WHAT WE CAN OFFER YOUR BUSINESS
Fully integrated foodservice marketing from strategic thinking to hands-on execution
OUR APPROACH: STRATEGY FIRST
WE START WITH UNDERSTANDING YOUR GOALS AND BUILD FROM THERE
MEDIA ANALYSIS, PLANNING AND SCHEDULING
Before you decide to advertise or engage in media relations initiatives, you need to identify the most effective media channels.
The Armory has the expertise to conduct an exhaustive media analysis, and plan and schedule media activity accordingly so as to ensure effective penetration and strong response rates via measurable results such as website page views, EDM opens, CTA click-thrus and other analytics.
STRATEGIC COUNSEL AND PLANNING
We provide top level strategic thinking and practical knowledge built upon extensive experience in the foodservice market.
The Armory has conceptualised and executed comprehensive foodservice marketing strategies for some of Australia’s best known brands and businesses, from strategic rationale through to tactical implementation.
CORPORATE/BRAND BUILDING AND POSITIONING
The highly competitive nature of the foodservice market brings with it many challenges in establishing, positioning and consolidating corporate/brand identity.
The Armory has a proven track record of building the necessary strategic framework to build/increase brand recognition, reinforce values, increase awareness and generate media coverage.
RESEARCH - MARKETING, BRAND & CHANNEL
Launching a new product, repositioning your range or developing a new corporate identity? Research on the market’s tastes, needs and niches is vital.
The Armory’s expert consultants can provide you with the authentic market insights you need. Our team includes market researchers, chefs highly experienced in product benchmarking, food stylists and more.
ADVERTISING
CREATIVE
Want to develop a new brand identity? Reposition your foodservice corporate image? Launch a new product?
The Armory’s design and copywriting experts conceptualise and execute creative solutions across the full spectrum of the foodservice market, from standalone ads to integrated campaigns with strategic underpinning.
CREATIVE EXECUTION
THAT DELIVERS
PRODUCTION - PRINT & DIGITAL
From print magazine advertising/inserts, brochures and POS material to digital ads in multiple formats including banners, MRECs, carousel gifs and mp4s, embedded media, microsites and EDMs, The Armory has the inhouse expertise to produce it for you.
We also have extensive experience in producing brand designs, pitch decks, stylish Powerpoint presentations, benchmarking and survey reports, annual reports, style guides, promotional materials such as product catalogues and calendars, inhouse magazines (both print and digital) and more.
MEDIA PLACEMENT AND BUYING
Whatever media your advertising is designed for, The Armory organises placement and ensures compliance with all necessary specifications and formats such as print, broadcast, narrowcast, e-media etc.
We are experts in affordable and cost-effective strategic placement for foodservice brands, products and services utilising both our inhouse media such as Foodservice Rep webmag, podcasts, vodcasts as well as your preferred media channels/digital platforms including social media.
Our professional representation of multiple foodservice brands and businesses gives us the collective buying power to negotiate otherwise unattainable discount rates when buying media on behalf of our clients.
WEBSITE DESIGN & BUILD
CONCEPT TO COMPLETION SITES
The Armory has extensive experience in producing both bespoke websites and sites built upon popular backend platforms such as Wordpress and Squarespace, delivered as a turnkey solution.
We produce corporate/brand websites, e-commerce stores, online magazines/blog sites, microsites and more – all from initial conceptualisation through to detailed site architecture, and design/build implementation.
CONTENT GENERATION STRATEGY, SCHEDULING AND EXECUTION
Once your site is up and running, we can conceptualise and implement an ongoing content generation strategy, fully integrated with your social media and other online presence. This includes creation, scheduling and uploading of all content.
VIDEO PRODUCTION
The advent of smartphone cameras and video editing apps has given rise to a multitude of self-proclaimed video producers. However, truly professional video execution which seamlessly integrates with your overall marketing strategy and does not undercut your brand positioning takes more than just technology – it takes genuine knowhow, which can only be gained through training and experience.
The Armory’s extensive experience in producing and editing professional, polished video gives you a competitive edge in effectiveness and persuasion.
We have successfully produced the following video content for a range of clients:
Recipe videos
Hype reels
Conference showcasesInstructional/product demo videos
Professional association reports
Corporate branding
End-user testimonials
Spokesperson profiles
Vodcasts
PODCASTS
FULL SERVICE CONCEPT TO COMPLETION
The Armory’s expert team of consultants includes highly experienced podcast producers, responsible for literally thousands of hours of audio content. Let us craft your podcast to ensure content is appropriately paced and remains relevant to the audience at all times.
We have full inhouse production capabilities to produce both whole podcast programs as well as audio ads designed for podcast placement.
We also offer inhouse audio ad placement in our inhouse FoodRadio Podcast series.
Audio podcasting can be an extremely effective means of communicating with busy foodservice professionals on the go, as they can listen while driving, flying, exercising or during work downtime. However, key to a successful podcast is judicious interviewing, writing, editing and timing – all skills which can’t be delivered through technology alone and require human expertise
PUBLIC RELATIONS
FULL SERVICE PUBLIC RELATIONS
Effective public relations constitutes the public face of your reputation management strategy, enabling you to communicate with your target audience, brand your product or corporate and influence perceptions.
The Armory can assist with this via a full public relations strategy designed to resonate across all key stakeholders.
STRATEGIC ALLIANCE BUILDING
Want expert counsel on how best to capitalise on promotional opportunities offered by the various professional associations in foodservice?
The Armory has close ties with FoodService Association Australia, Australian Culinary Federation, World Association of Cooks, Australian Technical Institute of Chefs, Hospitality in Healthcare, Restaurant & Catering and others.
EVERYTHING WE DO IS TARGETED TO FOODSERVICE DECISION-MAKERS
MEDIA RELATIONS, PLANNNG, SCHEDULING AND EXECUTION
Media relations activity is the component of public relations which deals exclusively with media and in foodservice terms this typically encapsulates both trade and social media activity.
The Armory conceptualises full media relations strategies and executes these utilising a range of tactical components designed to maximise your brand/corporate presence in both the print and digital space. We will plan and schedule a full media relations program and place content strategically on your behalf across nominated media.
STRATEGIC EDITORIAL PLACEMENT
The Armory has a range of options for strategic editorial placement as a means of brand building/consolidation, encouraging product trial, communicating key corporate messaging, establishing corporate citizenship credentials etc. This includes in our online publication Foodservice Rep as well as via podcast/vodcast production and in EDMs.
We can tailor strategic placement to meet your needs and budget, delivering a cost-effective means of effective messaging.
SALES & MARKETING SUPPORT
DIRECT MARKETING STRATEGY & IMPLEMENTATION
Direct marketing when effectively implemented offers an unmatched opportunity to reach identified market channels with specifically tailored communication.
EDMs (Electronic Direct Marketing) can be targeted to reach specific audience subsets, provide a medium for trackable CTA click-thrus to your website or microsite, and deliver measurable results thanks to indepth analytics.
We can conceptualise and execute a direct marketing strategy, schedule and content generation to communicate your message.
SALES SUPPORT MATERIALS
Brochures, corporate profiles, Point-Of-Sale and other promotional materials such as recipe books, calendars and business advice (‘hints and tips’) pertinent to your target audience can greatly assist in generating increased awareness and brand/product loyalty.
We have a proven track record of producing eyecatching and effective messaging via these materials in both print and digital media.
SALES PROMOTIONS
Promotional giveaways, competitions and awards, loyalty schemes and sponsorship programs can be a surefire way to boost the profile of your product/ brand or corporate entity.
These programs can target either wholesale distributors or foodservice end-users or use a two-tiered strategy to include components for both.
SOCIAL MEDIA
We have successfully conceptualised, executed and run social media marketing campaigns and ongoing content generation for foodservice brands and businesses, encompassing:
STATEGY
From strategic rationale and identification of key platforms to target audience segmentation, identification of content pillars and tactical planning.
EXECUTION
Ongoing content generation across multiple tiers (longform and shortform) as per nominated content pillars and utilising latest graphic design trends, video/audio content, testimonials/ambassadors etc, tying in with complementary marketing collateral as part of an integrated strategy as required.
SCHEDULING
Content calendar creation, in-advance content scheduling and client approval prior to dissemination utilising digital scheduling platforms.