Spokeable

turning average joes into local spokesmodels

Say Cheese! Why Food Brands Want Photos

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My favorite foods made New York Times headlines this morning. Macaroni and Cheese. Kraft Foods Group is hiring a start-up firm, Ditto Labs, to learn more about their customers. How? Through photos.

Sara Braun, senior marketing director for Kraft Macaroni and Cheese discussed their decision to hire Ditto in a statement. “We want to ensure we continue to evolve, keep the brand fresh and relevant. A lot has changed with how the consumer sources information. As a marketer, we want to be reaching our consumer in whatever technologies she uses today.”

Sara is right. The best way to understand consumers is to look at what they’re currently doing and how their currently doing it. Consumer behavior is sourced online these days and best done through photos. More than 500 million photos are updated daily.  That’s a lot of information about consumers. There is nothing more valuable for any company, regardless of size, than a keen understanding of what their customers do and what they celebrate. Because people uploaded photos of their day’s high point, it offers an invaluable assessment of what’s attractive to the consumer. Photos, then, are ripe with collectible data for how to grow market reach and fine tune outreach strategies.

Ditto Labs also explains in their presentation that photos can help brands/businesses identify competitors as well as fans. It can help understand what else is out there and how to set themselves apart.

There is perhaps no more valuable data collection tool than photo analysis. The hard part, though, is analyzing it all.This is why in Spokeable we created the backend software that allows for all the photos taken in small businesses to be categorized in a way that easily encourages action. We facilitate the use of photo-data for marketing solutions that truly influence customers. Small businesses can’t pay for big firms like Ditto (though their work is great). And Ditto isn’t trying to access the small business market. At Spokeable, though, we created a  platform specifically designed for local business that helps them understand and truly engage their customers in relevant exchanges.  Through photos.

Tonight I think I’ll get mac and cheese from my local Fort Green takeaway. I just saw a great photo on Spokeable.

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Author: sspokeable

turning average janes and joes into local spokesmodels

One thought on “Say Cheese! Why Food Brands Want Photos

  1. Fascinating article. Truly enjoyed reading it.

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