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Define and Craft Your Food Truck's Marketing Message

The foundation of your food truck marketing plan is your marketing message. This message must concisely communicate what you want people to remember about your truck and stick to that point. To develop a successful message, you must have a firm grasp of what you want to say, whom you want to say it to, how to reach these individuals, and why you’ve chosen to do so.

If you don’t have an understanding of these issues, your message will be incomplete or miss your target altogether.

Do your homework on your target customers

By defining your target customers, you can identify the specific characteristics of the people you believe are most likely to visit your food truck. These characteristics are sometimes called demographics. The following are some of the common characteristics you can use to classify your target customers:

  • Age

  • Gender

  • Income level

  • Buying habits

  • Occupation or industry

  • Marital status

  • Family status (children or no children)

  • Ethnic group

Craft your marketing message

Narrowing down your target customers makes it easier to craft a message for that group of individuals. How do you do that? Always create marketing messages that feature the customers and their needs, rather than your truck. Your customers want to know what’s in it for them, so you need to put yourself in your customers’ shoes. Listen and discover what their wants are; then align your message accordingly.

Follow these steps:

  1. Determine the problems that your target audience is experiencing.

    The first secret to crafting a marketing message that will make prospective customers listen is to identify their problems and the results of those problems.

    Maybe the restaurant in your area that’s been the market’s only source for Mediterranean food has lost its focus, and the quality of its food and service has suffered. You can provide an answer to this problem if you’re planning to open a Greek or Lebanese cuisine food truck.

  2. Present your food truck as the solution for the proverbial pain and suffering that your community is feeling as a result of the problem.

    Identify all the benefits you’ll provide and how those benefits will take away this pain. Also show how your solution is easy to implement, because we live in a society where people don’t want to jump through too many hoops to have their issues resolved.

    For example, your message could say something like this: “The Napa Shawarma Truck provides a new option for diners who love Mediterranean cuisine. We serve fresh, high-quality Lebanese and Greek dishes with the highest standards of customer service.”

Here are some pointers to consider when developing your marketing message:

  • Be concise. Don’t include everything there is to know about your business in your marketing message. What makes you different from everyone else in your market? Your uniqueness differentiates you and prevents you from becoming “more of the same.”

  • Be consistent. Don’t confuse people with too many ideas, and don’t change your message frequently. A consistent message is easier to remember. If you want your message to be heard, you must repeat the same message time and time again.

  • Deliver on your promises. Never guarantee something in your marketing message unless you’re absolutely positive you can deliver on that promise every single time. Establishing expectations in your community and then failing to live up to them will harm your reputation quickly, and news of bad service travels fast.

Here are some examples of marketing messages that follow these rules:

The Mangia Mobile is a food truck that caters to diners who love Italian cuisine. We serve classic Northern Italian dishes in a unique mobile setting.
Jim’s Food Truck is a casual and friendly mobile eatery, serving lunch and dinner with an ever-changing menu, including items developed by our customers.
Arepa Arepa is an eclectic rolling kitchen, spotlighting small plates of cuisines from around Latin America. We serve fun, exotic food in an upbeat, energetic atmosphere that caters to foodies.
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