Growing Artizone’s Chicago Presence: Analysis and Ideas J.B. Davis 29 January 2013

Growing Artizone.com’s Chicago Presence:Analysis and Ideas

J.B. Davis29 January 2013

ANALYSIS IDEAS

ANALYSIS: Chicago Joined NYC and SF As Top 3 Food Town

ANALYSIS: High End Spots Receive National Recognition

ANALYSIS: Places Have Evolved Comfort Food Into High Art

ANALYSIS: Traditional Specialty Shops Joined By New Players

ANALYSIS: “Ethnic” Spots As Good As “Fancy” Places

ANALYSIS: Upscale “Big 3” Upended Middle-Focused Grocers

ANALYSIS: CSA and Farmers’ Markets Have Flourished

ANALYSIS: And CSA / Market / Organic / Health Blurred

ANALYSIS: Peapod Has Kept (Modest) Presence

ANALYSIS: Suburbs Gained Ethnic / Foodie Access

ANALYSIS: And, Of Course, Chicagoans Can Always Use Web

ANALYSIS: Ample Forums Emerged To Learn and Engage

ANALYSIS: Bottom Line, Great Place For Great Food

IDEA 1: Continue Understanding Drivers and Challenges

Functional Benefits?

Healthier Tastier

Emotional Benefits?

Real Timeless Prestigious Trendy

Category Challenges?

Costlier Convenience Special Occasions What Is “Artisan”?

Operational Challenges?

Even If Volume Lowers Fixed Food Costs, Can Marginal Delivery Ever Be Brought Down?

IDEA 2: Continue Understanding Category Guardrails

Artisan Is…Organic

CSA

Healthy

Farmers

IDEA 3: Identify Targets, Ignore Everyone Else

Frances Farmers

Wants Local

Nell North Shore

Wants The Best

Cary Conscious

Wants Healthy

Ben Busy

Wants Solutions

IDEA 3: Identify Targets, Ignore Everyone Else

Frances Farmers

Wants Local

Nell North Shore

Wants The Best

Cary Conscious

Wants Healthy

Ben Busy

Wants Solutions

IDEA 4: Determine Points of Parity and Difference…

IDEA 4: …But High Delivery $ Probably Offset Range of Benefits

IDEA 5: So It’s Essential To Identify A “Big Idea” [Not Tag]

Artizone.com

Connected.

IDEA 6: Breakthrough Clutter By Creating Unique Voice

Artizone.com

Connected.

Connected To Real People

Partner w/ Artisans to Create Social Media Content To (a)

Establish Authenticity (Key In Midwest), (b) Create More

Intimacy (Key For Luxury-Like Items), and (c) Wisely Utilize

Finite Resources

IDEA 7: Breakthrough Clutter By Creating Unique Voice

Artizone.com

Connected.

Connected To Real People

Further Support That Voice with Highly Personal (Quirky?) Copy That Romances The Products –

With Selling Almost As An Afterthought

Artizone.com

Connected.

Connected To Real Places

Without Creating Physical Footprint, Give Brand Sense of Place By (a) Sponsoring Trips to

Artisans, (b) Over Long-Term Sponsoring Food-Related Trips (e.g., REI As Lifestyle Brand),

(c) Sponsoring On-Brand Festivals / Events (Pitchfork

Music Festival? Port Clinton Arts Festival?), and (d) If Permitting Permits, Sponsor Multi-Artisan

Food Truck

IDEA 8: Aspire To Be “Bricks and Chicks” (e.g., Farms) Brand

Artizone.com

Connected.

Connected To Real Lives

The Inexorable Rise Of Mobile Has Created A New Table Stake,

That Much More So For Assumed Targets

IDEA 9: Become A Mobile Brand, Fast

Artizone.com

Connected.

Connected To Real Lifestyles

Having Identified Your Targets, Use Social Media Listening, Customer Feedback, and

Advisory Panels to Drive New SKUs and Value-Add Services

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Expand SEO Efforts (e.g., Not Just “Artisan Food Chicago” But “Artisan Cheese Chicago” and

“Artisan Bread Chicago”)

IDEA 10: Become Intimate With Your Customers

Artizone.com

Connected.

Connected To Real Tastes

Food Lovers Trek All Over Chicago’s Neighborhoods For “Ethnic” Food – So Widening

the SKUs Would Accommodate Their Tastes

IDEA 11: Expand Your Reach

Artizone.com

Connected.

Connected To Real Expectations

Because Expectations From 1 Category Carry Over to Other Categories, Institute One Call Resolution and Free Returns

IDEA 12: Make Convenience An Emotional Benefit

IDEA 13: Based On Targets, Tap Into Existing Conversations

Artizone.com

Connected.

Food Sites? Community Papers?Law Journals?

IDEA 14: Take A Stand On Fair Pricing

Artizone.com

Connected.

Connected To Real Beliefs

Though EDLP Might Be Impossible, Consider EDFP – Everyday Fair Price – An Idea Demonstrating Support For

Artisans While Creating Customer Transparency

IDEA 15: Take A Stand On Beliefs

Artizone.com

Connected.

Connected To Real Beliefs

Deepen Connections (To Vendors and Customers) By

Supporting Your Artisans – and Possibly Broader Group – Via

Scholarships etc.

Thank you.