In every fast-growing startup, there comes a time when a lot of responsibilities exceed the founders ' time limits. The first set is usually aimed at employees who develop and sell a product that is still being sold. It's easy to skip advertising issues here, and it can quickly backfire on us. As David Ogilvie wrote in his book, marketing and related costs should be considered as part of production, not sales. [1] Advertising is an integral part of the product or service we offer. At Foodsi, we were lucky that marketing was a priority from the very beginning.
Brand awareness is not enough
The price difference between the store's own-brand products and their more recognizable counterparts is usually 40-50%.% [2], [3]. So if not the wallet, what determines which company's butter, milk, or yogurt gets on our table? The same goes for services. Because, assuming they are provided at a similar level, what makes food ordering choose such and not another app? The answer is brand awareness, and its creation, especially in a competitive environment, should be a continuous process. The first step in this issue for us was to introduce potential users to the new product category and only later to the application itself. Until 5 years ago, there was no mobile tool that could be used to save food from loss. So by investing in brand awareness, we had to do a lot of work at the very top of the marketing funnel.
Source: Foodsi
We try to distinguish, not distinguish
And it wasn't easy. Because while Foodsi is a pioneer in the Polish market and it may seem like the app's recognition is enough, it wasn't long before a global player appeared in our backyard. At first, our services overlapped because we saved from losing food from the premises that generated surpluses. Customers could use Foodsi to buy their favorite dishes, pastries or products at a discount of up to 70% and pick them up from their favorite restaurants, bakeries, vegetable stores, etc. We have expanded our offer to include delivery and cosmetics, plants or animal feed. Invariably, however, the most important thing for us is to save food with a personal reception. The very fact that a bag of cosmetics with a short shelf life or imperfect plants can last 2-3 days indicates that (although these products also require intervention) time definitely works more to the detriment of food from the surrounding area. Thus, our priority is not only related to delivery and the wider range of articles offered. We differ from our competitors in a different way. We have created a unique Foodsi identity through a distinctive logo, slogan, colors, or narrative through which we build an emotional connection with consumers. We show that while we are not a global brand, we can provide our users and partners with an equally professional approach by being closer to them-through direct communication and without corporate hype. All these actions are aimed at achieving such a brand recall (from the English Brand recall) that the slogan "saving food" first came to mind Foodsi.
Mood matters
We know that to be successful, we must give more. Therefore, we support our partners in marketing, organize seminars and other special events, the theme of which is caring for the planet. We focus on creativity. When competing with a more established player, we strive to ensure that our marketing efforts attract potential customers in an unusual way. Despite the humorous social media posts and obtrusive language, we nevertheless don't lose sight of our mission to save food from being lost. The goal of Foodsi was clearly stated from the very beginning, and despite the typical dynamics of a startup, it remained unchanged. It is essential that the value proposition is clear, compelling, and appropriately communicated at all points in the user's interaction with the brand from the very beginning. This applies to both offline activities, paid online campaigns, and organic social media activity.
Source: Foodsi
Action-reaction
And being close to dynamics is a trait that can help startups. If the atmosphere encourages the exchange of ideas and gives a sense of impact on the shape of the organization, you can make changes more effectively without having to wade through a complex corporate structure. This also applies to a marketing strategy that should be a response to changing market conditions or a competitive situation. This, for example, influenced the form of our spring campaign, in which we focused on a unique factor for our offer (USP), which is an extremely low price. Because while the goal of saving food remains the same, we see the economic situation in the country and show potential users that in times of inflation, we give them a solution with which they can save.
Source: Foodsi
Digital first
However, in order for a Foodsi user to start saving and reducing food waste, we need to effectively connect them with our partners. The very fact that the product we offer is an application in the form of a marketplace, in some ways narrows the target audience. To achieve this, we need to properly synchronize actions in time and space. This requires data analysis with the lowest level of detail. Otherwise, we would be acting blindly. Despite the use of various marketing channels, we rely primarily on digital. Without it, we would have bypassed many potential users, and our message would not have been fully effective. Marketing activities in the digital space, although dictated by the specifics of the product we offer, also have a number of advantages. They are much cheaper and, above all, more measurable. And in the end, this is what Data driven Marketing is all about, which we grow at Foodsi.
Analytics 24/7
Because the results achieved need to be measured. An effective marketing strategy requires constant monitoring of results and an adequate response to them. Without analysis and testing, it is difficult to tell which messages work for current and potential users and whether they translate into achieving goals. At Foodsi, we test on an ongoing basis. We learn from mistakes and get to a way of communicating that, on the one hand, will emphasize our mission, and on the other, will be simply effective. We are not limited to more intensive marketing activities. We believe that a good advertising campaign should continue without interruption and be aimed at both new and existing users. Growth at all costs, although only recently desired in the context of startups, has faded into the background. It is much more important to find a balance between retaining existing users and acquiring new ones.
[1] Ogilvy, D. (1985). On advertising. New York: Vintage Books, 170
[2] https://pubmed.ncbi.nlm.nih.gov/22475494/
[3] https://www.nasdaq.com/articles/how-much-cheaper-are-store-brand-groceries-than-name-brands
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
