2.4 Six steps to attract your ideal customer

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2.4.1 Step 1. Identify your market & your ideal customer’s demographics – what do they like to do

  • Who makes up your target market?  Know the age, gender, income level, and geographic location of your target market. Successful meat establishments should not try to be everything to everybody. You should identify your perfect customers and service all their needs. Seek out customers interested in what you sell , for examples speciality breed advocates, specials for sole person households, global taste options etc
  •  Precision marketing requires you develop a deeper level of understanding of your customers.  It’s more than what age are they and where do they live, it is more telling  information such as
    •  What do they like to do?   More information about their lifestyle will be very valuable to your marketing and product development plans.
    • What are their pain points?   E.g. perhaps they don’t want to handle meat
    • What are they complaining about?   E.g. cost, environmental concerns, traceability/
  • Get to know your current customers and create a profile of your ideal customers.   Be very precise.

2.4.2 Step 2. Ways to Attract Them

Your challenge is to rise above others and communicate how your business is superior from the others in your industry. It simply isn’t enough to compete on price and choice. Today, consumers are after something more. They look for substance and often shop with emotion.

  • Personalise your marketing.    Communicate in a personalised way with your contacts. You need to be aware of permission marketing where your contacts opt-in to receive emails from your company on promotional offers etc.   Build a database of customer preference and anticipate same e.g. customer buys new season lamb, send them some recipe, top cooking tips and special offer information on lamb.
  • Technology can assist you in this information gathering. Ask people to sign up to newsletters and special offers through your website, social media channels and also in store.
  • With data comes responsibility. Ensure you get familiar with data protection laws in your county.

2.4.3 Step 3Don’t just sell, educate

When you educate your customers about your products, they feel you are providing additional value for the price they pay.   Use your skills, expertise and knowledge to assist the consumer.  James Whelan Butchers Ireland have produced a series of easy to follow videos from their own master butchers to teach kitchen and cooking meat skills.   http://www.jameswhelanbutchers.com/info/category/video/

You can also earn additional income by providing workshops and classes to consumers with an interest in meat.   Examples include

  • James Whelan Butchers run a series of butchery master classes on knife skills and pork and beef butchery. More info
  • Jack Mc Carthy Butchers run  The Pig in a Day course  More info

Sharing your knowledge online is very effective in building your reputation – post personalised video on  YouTube, Foodbuzz  e.g.   How to make black pudding….

  • Clonakilty Black Pudding

  • Sheridan’s Food Festival

Create an event –   Host a chef cookery demonstration in your shop or the local hotel with your meat products. Offer the audience meat at a discount, host a free draw and ensure you collect contact details so you can market to these contacts again.

Food clubs and societies are growing in popularity, providing producers and retailers ways to connect with a growing group of discerning meat consumers.  An example is Lobels Culinary Club & Ask a Butcher

2.4.4 Step 4 Best Promotional Mix for meat establishments.

A variety of proven promotional options and marketing actions can be used to sharpen your marketing effort.  Download the Marketing Toolkit as devised for Irish meat establishments which is full of high impact marketing options.

  • Direct Marketing – SMS Texting, email marketing, newsletters and direct mail
  • Social Media Marketing – Facebook, Twitter
  • Web Marketing – Creation of a website that tells your story and attracts interaction
  • Videos
  • In store Promotions – Creative bundled offers such as €X amount off when you buy Y quantity
  • Public Relations – Press & media coverage based on the creation of newsworthy storylines
  • Sponsorship and Networking – Sponsorship of local community and charity events
  • Customer Loyalty Schemes– Developing rewards programmes for loyal customers
  • Recipes – Produce a series of recipes featuring favourite local dishes and cuts of meat Circulate these to your customers, add them to your website and Facebook page and through recipe sharing sites all over the web. Ask for feedback on how the customer

2.4.5 Step 5  Direct sales channels

Many meat retailers are exploring more direct channels to increase the connection of the consumer to the source –for example, by employing ‘straight from the source’ methods of selling.    The advantage of selling your produce on line through a website sales capability is that it is a great way to build sales and expand the geographic reach of your customer base outside of your local market. So sales are additional revenue. The online shop can be set up as part of developing your own company website or incorporated into a new website.

Some international examples from which to learn   http://www.thebutcher.com.sg/shop.asp

Danish example

 Master butcher Jacob from Kalundborg:    http://www.slagterjacob.dk/forside/  and online sales   http://www.slagterjacob.dk/online-bestilling/

Irish example

Castlemine Farm, Co. Roscommon :    http://www.castleminefarm.ie/

2.4.6 Step 6 Collaborate with others

Perhaps you have any opportunities or projects that could benefit from working with others in a technical, resource sharing, distribution or marketing collaboration?   Or perhaps you are wary of collaborating preferring to work on your own.   Complete a  Self Assessment which will help you understand whether you and your organisation’s culture is suited to collaboration, whether collaboration is worthwhile for your business and what the potential benefits may be.

More collaboration training tools (& sources of funding) available on http://euc2c.com/ and  http://smecollaborate.com.

Examples of meat sector collaborations:-

  • Craft Butchers of Ireland – http://www.craftbutchers.ie/
  • Master Meat Circle, Ireland – download this case study
  • Lishman’ s “Let’s Keep It Local”   http://www.lishmansonline.co.uk  a business making every effort to source only Yorkshire-reared meat, poultry and game.
  • Food trails have also become an increasing trend in food tourism in  Ireland with the 21ST Century butcher shop being an important stop – see Kelly’s Butchers of Newport featured in the Gourmet Greenway.
  • Dublin Meat Company announced a partnership with B&B Ireland  with a specially devised new B&B Breakfast Pack to cater for the needs of B&B’s all over Ireland , packed full of quality meats  at great value.   The breakfast pack contains everything that is ideal for a traditional Irish breakfast and will ensure that guests experience excellent quality meats that make up the quintessential Irish breakfast.  The meat is delivered direct to B&B’s which means that they are always stocked with the freshest produce which is then cooked to order every morning for guests.

Source:- http://blog.bandbireland.com/2012/06/dublin-meat-company-announce-partnership-with-bb-ireland/

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Disclaimer

LLP/LdV/TOI/2011/IRL-502 This project has been funded with support from the European Commission. The author is solely responsible for this publication (communication) and the Commission accepts no responsibility for any use may be made of the information contained therein.