Archives for December 2015

2015 Recap: Pay attention to these 3 things

When the calendar hits December 1, it’s time to start checking to see if we made the “nice” list or not! (I have confirmed my status…how about you!?!)  As 2015 comes to a close, we also pause to reflect on the significant events that have shaped our industry this year, and consider how they might impact 2016.   As I look back across the major headlines from the past year, three main themes seem to form:

  1. Prices/Supply – Oh, what a roller coaster ride 2015 has been! Beef prices found new ceilings, pork prices leveled out before taking a nose dive the last few weeks. Was any topic more talked about in the media and meat company board rooms across the country this past year?  The good news is that 2016 is bringing greener pastures, literally, thanks to much-needed rain, so more cows are being retained.  Pork producers are also breathing a sigh of relief that the PEDv outbreak is behind them.  The conditions are ripe for increases in supply with less volatile pricing, and that is something we can all be thankful for!
  1. Niches – We live in a world where specialization is becoming the norm, not the exception, and this trend has resulted in niche meat brands and products that cater to specific lifestyle and dietary needs. For some consumers, antibiotic-free is a trigger; for others, it’s animal welfare. We stopped selling one-size-fits-all meat a while ago, and in 2015 we saw further fragmentation. It will serve us well to figure out which niches are feasible to cater to and then build the brands and products to meet those needs.
  1. Health/Wellness – 2015 brought its share of headlines that tied meat with health, like whether lean meat would still be part of the Dietary Guidelines or the IARC’s report that processed meat causes cancer. But when we’re talking about meat and health, let’s not forget protein. “Protein” is a word we have to continue fighting to own. Meat is the ultimate source of protein, and if you are not calling that out in your consumer messaging, it is time to get on the bandwagon.

As we wrap up 201shutterstock_328379666 (1)5, I encourage you to spend a few minutes thinking of the ramifications of these themes.  In order for us to succeed in 2016, we have to keep our pulse on what consumers are doing and what is influencing their behaviors.  What do you think?  Do you agree with my assessment or did I miss something?  What do you think the main headlines will be in 2016?  I always appreciate your comments.

Cheers to 2016!

Trade Publications – Are they being read?

At Midan Marketing, we like to get a full view of the fresh meat industry – from producers to consumers and everyone in between. When we’re not studying consumers who purchase and consume fresh meat products, we’re talking to retailers and packer/processors about everything from best processing and merchandising practices to technology and innovation.

Recently, we surveyed retailers and packer/processors to better understand their media consumption habits. We asked them about what they’re reading, how frequently they are reading and how they prefer to get their news. We’ve been conducting this survey every other year since 2009, and for the first time, saw some shifts in how the industry is receiving the news. Below are some of the key findings from the survey.

1. Too many magazines, too little time.iphone_in hand_v1
You’re not alone if you can’t find the time to get through your stack of industry reading; our survey indicates that 53% of your counterparts aren’t either.

2. Newsflash: print is old news.
It’s no surprise that the trend is moving strongly to online (online had the highest readership at more than 80%) and away from print (print’s highest readership was less than 30%). So, if you want to get the most bang for your advertising dollars, you should consider focusing more heavily on online.

3. Ads are getting noticed.
Retail advertising and trade articles are sparking an interest or leading to an inquiry or purchasing decision for 76% of respondents (73% in 2013).

4. Don’t be a meathead; get on the social media bandwagon!
While the industry continues to use Facebook (43%) and Twitter (28%) to promote their companies and brands, use of these sites is declining compared to previous years. The proliferation of newer social media outlets, including Instagram, may be diluting their use. If you want to catch up to today’s tech-savvy consumers, you need to adapt to new social platforms faster.

What do you think? Do these findings align with your media consumption habits? I’d love to hear your thoughts. To learn more about Midan’s public relations and creative communications capabilities, contact me at c.ahn@midanmarketing.com. Thanks for reading!

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