To engage with busy catering professionals whose leisure time is limited, who do not sit in front of a PC regularly and whose only contact with the client is via a field rep or a van driver. To get them to spend more with the members at a time when business is hard and they want to spend less.
We created a complete cross platform of communication tools including a bi-monthly printed magazine packed full of educational, entertaining and most importantly business boosting ideas for caterers. We created an online version for mobile as well as PC supported by facebook and twitter sites.
Caterers have more access to their smartphones than PC and they are engaged in the social media space with their diners.
The wholsale members love it - their customers (our target) love it and the groups supplier brands love it and are helping to fund it! Next step - grow everyone's business - and the feedback is that the caterers are taking on board the advice across all our platforms so it should only be a matter of time.