By Kuber Krishna
We all would agree that Food makes the world-go-round. That’s one of the prime reason that there has been a constant influx of new food brands. Start-ups or existing brands have moved from expansive advertising budgets to planned food events which help spread the word more effectively and create brand identity. Narendra Bhuwalka (Founder, Flavors4All), one of the most enterprising and innovative food event planner, brand consultant has a lineage of successful launches in his kitty.
In a brief confabulation, Narendra shares his mantras on what makes food events a hit and successful.
WORD OF MOUTH USING SOCIAL MEDIA TOOLS.
According to me, Brand promotion (for a food product) is best done via word of mouth. Organic views develop a brand visibility and empathy factor which retains the audience retention.
My mantra is to utilise a combination of good generic influencers and bloggers on social media like Instagram and Facebook. As an event planner, I generate a buzz which keeps my clients happy with the numbers. Brand positioning is an art which needs to be combined with tried-and-tested scientific tools for best results. I think I have mastered that art coz the brand penetration towards various age groups speaks volumes when the client notices the sales figures increase drastically.
CHOOSING THE RIGHT SALES PITCH OPTIONS FOR THE CLIENT.
Today, clients want to reduce cost. Opting for print or electronic media is exorbitant. Television advertising is not in every brand’s reach. I devise and formulate cost-effective plans which are blended with market research. Having a celebrity as a brand ambassador or just promoting a brand can be effectively compromised with a pop-up event with famous Chefs. Fortunately I have a good rapport with all the Chefs and most of my previous food events have satisfied my clients.
DEVISING THE COMPLETE PACKAGE WITH A PUNCH.
Every event, pop-up or brand launch needs the perfect packaging. Successful Food events need to be perfectly packaged. Which Chef to opt for, which influencers to call out for shout-outs, the photo shoot that enhances the brand identity – the list is endless. Every project I have taken charge of adds a new element of surprise. Our recent Makino Nachos launch event had a double twist edge with Chef Rakhee Vaswani and Chef Vijayendra. I never sell new wine in an old bottle. Our brain-storming ideas are loved by our clients.
CLIENT SATISFACTION MATTERS, BRANDS OPEN UP THEIR BUDGETS!
Cost effective strategies, that’s what most brands aim for. But when they realise the uniqueness of the concept, they willingly agree to shell out more. That’s the trust element I have managed to retain in the food segment. My clients know that the campaign will help them carve a niche, make a place for their brand in the already crowded market. Post the event too, the brand is constantly fuelled with fire which increases their sales.
WE HAVE THE BEST CHEFS (INDIAN OR INTERNATIONAL) AT THE BEST RATES.
Food is all about cooking, which needs a Chef with a good fan following to take the brand further even if it’s a one-time food event. While devising our plans, we equally balance the needs of our client and also the Chef’s brand value. There is no compromise for quality but yes we work as a team which is focussed to success. Success of an event to me is to give good visibility to the brand, a smooth flow for the event and an overall bang-on customer retention for the brand and the Chef. What I have realised is that positivity pays and my relation with my Chefs is more like family. Success is easier when you add FLAVORS 4 ALL!
A brief about Narendra Bhuwalka:
A decade experience of organising Food and Chef events, Narendra has an exhaustive hold on event planning (operations, formulation and brand exercises). Chef Ajay Chopra, Rakhee Vaswani, Vicky Ratnani, Saransh Goila, Ranveer Brar, Janice wong, Gary Mehigan, Maria Goretti, Elena Duggan, Yogesh Uttekar, Adriano Zumbo, Vijayendra Pawaskar, Amrinder Sandhu, Heston Bluementhal, Ben Ungermann, Sarah Todd have successfully partnered with him on various occasions.