Customer Journey Segmentation: Love BUDS Masterclass at Foodservice Australia

Great tradeshow execution can be the difference between a forgettable booth and a brand-defining moment. Recently, Aussie Plant Based, a plant-based solution provider for foodservice, showcased a masterclass in customer journey segmentation at a major industry event for their Love BUDS brand. Their approach not only resonated with chefs and restaurateurs at Foodservice Australia but also highlighted the importance of considering every stage of the buying cycle.

Understanding the Audience, Engaging the Journey

Love BUDS didn't just throw up a generic booth. They meticulously crafted experiences tailored to different customer segments within the foodservice industry. Here's how they did it:

• High-End Chefs: The Thrill of Competition Love BUDS recognized the importance of chefs experiencing their product's quality first hand. They sponsored a competition where culinary masters could trial Love BUDS' ingredients and showcase their versatility. This not only generated excitement but also provided valuable feedback and potential menu inspiration.
• Cafe Owners: A Glimpse into Profitability Love BUDS didn't forget the cafe segment. They sponsored the "cafe school" stage featuring pre-designed menu options utilising Love BUDS products. This gave cafe owners a practical roadmap for incorporating plant-based options into their offerings, potentially boosting footfall and profitability.
• Everyone: Engaging Staff and Sample Delights The core of the booth? Enthusiastic staff. Attendees were greeted with engaging conversations and the opportunity to taste Love BUDS' offerings. This personal touch fostered connection and highlighted the deliciousness of their plant-based solutions.

The Power of a Segmented Brochure

Love BUDS extended their customer focus beyond the booth itself. Their brochure exemplified their commitment to segmentation.

• • It started with a consumer demand highlight, immediately grabbing attention.
  • Here's the genius part: The brochure included QR codes!
  • These codes directed chefs to specific resources based on their buying stage – whether it was early information gathering, sample requests for menu trials, or in-depth product details.

Each separate landing page can add the touchpoint to a contact profile and initiate a workflow of personalised content via email, search and social media. 

Don't Forget the Advocates

Love BUDS understands the power of brand advocates. Their brochure included an easy logo download option, making it effortless for restaurants featuring Love BUDS to promote them on menus. This fosters a win-win situation: the restaurants gain valuable branding support, and Love BUDS benefits from increased visibility and positive consumer perception.

This can also identify loyal end users who may have discovered the brand through wholesale partners. Love BUDS can now build a direct relationship with these end users, offering new product trials and social media collaborations.

The OMNICHANNEL Effect

Love BUDS' approach goes beyond the trade show floor. They position themselves to leverage partnerships with restaurants to amplify their message, supporting contacts with relevant content to help that chefs buying journey to incorporate plant based menu solutions in their business.

This customer first approach by Renee Rogers (Sales Director) and Melissa Swinscoe (Marketing Manager) empowers THE AUSSIE PLANT BASED company to implement a successful omnichannel strategy, and leverage marketing automation. Providing relevant personalised content to these leads across digital platforms will improve buying journeys, conversion rates and support the field team to prioritise customers that need in-person follow up.

Love BUDS' tradeshow execution serves as a blueprint for success. By segmenting their audience and designing experiences to support different stages of the customer journey, they forge meaningful connections and position themselves as a leader in the plant-based foodservice revolution.

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FOR MORE TIPS: Read my previous blog to maximise your ROI from tradeshow activations.