BXP - April 2018 - 39

39

approach to storytelling as a marketing device. "We just
started publishing a magazine to communicate to the deeper
segment of the coffee culture," Siler says.
Califia also has an engagement program that interacts with
prospective brand fans across its product categories. "We go
to more than 200 events per year," Siler explains. "Getting in
front of consumers and getting products in their hands has
been key to our success and growth."
Careful monitoring of its marketing investments is also
important. "For a brand like us, that's growing very quickly,
the absolute trackability associated with digital marketing is
so important," Siler says. "Thanks to this capability, I've seen
marketing programs measure progress on a monthly basis go
to daily measurement. At Califia, we have daily monitoring of
our digital programs and we can get behind what is working
quickly. Digital is a success for us because we're able to get
solid data and implement changes so quickly."
MORE IS BETTER
"We're also working with our customers on shopper marketing," she adds. "One of our goals is to bring new consumers
into our customers' stores, so we cross promote and continually try to bring new product innovations to our customers.

"One of our
goals is to
bring new
consumers into
our customers'
stores, so we
cross promote
and continually
try to bring
new product
innovations to
our customers."
- April Siler

senior vice president
of marketing and
global development,
Califia Farms

A key insight from our shopper marketing programs is that
offering multiple products reinforces loyalty to the Califia
brand and sells more products for our customers. A consumer who likes one Califia product will come back and try
two to three other products. Our data has shown that if we
increase our offerings at a customer site from three to six,
we have no cannibalization. Actually, all products' sales rise
together because we develop a brand block in that space."
Time will tell if this trend holds as the overall vegan food and
beverage market continues to grow. Data from Nielsen, which
was commissioned and released by the Plant Based Foods
Association and The Good Food Institute, shows overall
growth in plant-based foods was 8.1% from 2016 to 2017. This
data also showed that plant-based dairy alternatives are a
fast-growing category, with 20% growth, topping $700 million in sales in 2016. In this period, growth in the plant-based
milk category outpaced relative losses in cow milk sales.
"I think more people are making this transition, and they're
just not going back," Siler says. "It's really exciting for us, for
me, to be part of people's discovery of linking what they put
into their body to their mental state and their emotional state
as well." x

BXPMAGAZINE.COM


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Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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