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2014 Tabletop Challenge
Tabletop Matters.
And so does passion.
And, Magisso’s Naturally Cooling Ceramics fit so well with today’s trend of sharing, family-style dining . Fresh. Share. And, very cool. Just soak Magisso’s line of Naturally Cooling Ceramics in water for a few minutes before filling it with food or drink. The cooled Naturally Cooled Ceramics will keep contents fresh throughout a breakfast, lunch, or dinner meal.
Magisso's Naturally Cooling Ceramics collection was the winner of the prestigious GIA (Global Innovation Award) for the Best Collection Design of 2014. The Naturally Cooling Ceramics collection of products was designed exclusively for Magisso by UK designer Simon Stevens. Originally trained in ceramic design Simon has created award winning tableware designs and is a driving force within ceramics, tabletop and home-wares product design. He has worked with some of the World’s most prestigious ceramic manufacturers and has taught and lectured on the subject throughout the UK. Simon’s dynamic creativity can be seen not only on the High Street but his most successful ranges are also part of the permanent collections of the V&A Museum and Frankfurt’s Museum of the Contemporary Applied Arts. Inspired by our interaction with everyday objects Simon designs the familiar and makes it not only a pleasure to use but something to visually enjoy. And, so, collaboration between designer Simon and the Magisso brand would seem to make perfect sense and perhaps, even inevitable. Magisso is a Finnish brand on a mission. You may remember that a while back we wrote about their fun and very practical teacup. Magisso wants to make a difference and they are looking for troubles – to solve. That’s what all Magisso products are about. They are unique in terms of function, design and user-friendliness as ideas grow from an actual need, not from the marketing department. As Finns in general, Magisso products are simple but smart. Magisso products have already been noted by CNN, InStyle, GQ, Wired, Fast Company and Apartment Therapy and received some of the world’s most prestigious design awards.
To learn more about the fascinating line of design-driven, yet very practical tabletop products from Magisso, go here: http://magisso.com/
We happen to agree. In fact, we think that today's B2B decision maker, being empowered by all the information they have available - literally - at their fingertips, is more responsive to content marketing than traditional sales & marketing strategies.
So....what's your content marketing strategy?
One great example is Montgolfier (above) who has been an established designer and producer of decorative stoneware since 1947. It still remains in its original location in the beautiful Loire Valley and the products are 100% made in France. Since 2000, Montgolfier has collaborated more closely with external designers to produce contemporary items specifically for today’s restaurateurs. With their unique, specialist glazes providing added dimensions of texture and luster, the products have immense appeal for food presentation. Montgolfier continually works to develop new products in line with the ever-changing food trends and styles. Another impressive collection that Goodfellows offers is from Dutch designer Pieter Stockman. Goodfellows visited the showroom-studio-gallery of Stockman and his daughter-business partner, Widukind, in Genk and found it was a revelation. Pieter Stockman is not only an eminent ceramics designer, he was also an eminent professor of ceramics, teaching at Maastricht & Genk Universities. So impressed was Goodfellows with Stockman's designs that they decided to place his DAUW dinnerware (above right) on the cover of their newest Portfolio. As we said, these are just a few of the outstanding product lines from this very impressive tabletop supplier.
Hospitality tabletop suppliers around the world would do well to check out what's happening with U.K. dealers such Goodfellows to understand better how tabletop can - and should - be presented and what its impact can be to the guest dining experience. To check out Goodfellows Portfolio #2, go here: G&G Goodfellows Portfolio #2 To go to the Goodfellows website to learn more and see their entire range of collections, go here: http://www.goodfshop.net/ Recently, Sales and MarketingManagement.com published an article ”5 Ways to Differentiate Your Company During The Selling Process”. Adapting the SMM principles to the hospitality tabletop industry, TabletopJournal discusses these five principles and why they are important to tabletop suppliers….whether you are a manufacturer, manufacturer's rep, or a dealer. 1. Make proactive recommendations. When responding to a customer request for a quote on a new tabletop product, make recommendations beyond what the customer is requesting that you feel will benefit the restaurant operator in some way. Will it save money? Perhaps there’s a single piece that will take the place of two others? Or, maybe you can recommend a glassware piece or a serving piece that will better merchandise a particular menu item? You will often know of new products that will better meet the needs of a customer and can differentiate yourself and your company by making these helpful recommendations. So, think beyond the original customer's request for information. 2. Define your niche. Don’t let your company categorized with multiple other suppliers. Make sure that the customer knows that while many companies have glassware, you are THE specialist for craftbeer glasses, for instance. Or, if the customer is looking for showplates, make sure they understand that your selection of glass showplates is the widest range available and your large inventory allows quick re-supply. Make sure you tell the customer why working with your company and products is very different than others….not by disparaging your competition, but by showcasing your company's and your product's strengths.
4. Sell your culture.
Every company has a different culture. Make sure you articulate your company’s culture and why it aligns well with this potential customer’s company culture. Whether it is your company’s structure, it's flexibility, or simply the style in which you conduct your business….the SMM article is correct – often these “soft” issues are the true differentiators in the selling process. 5. Communicate benefits by audience. The benefits of buying your products or working with your company (versus competitors) will be different for the owner, the food & beverage director, the chef and for the accountant. Make sure you sell your company and product benefits to each of those constituencies. Often we simply sell one overall list of benefits and hope they fit all the various decision makers on the customer end. Make sure you tailor your presentations to the audience who is listening…and having input to the final decision. Decision-making in the food service/hospitality/catering industry is complex and often unique in each situation. Tabletop products often appear to be similar and therefore the decision-making process gets quickly to whose products are the cheapest. Only by differentiating your company and its product strengths and then showing how your company or product aligns best in solving the customer’s problem can you avoid the downward spiral “race to the bottom” of price. Differentiation in the hospitality tabletop selling process is key to adding value and showcasing your company and its product's true value to your customers. If you are interested in reading the SMM article - its a great read and we think you will enjoy it, you can read it in its entirety by going here: http://salesandmarketing.com/content/5-ways-differentiate-your-company-during-sales-process Royal Crown Derby from Steelite is a range of delicate shapes made in the heart of England of refreshingly pure white fine bone china for the discriminating hotel or restaurant. All of the tableware from Royal Crown Derby has elegance combined with practical appeal – as the company says “breakfast with Royal Crown Derby is simply perfect”. Royal Crown Derby’s legacy of history is an assurance of quality, cascading through successive generations and is dictated by tradition and shaped by time.
Since being acquired by Steelite in late 2012, Royal Crown Derby has added a number of newer, contemporary designs and has refreshed some of the company’s more traditional designs.
So, whether you're looking for gilded, design-forward contemporary designs like Equus (above left) or more traditional, classic designs like Dusky Pink and Lilacs (above right), you can be assured that Royal Crown Derby has both the quality of design - and the quality of product - to fit your discriminating taste. To learn more about Royal Crown Derby and how it can help you elevate the dining experience for your guests, go here: http://us.steelite.com/brands/royal-crown-derby.html
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