Dynamic Marketing Communiqué

The secret to Nestle’s long-term worldwide success! What was the marketing tool that helped them reach all parts of the globe? [Every Thursday: FYO!]

February 6, 2020

More than 150 years of Good Food, Good Life!

What started as an Anglo-Swiss Condensed Milk Company in 1866 is now the world’s largest food and beverage company:

Nestlé.

All thanks to Henri Nestlé’s breakthrough infant food in 1867, and merging with Anglo-Swiss in 1905, the Nestlé Group was born.

More than a century later, almost all of us still have many of their products in our homes.

Nestlé’s purpose is to enhance the quality of lives all around the globe.

They aim to inspire people to live healthier lives to improve society. This ensures them long-term success that comes with earning their consumers’ trust and maintaining market leadership.

Currently, they have more than 2,000 brands (from global icons to local favorites) and are in 190 countries around the world.

What was the effective marketing tool that Nestlé used to attain global reach, making them the largest food and beverage company in the world?

PRESS RELEASES.

Since the 1990s, Nestlé has published press releases to make their brand known, as well as to announce their goals and ambitions for a better future.

They have used press releases to announce almost everything, including just letting the public know what was currently happening within the company and its external efforts.

After all, any brand or company should play well to its strengths.

In Nestlé’s case, this means releasing an average of one press release a month since 1998.

The secret of how this marketing tool became so effective is the frequency

Press releases are actually more important today than ever.

It’s one of the key tools in effective online marketing.

Press releases have evolved over the years and have gone hand in hand with online marketing.

In the past, press releases were only sent directly to journalists, the only ones who had a say on whether or not the pieces should be published.

Now, these can be released online for millions to see all over the world.

You can write about any newsworthy topic about your brand or company:

  • Big conferences and other speaking events
  • Big promotions and staff hiring
  • Company launches
  • Major sponsorships and tie-ups
  • New products
  • New study or statistics
  • Participation in a charity event
  • Product endorsed by well-known people
  • Winning awards

…and a lot more!

Based on Nestlé’s 2018 annual report, their organic sales growth was 3.0%.

Their total reported sales increased by 2.1% to CHF 91.4 billion.

Their underlying trading operating profit margin reached 17.0%, an increase of 50 basis points.

This shows that all their efforts (including their marketing and promotional efforts) for their company’s growth really paid off.

They took advantage of press releases to gain exposure and grow their brand even more.

By releasing at least one press release a month, they were able to sustain the momentum they gained from simply announcing what their company was up to.

The more the public heard or read about Nestlé, the higher the chances were for brand recall to improve.

But it’s not just about making announcements for the rest of the world to see.

For a press release to be effective, it has to have good and relevant content.

Once you have a well-written press release, you’ll be able to help your brand or business increase sales, expose itself to more consumers or prospective clients, and further promote its products and services.

Online visibility and reach can possibly be unlimited too!

Like Nestlé, are you ready to take your business or brand to the next level and utilize the power of PRESS RELEASES?

Creating and publishing press releases are some of the many tactics of FYO, Find You Optimization. Nestlé provides us a great example of how we need to think beyond SEO and into FYO.

About The Dynamic Marketing Communique’s
Thursdays: FYO! Find You Optimization

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, we know for a fact that this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You would really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, at the top of page one for Top Results on Google or any other search engine.

SEO is important but relying on SEO alone in getting your brand “out there” doesn’t leave enough room for creativity.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offering. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!

Cheers,

Kyle Yu and Joel Litman
Head of Marketing & President and CEO
Valens Dynamic Marketing Capabilities
Powered by Valens Research
www.valens-research.com

This content is used with permission from The I Institute and The Business Builder Daily.