July 1, 2009
Conversation-Centric Marketing Strategy Promotes Thought Leadership Role
In the food, beverage and supplement industries, Fortitech is a pioneer and a leader in the application of custom nutrient premixes to promote wellness and to stave off specific health conditions plaguing much of the world’s population. Speed to market with product development and velocity of response to end-consumer demands and concerns is critical in Fortitech’s markets. So, when food scares such as the melamine scandal and numerous product recalls occurred over the last year, Fortitech responded by amplifying focus on its legacy as a role model for quality standards in ingredient sourcing, certification and application.
In partnership with Media Logic, Fortitech implemented an integrated campaign with a drive-to-microsite call to action to demonstrate its long-standing commitment to food product safety. A sweep of the conversational marketplace was conducted to survey who was talking and what they were saying. We found that important industry influencers such as the FDA and the Institute of Food Technologists were using social media to connect with constituents.
Leveraging Zeitgeist & Coffee, Fortitech continues to receive a stream of relevant conversations in the social space, as well as pertinent news and editorial in trades and mainstream press. Using the actionable insights Media Logic derives from the chatter, Media Logic and Fortitech are able to reinforce Fortitech’s thought leadership in quality standards to audiences hungry for information.