Make your presence known...

Branding and promotion

Branding and promotion

It's vital that a comprehensive marketing plan is put in place to promote a newly-established food trail. These questions and suggestions will help you to decide on the right marketing plan for your needs.

  • How will branding/marketing activities be funded, managed and sustained?

  • Who is your target market?

  • What can you offer them that no one else can?

  • Develop branding – what's the look and feel of your trail identity?

  • Use clear and consistent symbols and colours to identify the various types of businesses.

  • Keep branding consistent across all marketing platforms.

  • Do you have an effective slogan or phrase that encapsulates the trail and its location? For example, "savour the flavours of..." or "taste of…".

  • What type of communication pieces will you use? Examples include printed route maps, downloadable PDFs, Apps, downloadable blogs and podcasts.

  • Who will create them?

  • How will they be distributed?

  • Could you create a calendar of events to help promote the trail and generate PR?

  • Do you have a media list?

  • Who will create and implement marketing plan?

  • What will your web presence be like?

  • How will it be created and content managed?

  • What level of detail will be included about each operator balanced with maps and imagery?

  • Do you have quality photographs and video and audio clips available?

  • Will your trail be signposted?

  • If yes, how?

  • How will this be funded and maintained?

Remember, imagery is hugely important when promoting a food trail. Visitors relate well to photos that place the food in the context of the landscape and imagery that includes people who look like them.