Food Marketing Costs at a Glance {Infographic}

In this infographic by The Condiment Marketing Co. we look at 2016 food marketing costs at a glance. When considering your food business advertising and marketing, look at all the options, the prices, and also consider where you will reach the most customers.

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<br /><br /><br /><br /> <img src=”https://condimentmarketing.com/wp-content/uploads/2016/10/food-marketing-costs-at-glance.jpg” alt=”Food Biz Advertising Costs”><br /><br /><br /><br /> <a href=”https://condimentmarketing.com/food-biz-advertising-costs/”><br /><br /><br /><br /> </a><br /><br /><br /> <p>Food Biz Advertising Costs [Infographic] by the team at <a href=”https://condimentmarketing.com/food-biz-advertising-costs/”>The Condiment Marketing Co.</a></p><br /><br /><br /> <p></a><br /><br /><br /><br />

A 2016 Comparison of Average Marketing and Advertising Costs

All of our research is based on what is available online, by calling media/advertising organizations, or from our personal experience, as represented by an asterisk. Here is a transcript of our findings included in the food marketing costs at a glance infographic above.

National Advertising Expenses

Consumer magazines: full page, 4-color print ad

• Bon Appétit – $186,806
• Food & Wine – $136,800
• Cooking Light – $160.900
• Everyday Food – $206,400

Food industry magazines: full page, 4-color print ad

• Food Business News – $5,790
• Food Manufacturing – $2,055
• Food Processing – $8,379
• Gourmet News – $8,170

Web advertising for these same publications ranges from $2,500.00 / month to $105.00 CPM.

How much for a 30 second TV ad?

• Primetime
  • $112,000 average
  • Cost per 1,000 impressions (CPM) is $24.76
• Hulu
  • $30,000 minimum
  • $35 CPM

Local Marketing Love

Using Denver, Colorado, as an example, here’s how much local marketing and advertising could cost your food business.

• Yelp’s CPM is $100 – $200. Spending $1,000 a month exposes you to 10,000 Yelp users in your area.
• Pandora, which is usually targeted geographically (among other factors), wants to start you with a $10,000 ad buy.*
• The Denver Post has a $500 minimum per month for online advertising. It costs $8,430 for a full-page full-color ad in the Sunday full circulation edition.
• A season-long 10 x 10 booth at a popular farmers market costs $125 – $195 plus 10% of daily gross sales.

Food Industry Trade Show Costs

Average cost for a 10 x 10 booth:

• National Products Expo East – $4,895
• PMA Fresh Summit – $7,200
• Fancy Food Show – $3,400

Don’t forget to factor in additional costs to create on-site marketing materials, shipping, staffing, and lodging/airfare, all of which could total anywhere from $2,500 to $15,000.*

In-Store Sampling Costs

In-store sampling is more demanding of your time than money. Plan to spend at least 4 hours in-store and an additional 2 to 4 hours in prep time.

• To hire your own staff, pay around $15 an hour. Or, hire a firm and pay upwards of $350 a day.
• Plan for a minimum of 100 free product samples at about 1/8 of a serving size each.
• Retailers vary, but some do require in-store sampling frequently. Some charge too–starting at $25 for use of the space.

Online Advertising Costs

Online advertising is targetable and trackable in ways print and in-person advertising methods can’t touch.

• Instagram – $5.68 CPM
• Twitter
  • Promoted Tweet: $9 CPM
  • Promoted account: $4 CPM
• Facebook – $6.28 CPM
• LinkedIn – CPM $2 minimum (Side note, in our experience, more like $7 minimum to get worthwhile impressions.*)
• Snapchat – $750,000 Branded Story
• Google Adwords
  • $2.32 average cost-per-click (CPC) for search network
  • $0.58 CPC for display network

Methodology and Sources

When numbers were not readily available from a reputable source, we relied on media kits published by media source, by calling the organization directly, or from personal experience (as indicated by an asterisk).

• http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/
• http://raymondfong.net/a-candid-yelp-advertising-review-is-yelp-ripping-people-off/
• http://hobnobevents.com/hobnob-farmers-markets.html
• https://www.thestreet.com/story/11008255/2/why-retailers-pay-for-your-free-samples.html
• https://instagrampartners.com/wp-content/uploads/2016/06/Nanigans-Instagram-Advertising-Benchmark-Report-June-2016.pdf
• http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

About Falynn Derderian

Falynn manages project research and media outreach at The Condiment Marketing Co. She has an advertising degree with a focus in business from the University of Oklahoma (go Sooners!).