and its products among potential customers. Through consistent and targeted marketing efforts, businesses can communicate their unique value propositions, such as the use of local ingredients, traditional recipes, or sustainable practices.  This not only attracts customers but also builds a loyal customer base that appreciates the brand's story and values. 

Adapting to Market Trends 

The food and drink industry is constantly evolving, with new trends emerging regularly. Effective marketing allows smaller businesses to stay agile and adapt to these changes. By monitoring market trends and customer preferences, businesses can adjust their offerings and marketing strategies accordingly. For example, if there is a growing demand for plant-based products, a small food business can introduce new vegan options and promote them through targeted marketing campaigns. For fuller details on Bord Bia Cultivate, an analysis of Consumer Lifestyle Trends please click here. 

Enhancing Customer Engagement 

Marketing is not just about attracting new customers; it’s also about retaining existing ones. Engaging with customers through regular updates, newsletters, and promotions helps keep the brand top-of-mind. Personalised marketing efforts, such as loyalty programs or special offers for repeat customers, can foster a sense of community and encourage repeat business. Happy customers are also more likely to spread the word, providing valuable word-of-mouth marketing. 

In conclusion, marketing is a powerful tool that smaller Irish food and drink businesses cannot afford to overlook. It helps build brand awareness, compete with larger brands, leverage digital platforms, enhance customer engagement, and adapt to market trends. All of today’s big food and drink companies were once start-ups with good ideas.  By investing in effective marketing strategies, these businesses can not only survive but thrive in the competitive market.  Client companies with turnover of up to €5 million can avail of the Bord Bia SuperBrands service and should contact gary.osborne@bordbia.ie to learn more. 

References: 

Forbes Magazine, 2024.  Small Business Marketing in 2024: The Ultimate Guide 

Business.org, 2023. 13 Proven Marketing Tips To Attract Customers on a Small Budget