Hit the consumer target TheFencePost.com
In order to reach the right goal, you have to know what you are aiming for
For beef producers looking to start or expand a direct-to-consumer business model, start by asking yourself some questions. That’s what Michael Oetz, co-founder of meat marketing company Midan Marketing, told Wagyu breeders.
Speaking at the recent World Wagyu Congress in San Antonio, Texas, Uetz encouraged wagyu breeders to understand their consumer goal. “Based on what you are offering the market, who specifically is your target and what would make them buy? Why should they choose your product? This is what we should consider every day.”
Good advice, since wagyu breeders, more than beef producers of any other group, sell beef directly to consumers, grocery stores and restaurants. To that end, Uetz detailed updated findings from meat consumer segmentation research the marketing agency began in 2016.
The first consumer segment is Connected Trendsetters. “And they really are. They’re connected to each other because they’re addicted to digital technology. This group is constantly online and constantly searching for information,” he said.
In general, this group is younger. “They’re very experimental. They love to cook, they love to try different proteins. They’re very interested in the alternative protein space,” he told the Wagyu breeder. “So we have some competition in their mindset as to why they’re buying beef versus why they’re not trying the latest alternative product.”
This consumer group is highly engaged and can be reached online to make recommendations, he said. “This is a group I would say you really need to pay attention to because they are really interested in what’s new and exciting and they share that information with all of their contacts once they’ve tried it.”
I’m looking for details
The second group of consumers is called “claim seekers.” “Females tend to be larger and represent a quarter of the meat-consuming population,” Uetz said. “So, consumers are becoming more and more interested in what we do, and they want all the details.”
In response, beef producers are making more and more label claims. “The challenge for the consumer is not to get carried away by the claims we serve up so they understand exactly what we are trying to communicate to them.”
This group is driven by the health of themselves and their families, as well as the health of the animals that produce their meat and the health of the environment. “They are very aware and look for signs involved in providing details about how healthy the product is and what has been done in animal welfare and the environment. They are particularly focused on looking at the package for claims recalls,” he said.
This group tends to move away from beef and pork toward more poultry. “That’s our challenge. Get them focused on our product, and keep them in our space.”
The next group is the comfort chasers. “They tend to have more of a masculine personality and are all about convenience. They’re always looking for something quick and easy,” Oetz told Wagyu breeders. “They don’t have a lot of time to do a lot of cooking. They believe that, in many cases, meat takes too long to cook during the week.
Hence, they look for shortcuts. “They’re looking for added value, they’re looking for something more prepared. They’re looking for meal kits, something that’s going to be quick and easy,” he said.
This group loves beef, but their main goal is to get the meat on the table as quickly as possible. “They tend to be big online buyers,” he said, with 44 percent of the group saying they shop online specifically because it is convenient.
The fourth group is obligate carnivores. “This collection is all about their love and passion for meat,” Uetz said. “They cannot imagine life without meat. They also believe that their entire family revolves around the love of meat. They love to cook it at home and provide the best meal possible for their family.
Uetz reminded wagyu breeders to remember what happened during the coronavirus. “Everyone started eating at home. They realized that they had a family, that they actually had a table in the dining room and were spending time at it. Through this process, this group in particular continues to uphold the values that they recognized when they found themselves in this situation.”
The fifth group is called classic platforms. For them, meat is the main ingredient. “It’s always there, but they don’t have a passion for the product,” he said. “It’s just something they’ve always bought and will always have as part of their meal,” he added.
“I think the biggest opportunity for our industry is with the Connected Trendsetters and Claims Seekers sectors,” Uetz said. “This is the space we need to better understand and live in when we talk about marketing our products.”
If you would like more information about Midan’s meat consumer segmentation research, go to their website at http://www.midan.com.