A proposal for collaborative marketing and promotion of ... · PDF file• Compromising the independence and freedom of members ... bottom-line benefits from day one: ... The current

A proposal for collaborative marketing and promotion of Scottish Smokehouses

IntroductionScotland’s smokehouses contribute strongly to Scotland’s fine foods

offer, supplying a wide range of unique, world-renowned speciality

products including fish, meat, game and cheese.

Scotland Food and Drink, working with Co-operative Development

Scotland and Jump Marketing, would like to engage the smokehouse

sector in exploring the possible opportunities and business advantages

of collaborative working.

A number of formats, structures and strategies are feasible. Primary

focus would centre around delivery of bottom-line benefits for individual

producers and the industry as a whole, but without:

• Significant investment from individual businesses

• Compromising the independence and freedom of members

• Significant financial or reputational risk

Scottish Smoked

Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu

www.scottishsmoked.co.uk

The Benefits of CollaborationAmongst the many potential benefits of collaborative working,

initial exploratory discussions have highlighted marketing and

promotion of “Scottish Smoked” products as the primary benefit

producers would be interested in.

Specific strategies and activities would be decided by the

group, but it is envisaged that any collaborative marketing and

promotion would target both consumer and trade, and have the

following objectives and benefits:

• Raise awareness and understanding of smokehouse

products.

• Establish Scotland as the world-leader in smoked foods, with

Scottish Smoked an identifiable mark of quality trade and

consumer alike will search out.

• Drive sales (consumer and trade; direct/online and through

retail/distribution channels).

• Develop and grow new markets (international), demographics

(non-traditional smoked food consumer) and purchase

occasions (away from Christmas, special occasions etc).

Initial Marketing and Promotion ActivityProposals for initial/launch activity are intended to provide a

solid platform for future initiatives, and to start delivering

bottom-line benefits from day one:

• Create an identifiable brand (including a ‘Quality Mark’ to be

used by member producers) for Scottish Smoked.

• Create a website, an online hub, to include:

Directory of all member producers (profile, images,

contact details, links to individual websites etc).

• Interactive/search-able map.

• Online Scottish Smoked store, selling entire range of

products from member producers.

• Recipe, serving and drink-matching suggestions.

• Travel/tourism ideas.

• Media Relations

• Create media interest and exposure to raise awareness of

Scottish Smoked and drive people to the website. Activity to

include, inviting journalists to visit/tour smokehouses, running

tastings and events, providing recipes to magazines (possibly

in association with a ‘name’ chef).

All launch activity, as well as ongoing and long-term strategies and

initiatives would be discussed, decided and directed by the group.

Scottish Smoked

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.

Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.

about history products shop contact

Scottish Smoked

Rannoch Smokery

Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.

Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.

Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.

about

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in s

history products shop contact products shop

Scottish Smoked

Explore an authentically Scottish taste

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.

Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.

Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.

about history products shop contact products shop

Scottish Smoked

Loch Fine

Scottish Smoked

Scottish Smoked

IntroductionScotland’s smokehouses contribute strongly to Scotland’s fine foods

offer, supplying a wide range of unique, world-renowned speciality

products including fish, meat, game and cheese.

Scotland Food and Drink, working with Co-operative Development

Scotland and Jump Marketing, would like to engage the smokehouse

sector in exploring the possible opportunities and business advantages

of collaborative working.

A number of formats, structures and strategies are feasible. Primary

focus would centre around delivery of bottom-line benefits for individual

producers and the industry as a whole, but without:

• Significant investment from individual businesses

• Compromising the independence and freedom of members

• Significant financial or reputational risk

Scottish Smoked

Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in vulputate lorem. Fusce viverra risus id mauris ornare vitae faucibu

www.scottishsmoked.co.uk

The Benefits of CollaborationAmongst the many potential benefits of collaborative working,

initial exploratory discussions have highlighted marketing and

promotion of “Scottish Smoked” products as the primary benefit

producers would be interested in.

Specific strategies and activities would be decided by the

group, but it is envisaged that any collaborative marketing and

promotion would target both consumer and trade, and have the

following objectives and benefits:

• Raise awareness and understanding of smokehouse

products.

• Establish Scotland as the world-leader in smoked foods, with

Scottish Smoked an identifiable mark of quality trade and

consumer alike will search out.

• Drive sales (consumer and trade; direct/online and through

retail/distribution channels).

• Develop and grow new markets (international), demographics

(non-traditional smoked food consumer) and purchase

occasions (away from Christmas, special occasions etc).

Initial Marketing and Promotion ActivityProposals for initial/launch activity are intended to provide a

solid platform for future initiatives, and to start delivering

bottom-line benefits from day one:

• Create an identifiable brand (including a ‘Quality Mark’ to be

used by member producers) for Scottish Smoked.

• Create a website, an online hub, to include:

Directory of all member producers (profile, images,

contact details, links to individual websites etc).

• Interactive/search-able map.

• Online Scottish Smoked store, selling entire range of

products from member producers.

• Recipe, serving and drink-matching suggestions.

• Travel/tourism ideas.

• Media Relations

• Create media interest and exposure to raise awareness of

Scottish Smoked and drive people to the website. Activity to

include, inviting journalists to visit/tour smokehouses, running

tastings and events, providing recipes to magazines (possibly

in association with a ‘name’ chef).

All launch activity, as well as ongoing and long-term strategies and

initiatives would be discussed, decided and directed by the group.

Scottish Smoked

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.

Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.

about history products shop contact

Scottish Smoked

Rannoch Smokery

Explore an authentically Scottish taste Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.

Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.

Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.

about

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi in risus rutrum facilisis. In in s

history products shop contact products shop

Scottish Smoked

Explore an authentically Scottish taste

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed et urna a lorem porta scelerisque vel vitae nibh. Maecenas mattis volutpat ante nec pretium. Cras cursus commodo odio, vel vehicula nibh viverra vitae.

Sed euismod vehicula sapien bibendum facilisis. Nam auctor imperdiet rutrum. Nam orci libero, vestibulum quis rutrum et, fringilla consequat massa. Integer volutpat hendrerit eros in mollis. Integer vitae lectus ac neque varius tempor.

Duis in risus et nibh mattis euismod. Donec sed tortor leo, nec sagittis metus. Suspendisse a ante nisl, vel tincidunt justo. Morbi sollicitudin nisl.

about history products shop contact products shop

Scottish Smoked

Loch Fine

Scottish Smoked

Scottish Smoked

Scottish SmokedThe Collaboration ModelStructure:

The current proposal is for smokehouses to consider the Consortium

Co-operative model as a suitable format for collaboration.

Scotland Food and Drink are co-ordinating this current consultation

phase of the initiative, alongside Co-operative Development Scotland,

who specialise in supporting collaborative/co-operative models. CDS

do not charge for their services and can provide examples of other

consortium co-operatives.

Funding:

There are three key funding stream options:

Membership Fees

• A small annual membership fee would cover the core activity

of the consortium (website, media relations etc.)

• Fee levels would be set by the founding group.

• As an initial target/guide, 20 founding members each paying

£600 pa (£50 per month) would provide a budget of £12k to

fund the launch activity outlined above.

Opt-In Initiatives

• Initiatives could be delivered by the consortium for smaller

groups of members and funded on an ‘opt-in’ basis. This might

apply to opportunities such as international tradeshows, where

only a small number of producers might want to share a stand

under the Scottish Smoked banner to promote their individual brands.

Grants & Sponsorship

• Despite the spending cuts there are still sources of funding

and support from the public sector and other bodies. A

consortium would be eligible for far more of these sources

than individual producers, and be able to devote the time and

energy needed to identifying and securing them.

Jump MarketingJump Marketing Ltd have been involved in the development of

Scottish Smoked alongside Scotland Food & Drink.

Jump is a full-service creative communications agency, with

experience in the food and retail sectors.

It is envisaged that Jump will provide design, marketing,

promotion and advertising support to the consortium, and

potentially individual members, as required.

All aspects of the consortium’s marketing and communications,

from the brand/corporate identity to advertising campaigns (and

everything inbetween), will be directed by the members.

This document shows just some elements of one potential

design route, including how individual member brands might sit

within a consortium website. It is by no means set in stone, and

one of the first tasks for the consortium would be to work with

Jump to confirm a name and brand identity, and develop a

marketing and communications strategy.

Scottish Smoked

Next StepsThis paper is offered for consideration and comment by Scottish

smokehouses.

Your initial comments, questions and notes of interest are invited, and

should be addressed to Daniel MacIntyre at Scotland Food & Drink by

15th December 2010 (contact details below).

Regional meetings will then follow, at which interested producers will be

able to discuss the opportunity in more detail with Scotland Food &

Drink, Jump and Co-operative Development Scotland. These are

planned for January 2011.

If you are interested in attending one of the meetings, or have any

comments or questions on this initiative, please contact

Daniel MacIntyre, Scotland Food and Drink

[email protected]

0131 524 8640

07795 025105