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Successful Market Strategy and Brand Positioning with What if Foods and Sabine Schindlbauer
In today’s episode, we are joined by Branding Expert Sabine Schindlbauer. Sabine introduced the company she works for, WhatIF Foods, and talked to us about their products. Her past role at Red Bull gave her a lot of experience with influencers, so she talks to us about what brands look for in influencers and if this is still an up-and-coming space. Sabine gives some fantastic tips on branding, handling negative reviews, and determining the best social media platform for companies. Tune in today to learn more about creating a successful branding strategy and to learn all about WhatIF Foods!
IN THIS EPISODE:
- [8:30] Sabine introduces herself and how WhatIF Foods got started.
- [14:07] What countries are the product sold to?
- [14:32] What are the product categories?
- [16:02] What is the main ingredient WhatIF uses in its products?
- [18:36] What are brands looking for when looking for influencers?
- [20:23] How do brands manage ‘brand safely’?
- [22:36] Sabine talks about her work with non-profits.
- [24:01] What are Sabine’s favorite platforms to utilize for advertising and branding?
- [28:50] Sabine discusses their upcoming Black Friday and Cyber Monday promo!
- [30:23] How do you handle negative reviews?
- [30:53] What is a food company’s best social media platform right now?
- [31:53] What does Sabine think is the future of Twitter?
- [32:15] What is WhatIF Foods’ growth expectation for the next 12 months?
KEY TAKEAWAYS:
- Bambara groundnut is known as a complete food by farming communities, packed with natural iron, B vitamins, 20% protein, more than 18% fiber, and 7 minerals. This lentil replenishes the soil.
- Influencers need to be credible and buy into the product completely to be representing a brand. With so many influencers now, it’s so important that they are passionate about the products and not just sharing the product to get paid. Make sure they believe in what the brand is doing.
- When choosing which social media platform you want to use, ensure that it works well with each platform; each content platform is different – short form, long form, audience, demographics, consumer needs, etc.
BIO:
Sabine is an experienced marketing and management expert, building and developing strategies for brands and companies. Her passion to deliver extraordinary experiences for people, companies & brands manifests itself in her creative approach, effective leadership, and operational skillfulness.
As a seasoned manager and consultant, Sabine has over 15 years of experience offering services to prominent international companies, non-profits and startups. During her 10 years at Red Bull GmbH, in the International Sports Marketing Department, she helped shape the company’s global sports marketing strategy, managed athletes and events, developed branding strategies, and trained managers around the world. Her skills and expertise cover a wide range of areas, including event management, partnership strategy, talent (athletes & artists) management, brand development, community building, marketing, budgeting, and planning.
Sabine has been instrumental in building the brand new consumer brand WhatIF Foods, supporting the Singaporean start up with building this new brand from scratch, a successful go to market strategy, brand positioning and messaging as well as several product and market launches.
Sabine is curating global networking experiences and fundraiser events for the Send It Series and the Robot Heart Foundation, a 501c3 with its purpose to support artists and the arts. The foundation aims to create and fund projects whether they be self-created, collaborative or commissioned. At its core, the Robot Heart Foundation’s focus is experiential Music and Technology.
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