 Generation X, consumers born in the middle of the 1960’s to the middle of 1980’s, have the disposable income to contribute to the recovery of the post COVID-19 travel, food and beverage industries. According to Generational Travel Study 2020, “Gen X have solid purchasing power, as they make up 25 percent of the US population but produce 31 percent of national income.” Allen Marketing Communications, a boutique New York City travel and lifestyle public relations, encourages savvy marketers to keep Gen Xers are part of their marketing priorities. Although this group is doing double duty raising their elementary to college children while taking care of their parents, Generation X are a resilient consumers having survived many storms in their lifetime. Here’s what’s trending with Gen Xers during the COVID-19 pandemic. Post COVID-19 Travel Gen Xers are key candidates for staycations often embarking on road trips with their families during this corona virus epidemic. Prior to the global lockdown, research has shown Gen Xers often indulges in at least three vacations often coinciding with their childrens’ school breaks. This trend will continue in a post COVID-19 world as Gen Xers focus on the initiatives by destinations, hotels and car rentals to sanitize and disinfect, contactless check in, social distance to keep this group safe. Health and wellness are key inspirations for travel with this population. “Gen X really care about hotels. Over 25 percent of their vacation budget is spent on the hotel, making it the biggest investment of the trip. Relaxation and quality time with loved ones is incredibly important to this generation, and so they lean towards destinations that are closer to home and have surroundings that are conducive to downtime,” according to the Generational Travel Study 2020. Once again, if the price is right, then this generation will buy. Special promotions such as “book three nights and get the fourth one free” are very appealing for Gen Xers. Rewards programs are also important with this group building loyal consumers and it will inspire them to redeem their points for their next vacation. Other amenities such as complimentary Wi-Fi will also inspire Gen Xers to book a stay, as well as help them uncover all the interesting things to do nearby. Post COVID-19 Food and Beverage Industries Healthy eating habits are top of mind with Generation X. Prior to the corona virus epidemic, health conscious consumers have been experimenting with vegan burgers, milk alternatives (Almond, oat and pea varieties), and plant-based fish into their diets. “A newer, more promising direction, which supports the current mood, is to hybridize the categories — an alliance between animal and vegetable protein, with vegetables maintaining their natural integrity,” according to Food Business News. Gen Xers have been advocates for sustainable foods often purchasing organic dairy products and vegetables at local farmers markets. Organic food consumption will continue in a post COVID-19 world. Let’s face it. When times are tough, people naturally gravitate to comfort foods and “macaroni and cheese, enchiladas and brownies” have been trending during the lockdown. The wine and spirits industries have done extremely well with Gen Xers contributing to a double digit sales during the COVID-19 pandemic. Having said this, “the sober-curious movement, another leading trend gaining ground months ago, has given way to a rise in classic cocktails, global ciders, wine and beer,” according to Food Business News. It is really important for savvy marketers to invest in SEO keywords and really optimize an eye catching, easy to navigate website for online searches. Gen Xers will search the internet for travel deals, as well as conduct cost comparisons for different food, beverage and consumer products prior to making purchases either in person or online. Research shows that”50 percent of Gen Xers are really not influenced by social media.” Despite this fact, Facebook is the social media of choice to reach this demographic group and it is important to have a presence on this platform. Our travel and lifestyle public relations professionals are here to help savvy marketers reach this influential yet often overlooked demographic group. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
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 Are you an aspiring writer who has finally put pen to paper to write your first novel? Did the global coronavirus lockdown provide the necessary escapism for an established writer to create his or her latest masterpiece? Now that your Pulitzer has been written, are you wondering how to market and promote your book and generate a lifetime of royalties? Allen Marketing Communications, Inc., a boutique travel and lifestyle public relations agency based in New York City, shares tips for introducing a new book and securing loyal fans during this global pandemic. Media Relations Media relations is an effective tool to introduce an author and his or her book. In developing our press materials, our lifestyle PR pros always conduct a deep dive with the author to learn the inspiration for creating his or her literary masterpiece. The personal and human touch helps to break through the clutter and stand out in the press. Our team always identifies an industry trend or survey to make the author’s book timely, topical, and newsworthy for journalists. When you write a non-fiction or fiction book, you become an expert. We are always striving to connect our clients with a subject from their book that we believe they have a deep understanding of a particular topic. It’s a valuable method we use in pitching to the media. For example, one author wrote a book on finance, and at the time, it also happened to be Domestic Violence Awareness month. Research shows that most victims don’t leave their abuser because of finance, our client identified five steps on how a person could move forward. During the interview, she was not only able to talk about her role as a finance expert in town, but she was also able to promote her book. Our personal relationships with books and lifestyle reporters have played an invaluable role in opening the doors for new and established writers. By having a personal connection with various media outlets, we are able to place our clients with front and center media opportunities that some authors may not have with other boutique lifestyle public relations agencies. Social Media Marketing Facebook and Instagram are an effective platforms to launch a new book and engage the writer’s followers. Organic posts are always beneficial to keep your followers current and connected about book signings around the country. It is important to post stunning, high-resolution images, as well as respond in a timely manner to your loyal fans commentary on a post. If the author’s budget permits, targeted Facebook and Instagram ads can translate to book sales. One of our clients gained a significant number of new followers, and the money spent on advertising was nominal compared to the end results. Literary Festivals Research has shown that avid book lovers will travel to the end of the world to meet his or her favorite author. In fact, the Berlin International Literature Festival, Brooklyn Book Festival, National Black Book Festival, South Florida Book Festival, Harlem Book Fair, Cheltenham Literary Festival, Edinburgh International Book Festival bring die-hard literary fans to a destination to meet their favorite author(s). During this coronavirus epidemic, the literary festival has gone online once again, connecting book lovers with their favorite authors. It is possible the literary festival may evolve to be a hybrid experience – live in-person readings with virtual online sessions – as we embrace life in a post-COVID-19 world. Our lifestyle public relations professionals are here to help. Give us a call. By Olivia Almagro, consultant, Allen Marketing Communications, Inc. Boutique NYC Spotlights Travel and Lifestyle Trends With Millennials During The COVID-19 Pandemic10/9/2020  mak
“Millennials, also known as Generation Y, are now the nation’s largest living adult generation surpassing Baby Boomers,” according to the U.S. Bureau. As the economy re-opens during COVID-19 pandemic, Millennials, ages 24 to 39, will play an influential role on the road to recovery for the travel, food and beverage industries. It is no secret that the corona virus has taken its toll on Millennials and other demographic groups as it pertains to employment -- furloughs, layoffs and reduced work hours – forcing them to become frugal spenders during these critical times. Despite this fact, Millennials have been leading the way as it pertains certain trends -- contactless payment and online shopping. Allen Marketing Communications, a boutique travel and lifestyle public relations agency based in New York City, shares insights about key travel, food and beverage trends with Millennials during this epidemic. Post COVID-19 Travel Millennials, along with Generation Z, will play a pivotal role on the road to recovery for the travel industry. Although American travelers are temporarily restricted from entering many countries around the world, research reveals that “Millennials consistently answered that they will be more willing to travel sooner than Gen X and Baby Boomers and are less risk-adverse.” (Source: Fuel COVID-19 Consumer Sentiment Study) If the price is right, then people will buy. During these tough economic times, it is important to have limited time offers and amazing travel deals will inspire Millennials to venture on a socially distanced adventure. Instagram will continue to serve as “Insta Passport.” Stunning images will play an important role in helping Generation Y to escape for hiking, camping and glamping at a national park or other areas of natural beauty. Savvy marketers should note that “for distances of driving up to two hours, 66 percent of consumers will be ready to travel within three months of restrictions being lifted, while 36 percent would be willing to travel within one month vs, 31 percent in the one-to-three month window. Staying local and driving up to six hours was just under 50 percent within three months and flying comprised just 22 percent. Those in the greater than $100K bracket would be willing to fly within 12 months at 69 percent vs. 53 percent for the less than $50K and 59 percent for $50K to $100K group.” (Source: Fuel COVID-19 Consumer Sentiment Study) Food and Beverage Over the last couple of months, health officials have encouraged consumers across the country to incorporate immune boosting foods into our daily diets. Research reveals Millennials have embraced healthier eating habits during this epidemic. During the lockdown, Generation Y have been perfecting their culinary and baking skills often experimenting with meatless and vegan-inspired recipes. Others have supported local restaurants by ordering take out items – plant-based alternatives, healthy bowls, and whole grains to boost their immunity. As restaurants re-open and move from 25 to 50 percent capacity, this group of savvy food lovers are creating signature one of a kind meals by mixing and matching different flavors and food items on the menu. A National Restaurant Association report found that “58 percent of millennials were more likely to choose one restaurant over another based on its ability to provide sustainably grown, raised and manufactured foods. 30 percent of millennials eat foods that are certified as organic.” Although liquor sales have exploded with the corona virus, younger Millennials have stayed sober for the most part to maintain a healthy immune system. Mocktails and zero-proof beverages have done extremely well with this group of savvy consumers. Social media will also play a key role in inspire the discerning Generation Y food lover to dine at your establishment or try a new beverage. Although COVID-19 pandemic has forced Millennials and other generations to make many changes in their daily routines, it is worth noting these trends to reach the largest demographic group, stay relevant, top of mind and inspire sales for your brand. Our travel and lifestyle public relations professionals are here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  who
Generation Z, who are individuals born mid-1990s to late 2010, are often referred to as digital natives since they have been using technology at a very young age. Savvy marketers should pay attention to older Gen Zers, (18 to 22 years), as they come of age, enter the workplace, play an important role in the post COVID-19 travel, food and beverage industries. According to Pew Research, “members of Gen Z are more racially and ethnically diverse than previous generations and they are on track to be the most educated generation yet.” Gen Zers are cost conscious spenders since they are entering the work place with so much instability during the COVID-19 pandemic. Allen Marketing Communications, Inc., a boutique NYC travel and lifestyle PR agency, counsels savvy marketers and business owners that Generation Z consumers present a new an emerging market for their travel offering and consumer products. Here are key insights about the Generation Z demographic population. Post-COVID-19 Travel Generation Z will be key to the post COVID-19 travel industry recovery since this group are inclined to board a plane with a face mask for a socially distant active vacation --hiking, trekking and glamping. According to Expedia Media Solutions, “Gen Z are anticipated to take 2.8 trips annually not far behind Millennials” checking off their bucket list destinations and explore the world. It is important to have stunning high resolution photos and post content on your Instagram page. Instagram will turn out to be “Insta Passport” for Gen Z and inspire them to book their adventure of a lifetime. Destination marketers, who have an active film tourism marketing campaign, are wise to target Generation Z since “set jetting” – travel to a destination and visit television and movie locations – is an inspiration for travel with this demographic group. Post COVID-19 Food and Beverage Insights During the COVID-19 pandemic, Generation Z have really paid attention to healthy food and beverages to boost their immune system. Green and ginger teas, Elderberry and Vitamin C supplements emerged in popularity as natural ways to boost our immune system. Vegan inspired comfort foods – “mac and cheese, enchiladas, and brownies” – have seen an explosion in demand during the lock down. In fact, research shows “those following a plant-based lifestyle have much lower rates of pre-existing conditions (hypertension, high blood pressure, obesity and heart disease) that increase the risk of infection.” (Source: Trendalytics) Mocktails, a non-alcoholic mixed drink made without alcoholic beverages, is extremely popular with the generation Z population. Although alcohol sales have done very well with Gen X and Baby Boomers during the pandemic, this generation has stayed sober seeking out non-alcoholic beverages. Social media, especially Instagram, also plays a big role to inspire Gen Z to dine at a restaurant or try a new food or beverage product. Once again, stunning Instagram images of signature dishes and drinks will serve as inspiration for this demographic group. It is really important to have a website easily accessible from a website, Smart phone, and iPad. Research shows Gen Zers will research, book their vacations and purchase consumer products from their smart phones. Our travel and lifestyle NYC PR agency is here to help marketers reach Generation Z consumers as this demographic group comes of age and starts to make an impact on the travel, food and beverage industries. We are here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  They say, “Good things come in small packages.” As we enter the fourth quarter, many destinations, hotels, food and beverage, wine and spirit companies are planning for life post COVID-19 and budget for 2021. For destinations and companies looking for multi-national, multi-lingual teams, we are here to help. Allen Marketing Communications, Inc., a NYC boutique travel and lifestyle public relations agency, specializes in travel, food and beverages, wine and spirits, wellness and non-profits. Our network of boutique PR agencies have the local knowledge and intelligence to help major brands capture share of market and share of wealth around the world. Our services include brand building, media relations, social media – influencer marketing, crisis communications, editorial services (and translation of press materials into different languages), travel trade (digital expos and in-person), special events (virtual and in-person press conferences and consumer showcases). Our team is also very knowledgeable about SEO. We incorporate SEO branded key messages into all communications – press materials, speeches, sales promotional material –to ensure a consistent branded message and to help drive traffic to our client’s website. We stay on the pulse with current trends and industry developments to ensure our clients’ branded messages are relevant. Journalists recognize our agencies for producing timely, topical and relevant stories to keep our clients’ top of mind and in the press. On multi-national global campaigns, we share best practices to ensure our clients’ message(s) resonate with an international audience. We pay careful attention to local cultures and tailor our messages and experiences to garner credible third-party editorial stories and to create loyal customers around the world. Our team of dedicated and skilled travel and lifestyle PR professionals (see below) are committed to becoming part of your marketing team. Australia and New Zealand Cascade Communications Britain Rachel Aked Public Relations Canada Pulse Communications India Elan France Lesley Jo Wiliamson Public Relations Malaysia Pear Anderson Mexico One Percent Agency Russia Idea Grande Singapore Tourism Company South Africa Turner Communications, Inc. South Korea Will & Wow, Co. Ltd United Arab Emirates All Details Middle East In addition to being skilled story tellers, our talented team of PR agencies often implement an integrated marketing campaign working with the travel trade – travel agents and tour operators – and the MICE market to inspire this lucrative industry to plan their next meeting in a particular destination. We often host in-person and virtual training sessions to ensure their product knowledge are current and they can sell packages to their customers. For other consumer marketing clients, our team also implements a beverage, food, wine and spirit trade program featuring expos (digital and socially distant in-person expos) for our clients to meet customers and answer their questions about the new food, beverage, wine or spirit product. We often seek out speaking engagements to position our clients as thought leaders in their respective industries. We offer value for money. Although our fees are a fraction of the cost of large global PR agencies, our network of boutique travel and lifestyle public relations agency produce award-winning programs. Our team has won numerous industry awards in our respective markets. We are here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  Cause related marketing is an effective way for companies to support worthwhile charitable events, elevate the profile of its brands and to position the organization as a good corporate citizen. It is not a new concept and it has been around for decades. Allen Marketing Communications, a boutique NYC PR firm, specializing in travel, food and beverages, consumer products and non-profits, advises our clients that consumers today are demanding more from companies and they are looking at an organizations track record for philanthropy. Consumer products such as personal care, pampers, cereals, as well as liquor companies often clearly state in all Omni channel communication, as well as on product labels that a percentage of sales will be donated to support a particular cause when consumers shop during a specific time period. Other successful cause-related marketing campaign enlists support from major retailers and convenience stores to inspire consumers donate $1 or more at the point of sale check out to support breast cancer, hunger relief, heart disease and other noteworthy causes. Here are tips for implementing an effective cause-related marketing campaign. Inspiring and Simple Messaging. The name of your marketing campaign matters a lot. Every successful marketing campaign has a compelling slogan or title in it. For example, a breast cancer awareness campaign has used #ITouchMyselfProject to educated consumers about the importance of early detection of breast cancer through self examination. Media Relations is an effective tool to educate consumers about an organization’s philanthropic efforts. Our savvy team of travel and lifestyle public relations professionals has found that limited time offers -- a percentage of sales are donated to support worthwhile charitable causes – are effective for inspire consumers to support particular causes. Media relations is an effective tool to secure credible third-party stories in magazines, newspapers, television, radio and online focusing on the limited time offers to stimulate sales while raising funds for charity. Strong Videos. There are a lot of studies that have proved that people tend to read only 20 percent of web page content and are more attracted towards a short video or an image, it is an entirely rational appeal. Videos are key for social media outreach to connect with your existing and potential customers. Event Sponsorships are another way for companies to elevate their profile as a good corporate citizen. Liquor companies often invest heavily event sponsorships to secure tremendous consumer visibility -- event signage, sales promotional items, media relations, banner ads and social media outreach. Concerts, sporting events, as well as charity fundraisers are popular event sponsorships. Omni Channel Communication. It is important for the cause-related marketing campaign to have a unified, seamless message across all forms of communication – media relations, advertising (traditional and digital), social media, email marketing, direct mail and YouTube videos, According to Marketing Drive, “Gen Z shares a preference with older generations for Omni channel marketing, with 87 percent of Baby Boomers, 85 percent of millennials, 83 percent of Generation X and 82 percent of the silent generation saying they prefer a blend of digital and physical channels. Omni channel touchpoints include email, phone, web, in-person engagements, video, social media and printed mail.” Cause related marketing as a whole is something all companies should aspire as part of its business model. It is really important for companies to find a cause they truly care about to have a successful cause related marketing program. Our boutique NYC PR firm is here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  Digital nomads, historically, have been independent workers who use technology (Wi-Fi, Skype, Zoom and What’s App) and work remotely anywhere in the world. Millennials have embraced the digital nomad work ethic by accepting consulting assignments, traveling the world and checking off destinations from their bucket list. Employees around the world have become digital nomads, so to speak, during the COVID-19 pandemic. Employers have found the virtual workplace to be quite productive and they may maintain a blended work set up – part office and part work office. Employees have benefited from virtual working offices allowing them to earn a living and spend time with loved ones. As the world starts to get back to normal, wellness and self-care are important more than ever to maintain a healthy mind, body and soul. In fact, socially distanced escapes are an opportunity for marketing directors to inspire American travelers to venture abroad, visit their establishments or book one of their experiences. Allen Marketing Communications, Inc., a boutique NYC travel and lifestyle public relations agency, spotlights the key socially distanced trends. Wellness Retreats – yoga and meditation vacations – help to rebalance, recharge and revitalize the mind, body and soul. Wellness experiences range from “massages in the middle of the forest to yoga with mountain goats, to hiking, breathing, meditation and relaxation techniques in the open air” (Source: The Telegraph) Some wellness retreats incorporate Sound Baths – an instrumentalist uses a soothing tone to relax someone. In fact, research is underway to learn how music helps to relax the brain and to improve one’s overall mood. Socially distanced cabins, tree houses, yurts, and domes in breathtaking natural settings provide the perfect escape during the current crisis. Although American travelers are temporarily banned from many countries until the COVID-19 situations gets under control in the US, RV (Recreational Vehicle) Motorhomes have seen a boom from purchases and rentals for the type A (motor homes) and type B (van campers) as discerning consumers with the time and disposable income to embark on a socially distanced adventure across the U.S. In fact, “RVShare has reported a 1,000 percent increase in bookings since April 1.” (Source: Boston Globe) For the cost-conscious consumer, motels, one and two story accommodations, are emerging as a popular socially distanced escaped during the pandemic. Travelers simply drive up to their rooms, avoid using an elevator to get to their rooms, and have limited contact with other visitors during their stay. Savvy travelers still seek information about an establishments’ health and safety measures during the pandemic to influence their decision to book a stay. And speaking of driving, car rental companies have an opportunity to spotlight their protocols for sanitizing, disinfecting and cleaning vehicle before and after each rental. Driving is still an ideal socially distanced mode of transportation for those looking for a great escape. Socially distanced getaways are key now as more employees become digital nomads. Our travel and lifestyle PR professionals are here to help. Give up a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  During the COVID-19 pandemic, liquor stores have been deemed an essential business. Research reveals “alcohol sales for the past three months have grown 27 percent,” according to CNN. In fact “off-premise sales of spirits have risen 32 percent, while wine sales have increased 26 percent and beer sales are up 17 percent over the same period in 2019,” according to Wine Business. Our boutique NYC PR firm understands that liquor promotion requires an integrated marketing campaign – media relations, cause-related marketing, social media, tastings (social distancing and virtual tastings) – to educate first-time and repeat customers about the unique look, mouth feel, flavor and notes of different spices. Here are our tips for liquor marketing to build momentum and stimulate sales during the COVID-19 pandemic. Cause-Related Marketing Program Cause-related marketing programs are a very effective way for companies to support worthwhile charitable events and elevate the profile for their brands. During these critical times, many live events have gone online providing liquor companies with digital engagements – media relations, social media, online banner ads, email marketing and e-newsletters -- to expand a brands reach. It is important to position liquor companies as good corporate citizens who advocate responsible drinking and who give back to their communities to help market and sell their beer, wines and spirits. Media Relations Media relations is still a highly effective tool for generate brand and consumer awareness through timely and topical press releases and pitch ideas. It is a real testament to the quality of your brand when influential journalists spotlight wine, spirit and beer in print, broadcast and online media outlets. Reporters can educate consumers about the mouth feel, character, flavor, and hidden notes of different spices as it compares with other liquor brands and extol the benefits of selecting one brand over another brand. Third-party endorsements for influential wine and spirits media are invaluable for moving the needle with your brand. Also, easy to follow cocktail recipes will also enhance your chances for editorial coverage in the media. Mixologist It is important to have a skilled mixologist on staff to develop creative cocktails recipes targeted for special occasions such as Valentine’s Day, Fourth of July, engagements and weddings, Christmas and New Year’s Eve celebrations. Recipes prove invaluable to drive sales for premium spirits. Depending on a client’s budget, mixologist can prove to be influential brand ambassadors for television segments as they demonstrate how to create the easy to prepare cocktails featuring our client’s spirits. Our wine and spirits public professionals are advocates for MAT releases featuring easy to prepare recipes to increase first time consumers to sample the wine and spirit. Virtual Tastings Tastings are key for building loyal customers for our clients’ wine, beer and premium spirit. During the era of COVID-19, virtual tastings have provided an alternative experience to build loyal followers. Virtual tastings do require a bit of advanced planning to ensure the wine and spirits arrive at your customers home prior to any virtual tastings. Social Media Outreach It is vital for liquor companies post frequently on Facebook, Twitter and Instagram to inform loyal fans about new cocktail recipes, upcoming promotions, limited time offers, holiday gift ideas, and new products rolling out across the country. Liquor companies have been resilient during these critical times. Our boutique NYC PR firm is here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. Boutique NYC PR Agency Shares Recipe for Food and Beverage Promotion during the New Normal7/19/2020  Let’s face it, we all have to eat and drink. During this COVID-19 pandemic, at home consumption for purchases at grocery stories has prospered as people have been forced to stay at home. Allen Marketing Communications, Inc., a boutique travel, food and beverage public relations agency, stays abreast of industry trends to launch a new product or reinvigorate an established brand. Here’s our recipe for success to help our food and beverage clients break through the clutter and capture their share of mouth and share of wealth. Media relations is a cost effective marketing tool to generate generates credible third-party earned media and builds brand and consumer awareness. It is important to send food and beverage writers, bloggers and influencers product samples so they can sample the products first hand and feature it in their media outlet. Depending on the client’s budget, our skilled food and beverage public relations professionals recommend a MAT release, also known as a camera ready article, syndicated to newspapers across the country. The MAT Release has expanded to reach consumers through 30 to 60 radio and television spots. Although it is a sponsored editorial content, the MAT release is quite effective to raise consumer awareness and stimulate sales for a new or established product. Food Trade Associations Our team is a huge advocate for the Specialty Food Association (SFA), a membership based trade association for more than 3,500 food and beverage artisans, importers, and entrepreneurs. The SFA makes connections for new, emerging and established food and beverage companies with buyers and distributors to expand the product into retail stores, airports and hotels. This non-profit has played an influential role in making Choubani and other brands household names. During this COVID-19 pandemic, many food trade associations and shows are offering virtual expos to raise awareness for the new or established product through 20-minte interactive sessions. Email Marketing Dedicated emails to a targeted group of influential decision makers can also help to generate brand and consumer awareness food and beverage product. Our team often curates opportunities through trade shows to extend our clients reach and introduce their products to new customers. Email marketing is quite effective because you can track to open rate, click through, as well as obtain information about individuals who opt in or opt out for a particular email campaign. Often, the email marketing campaign includes hyperlinks drive traffic back to your client’s website. Blogs For clients with a shoe string budget, blogs are effective to increase our client’s visibility in online searches. It is really important to integrate client’s branded SEO keywords into the blog and to post two or three times a week to increase your clients’ visibility with online searches and stimulate sales. Display Advertising Whether a client has a small, medium or large budget, display advertising can help to raise awareness for a new product. It is a pay per click advertising service. Your client simply sets the budget spend and you can increase and decrease the budget during the month long campaign. To truly maximize the display advertising, it is important to know your client’s branded SEO keywords to help you reach first-time and repeat customers and drive traffic back to your website to facilitate a discovery and our purchase for the product. Retargeting Advertising For clients’ who have customers who are already visiting their website, retargeting advertising can present a dedicated ad to individuals who are already surfing your website. Retargeting advertising is quite effective for keeping a visitor engaged since it will direct them to content of interest to them on the website. Cause-Related Marketing positions a food and beverage company as a good corporate citizen by having a percentage of sales donated to support a particular 501 © charitable cause. It is a win win situation for both the small, mid-size and multi-national organizations 1) sell a product, 2) raise funds a worthwhile charities and 3) to position the company as dedicated to supporting philanthropy. The food industry has been a huge supporter for causes such as Share Our Strength, Food Bank, No Kid Hunger and Feeding America to do their part to eliminate hunger in America. Our talented team of skilled travel, food and beverage public relations professionals can help food and beverage companies break through the clutter and capture their share of market and share of wealth. We are here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.  The novel corona virus, aka COVID-19, pandemic has taken the food, beverage and hospitality industries by storm. The devastating impact from the stay at home orders and the take-out and delivery service is yet to be seen as many restaurants struggle to stay afloat. At home food and beverage consumption has exploded during the last couple of months as we have been forced to shelter in place to combat the COVID-19. Allen Marketing Communications, Inc., a travel, food and beverage and lifestyle PR agency, stays abreast of key trends to help our clients’ breakthrough the clutter in the food and beverage industry. Here’s what’s trending in the food industry. Plant Based Products As more consumers adopt a healthier lifestyle, plant based food products will continue to grow in popularity in 2020. Flexitarians, a semi-vegetarian who adheres to a diet of fruits, vegetables, legumes and whole grains and occasionally eats meat, have seen an explosion of plant based breakfast, lunch and dinner options on the menu at many fast food establishments across the country. Many companies are developing innovative plant based flavors – avocado, pumpkin, watermelon seed, and mung bean to tantalize the taste buds of the discerning flexitarian. And, in keeping with the plant based food trend, some butchers and meat brands are now offering blended burgers – “75 percent meat and 25 percent plant based products (wheat, mushroom, barley yeast and water)” according to Whole Foods. Pea Milk, a Plant-Based Milk Alternative Pea milk, is the latest plant based milk, to provide an alternative to traditional milk from a cow, almond, soy and oat milk. “Research from Nielsen has found that plant-based milk category is up 3.1 percent from last year, while cow’s milk sales are down five percent during the same period” according to Whole Foods. Pea milk is an excellent source of protein, low in calories, available in unsweetened, sweetened, vanilla and chocolate flavors. It is a good alternative to consumers with dairy, soy and nut allergies. Shared Commercial Kitchens Ghost kitchens are simply share kitchens with multiple restaurants and caterers using a commercial space at different times to save money and run their food business at the fraction of the cost. The ghost kitchens are extremely relevant especially during this COVID-19 pandemic when many restaurants have been operating with take-out and delivery service. Mocktails and Low Alcohol Beverages Millennials and Gen Zers are drinking less because of health consciousness and social media culture,” according to Mintel. In fact, mocktails have been providing a non-alcoholic cocktail in a party setting to social butterflies since the 2000s. Piquette, a low alcoholic bubbly, is gaining traction since it is made from “a second pressing and fermentation of grapes used in traditionally in wine-making and almost tastes like hard kombucha” according to the Food Network. Other popular low alcoholic beverages include botanical infused beverages, and alt gin, just to name a couple of options. There Are New Flours on the Market As many people have been sheltering in place, consumers around the world have had the time to explore and experiment to find fine tune their cooking and baking skills. Flour traditionally has been made by “grinding raw grains, roots, beans, nuts and seeds,” according to Wikipedia. Many bakers are aware about the all-purpose, wheat, gluten-free flours on the market. New flavors such as “teff flour (Ethiopian injera), cauliflower and fruit and vegetable flours such as banana and coconut” are exploding on the market as more people bake and experiment at home. (Whole Foods) Our travel, food and lifestyle PR professionals are skilled story tellers to help our clients’ capture their share of wealth and share of market in the industry. We are here to help. Give us a call. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc. |
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