We live in a big, noisy world and the demand for your customers attention is greater than ever. To successfully share your campaign message, you need to be able to hook the media’s attention and craft your campaign in a way that engages those customers and adds value to their lives.
That’s why you need to give them something to talk about. Every company must begin by asking “What am I willing to give?”. Why? Because the success of your campaign depends on of what you are willing to give your customers and to give the media. Your products and services may be awesome, but nobody likes to be sold to. We turn off, change the channel, zone out. This means you need to be creative. You need to give something of value, something that entertains, improves lives and then your message gets heard in the process. The good news is that there is a simple way you can create valuable and interesting content that will get everyone talking.
All you need to do is commission some media hot research. In a moment, I will reveal exactly how I can help you do this but before I do, I want to expose the 3 rookie research mistakes I see companies make so you can avoid them!
To discover my top tips and insider secrets, download my FREE "3 Ingredients For An Awesome Food Brand Campaign" guide by entering your name and email below. Inside I talk you through the key elements every food brand campaign needs to be successful, along with a detailed rundown of my services. PLUS I will also send you a handy one-page guide perfect for giving to your clients or team members!
3 ROOKIERESEARCH MISTAKES
3 ROOKIERESEARCH MISTAKES
Commissioning consumer research and crafting your campaign based on the findings is a great way to give your story some credibility and oomph. BUT before you invest a penny, you need to discover the 3 rookie research mistakes that could destroy your campaign before your press release is even drafted.
The reality is that there is so much research already out there. The last thing you want to do is waste money commissioning research which has already been carried out. I’m passionate about helping you commission the right research, so you get maximum exposure.
That’s why the first step for all my research packages is to carry out a detailed analysis of the existing research. Only then can you be confident that the findings will be fresh and newsworthy.
You have a great story idea BUT the research is designed wrong. The result? Dull findings that do nothing for the campaign. I’ve seen it happen. It isn’t pretty. Not only am I experienced at designing large scale research studies, but I also know what is hot and what is not, in the world of nutrition, food psychology, healthy eating and eating behaviours.
Day in, day out I work with major media outlets advising them on the latest trends in the field. I know what they are looking for. I can help advise you on the right research questions so you get the results you need to support your key campaign messages.
The raw data is back and looks promising. The problem? The analyst isn’t clued up on what the media REALLY want. I can look over your data and ensure that you have the most media-worthy stats and findings for your press release and interviews. I can help you get the most from your results. I’m a statistics and research geek at heart. Before I was the media ‘go to’ food psychologist, I was an academic. I spent years designing and conducting large-scale research studies, for my doctorate, MSc, BSc (Hons) & BA (Hons) and also for institutions such as Oxford University.
As part of my extensive academic training, I completed a statistical based Ph.D. which involved managing large-scale research studies with 1000’s of participants. I have developed research from start to finish including ethical consents, design development, data collection right through to statistical analysis and write up. These skills combined with my psychology and nutritional qualifications has proven invaluable for companies wanting to weave research findings into their campaigns.
3 TYPES OF RESEARCH
3 TYPES OF RESEARCH
Now you know how to avoid the 3 rookie research mistakes, let’s consider the 3 different types of research you could use for your campaign and discover which one’s for you.
One of the first options is to commission research investigating previous studies but with a twist. It all starts with a simple idea. A different way of thinking. Figuring out what would help grab the media’s attention and shine a spotlight on your campaign. This is the simplest approach for creating awesome content for the media and help spread your message. I can help you come up with a unique angle for the research which will complement your key campaign messages. Once we have the angle ironed out, I can get to work researching and pulling together key findings which will bring your campaign to life.
But what if there isn’t any existing research, which quite hits the mark? Then you could commission a behavioural study. This is a fantastic way to create exciting and newsworthy content to help your story attract the attention it deserves. I can design, conduct and analyse a behavioural study with your key campaign messages in mind. Check out my Soreen hangry trials case study for more details of what is involved.
The final option is to commission a survey. While I don’t carry out large scale surveys I can help advise you on the key questions to include and what angles to approach the research from. I can help you avoid the 3 common rookie research mistakes by investigating previous research in the field, developing the study questions and going through the data to ensure you get the insights you need to strengthen your campaign
All you need to do now is decide how you want me to write up the research. From experience this usually fits into one of four options:
With this option, the findings would be written up in a short report outlining the results. This is designed to provide you with all the essential findings in a bulleted and concise format, ideal for writing your press release. The report would also provide the full references for research highlighted in the report.
BRIEF LITERATURE REVIEW ANALYSIS EXAMPLE: Zizzi Mood Boost Campaign
Zizzi hired me to research 10 mood foods to promote their new winter menu. For this, I spent time analysing the current research on the key nutrients in food which have been shown to elevate your mood. I then wrote up my findings as a brief literature review with references. This provided their PR team with the information they needed to draft their press release.
BRIEF SURVEY ANALYSIS EXAMPLE: Heinz What Sauce Type Are You Campaign?
Heinz also commissioned me to write a brief report for them to use as the basis of their press release and upcoming radio day. However, unlike Zizzi's they had also commissioned an independent survey investigating preferences for brown and red sauce. Alongside the review of past research in the psychology field on food preferences, I also analysed the research alongside the findings from their consumer survey. This allowed them to understand their survey research within the wider context of past psychological findings. This then provided their PR team with the information they needed to draft their press release.
The research can also be crafted into a fun and interesting quiz. Here is an example of a quiz I have created for a previous campaigns:
SURVEY ANALYSIS & QUIZ CREATION EXAMPLE: Knorr Souper Personalities Campaign
Similar to the Heinz sauce campaign, Knorr also commissioned me to draft a brief survey analysis for their press release and upcoming radio day. They had also commissioned an independent consumer survey investigating our love of soup. Alongside analysing the findings of the survey, I also reviewed past psychological research investigating the link between flavour and personality. Using the findings, I wrote a survey analysis including references. I then created a quiz based on the findings from the research. Their PR team used this content to create their press release and an infographic of the quiz for social media.
The third write up option is to have me take the research and spin it into a media-friendly article. Packed with studies, insights and expert quotes all in line with your key campaign messages this is the perfect way to get spread the word quickly. I have included a piece that I did for Seasonal Berries as part of their Smart Snack campaign. The PR company then syndicated it and received some great coverage.
SHORT MEDIA FRIENDLY ARTICLE EXAMPLE: Season Berries Smart Snack Campaign
Seasonal Berries are passionate about all things berries. They commissioned me to research the benefits of eating berries and craft 5 top tips for including more beautiful berries in the diet. After conducting the research on berries, I drafted a article outlining my top 5 tips for avoiding the afternoon slump packed with ideas on how to include more berries in your daily diet. Yum.
The final write up option would be to commission a comprehensive literature review. This could be written in an academic tone or with a more informal style language. The review could then be used to form the basis of your campaign story.
COMPREHENSIVE LITERATURE REVIEW EXAMPLE: Smyles WIth Lyles Campaign
When Lyles Golden Syrup decided to create their first ever smile-activated syrup dispenser they wanted to create a some hype. To help drum up some media interest they commissioned me to conduct a literature review on the benefits of breakfast, smiling in the morning and how contagious a smile is. Using the review combined with a research survey and my expert quotes they drafted a press release and pitched national radio stations. They then ran a radio day where I worked as their spokesperson for the “Smyles With Lyles’ campaign.
A copy of each of these reports is available to download within the secured clients area. I created the clients area so those interested in working with me could find out more about my services, read examples of my work and find out more information about my prices. To request access to the clients area click apply now and tell me more about your upcoming campaign. Once I receive your application form and review your campaign details, I will send you details of how to access the clients area.
SCHEDULE A CALL
SCHEDULE A CALL
Due to the number of campaign requests I receive, I, unfortunately, cannot work with everyone. If you are interested in hiring me for your upcoming campaign, please schedule a campaign call with me.
Once you click the Schedule A Call With Christy button you will be able to schedule a 10 minute Introductory Campaign Call with me. This initial call is an opportunity for us to see if I am the right fit for the campaign and if I feel I can help you.
If we decide to go ahead, we can schedule a free Campaign Planning Session. This is an opportunity for your food branding client, yourself and I to plan my potential involvement in the campaign, how I could support it and outline the key campaign objectives. During this session we can also discuss costs. If we decide to work together on the campaign then I will create a campaign plan for outlining my services. This will detail costs, the agreed timeline and deliverables.
To date I have worked on over 40 food brand campaigns, here are some of the fantastic clients I have worked with.