Archives for March 2014

Today’s Natural vs. Organic Fresh Meat Consumer

Two years ago, we launched our Consumers’ Case market research platform. This research is our ongoing effort to help the meat industry stay in-tune with the ever-changing consumer. Our Market Research Team is continuously analyzing changes in consumer attitudes and behavior in an effort to determine how those changes will directly affect the meat case. Our goal is to identify opportunities to help the meat industry capitalize on shifts in consumer behavior.

As part of the Consumers’ Case platform, today we’re launching the results of Today’s Natural vs. Organic Fresh Meat Consumer. This research takes a deep dive into who is purchasing natural and organic meat products, their perceptions of the category and the factors that are driving purchases.

The reason we chose natural and organic meat as our next Consumers’ Case topic is that we continue to see a huge void in relevant information on this topic as it relates to fresh meat. There are several resources that regularly report on natural and organic products, but very little is actually reported for fresh meat. We haven’t been able to find answers to the questions we’ve had or those that we’ve been asked by our clients, so we decided to conduct a study ourselves.

If you have a natural and/or organic program or are thinking about offering products in this category, this research report will help you better understand your target consumer, and the best ways to engage and educate them.  This is the first research report focused specifically on natural and organic fresh meat products. For this research we looked at natural meat users separate from organic meat users, and also looked at three specific proteins for each:  beef, pork and chicken.

The number of natural meat products offered at retail continues to grow. Organic meats continue to account for a relatively small but growing percentage of total meat sales. We see continued strong growth for both these products categories in the future. Understanding purchasers of natural and or organic meat will help you better market your products to your current consumers, and also better communicate with potential new customers.

Please check out this new research and let me know your thoughts. You can purchase the report by going to our website, MidanMarketing.com. If you have any questions or feedback, feel free to email me directly m.uetz@midanmarketing.com. I hope you enjoy this latest installment of Midan’s Consumers’ Case market research.

Develop a High Performing Online Ad

As the Advertising Coordinator at Midan, I develop advertising schedules for our clients each year. Through my years of experience, I’ve put together some useful tips for online advertising.  First you must ask one of the most important questions in advertising:  “who is the target?” In order to effectively market, you must know your audience.  The following tips will help you develop a successful online advertising campaign.

Know your target
An advertising campaign will not be successful without knowing your target. Become familiar with your target – know their age, ethnicity, geographic location, habits, behaviors, likes, dislikes, etc.  Ask questions like:

  1. What online publications does the target read?
  2. How frequently do they read them?
  3. Do they participate in social media?
  4. What “language” do they speak?

Do your research
Reach out to potential publications and ask questions to better understand who they are reaching. Here are a few questions to get you started:

  1. What is the best performing ad space?
  2. What day has the highest performing ads?
  3. What is their online editorial calendar?

Develop compelling creative
Develop compelling creative that speaks to your audience.  Ads should always include a call-to-action; a strong one gets clicks, which is important if you want your target to learn more about the product or service you are offering.

The imagery is the first thing people notice. Use strong visuals that relate to your product. Bold, bright, clear images will have a positive impact on your click-through-rate (CTR).

Make sure your ads are linking to appropriate landing pages. If your ad is talking about “Product A” and you’re linking them to “Product B,” there will be a disconnect.

Test your creative
Developing ad variations is a good way to test different messages or images that speak to your audience. It’s important to refine your ads when something isn’t working, in order to achieve the best results.
Here are some variations you can try:

  1. Test various call-to-actions (i.e. Click Here, Try Now)
  2. Test words that speak to your audience (i.e. Free, New, Exclusive)
  3. Test people and product images

Measure your results
Request an online advertising report from the publications after each campaign. Compare this report to the traffic on your landing page. These reports will reveal the value of your campaign. It’s also helpful to know the publications’ average CTR of the space you advertised in so you can compare your ads performance to the average.

Track what works and what doesn’t. Don’t be afraid to try something new. Rotating creative is essential to keeping your audience engaged and making your campaign more effective. I hope these tips will help you develop a successful online advertising campaign.

 

Kristy Finley, Advertising Coordinator
Also known as the “Photo Shoot Coordinator Extraordinaire”, Kristy is responsible for ad placements in trade publications and online.  She helps to make sure every detail is perfect in our mouth-watering, professional meat photography.

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