Archives for April 2017

This Wavering Budgeteer Doesn’t Waver on a Good Deal

Diana and her Voracious Carnivore, Jeff.

My name is Diana Patulak Ross and I am the new proofreader at Midan Marketing. I am also new to the meat world (my background is in journalism, not meat!), so I was excited to attend our recent Meat Consumer Segmentation webinar. I was fascinated by the various meat consumer segments and curious to see which one I fit.

When it comes to shopping I am very thrifty so I wasn’t surprised to learn that I fall into the Wavering Budgeteer segment. The research was spot on!

Being a former newspaper reporter, I still love the smell of a hard copy newspaper so I go through the Sunday paper and circulars for coupons and store advertisements. After doing my research I know which stores have the best prices on meats and I am not afraid to travel to more than one to capture a good deal.

Since the Meat Consumer Segmentation profile so perfectly pegged me, I read the entire study so I could figure out where my husband landed. He is a Voracious Carnivore. (I guessed that one also.) Growing up in America’s heartland he was brought up on meat and corn so those items play a big part in our weekly meal plan.

So I make my list before I leave the house and once at the store look for in-store promotions that satisfy my budget while appealing to his love of prime rib. Marriage and meal planning are both a balancing act, right?

At the store I pay attention to in-store promotions as I like trying something new but am often deterred by price. A promotion or coupon gets my attention and will often make the difference between whether I purchase the item or not. Here’s where the “wavering” part of the segment comes in: if I’m on the fence, offering me a deal helps me pull the trigger!

I take the time to read product labels so learning about new recipes or reinforcing the importance of good nutrition will often lead me to purchase the product even though it wasn’t on my original list. Getting added value for my money is another way to capture my meat dollars.

Want to know the best way to market to money-conscious Wavering Budgeteers? Those of us in this segment want to feel we are getting a great deal on a purchase. So mailing coupons or printing them in the local paper will bring us in while point-of-sale promotions, especially ones that provide product information as well as good pricing, will lead us to buy.

I enjoyed learning about where I fit into meat consumer segmentation and look forward to nosing around into some of the other segments. Hopefully my training as a reporter and my Wavering Budgeteer personality will help me sniff out a story and a good deal or two.

I’m a Premium Player. What About You?

haley-frazierWhen it comes to my shopping habits, I have always been one to know exactly what I need. I am big on making lists and hate going out of my way to make my purchases.

Hello, my name is Haley Frazier and I am a Digital Content Coordinator at Midan Marketing. But I recently found out I am also a Premium Player.

I am referring to one of the six consumer segments Midan developed from our Meat Consumer Segmentation study. We conducted research to learn more about the different types of meat consumers in the U.S. today.

I am a millennial, but don’t let my age fool you—I pay for the meat I want because I care about having quality food! That’s one of the key characteristics of a Premium Player.

Ready to learn about this Premium Player’s habits?

Saturday morning: start meal planning for the week. The first thing I do is pull out my phone and search Yummly for dinner ideas. (For you non-millennials out there, Yummly is a recipe app that provides recommendations based on your personal preference.) I like trying different recipes with fun flavors, but I tend to stick with the same meats. Once the menu is complete and the shopping list is put together, I don’t grab my keys and head to my local grocery store; instead, I grab my laptop to order my groceries online! “Okay Google, let’s go shopping!” (I love using my voice-activated assistant.)

Ordering groceries online is rather new to me, but it’s awesome. I don’t have to squeeze my way through the narrow aisles or wait in the long lines on an early Saturday morning.

After ordering all of my produce, I click over to the butcher department. When I buy my meat, I don’t focus on prices as much as I do the labels/packaging. I care about the health attributes…is it all-natural, antibiotic-free and, if I’m being honest, does the packaging appeal to me? (I like a package that looks fresh and healthy.) To me, having quality meat at every meal is important, but at times, I’m okay trying a lighter meal with a non-meat protein.

Once I finish ordering my groceries, I select the time that I am able to pick them up. When I get home and I start putting them away, I don’t think twice about putting my meat in the freezer. I know I won’t eat it fast enough and to me, freezing my meat doesn’t take away from the taste.

So how do you market to a millennial Premium Player like me? Start focusing on online shopping. Think of ways you can make your packaging not just appealing in the store, but also online. Highlight the health attributes of your meat, share various ways you can prepare the meat or offer multiple flavor options that will inspire me to add to my routine meat purchases.

Saturday evening: make a delicious meal, curl up on the couch with my cat and binge watch Netflix for the next four hours. (See, I really am a millennial!) 😉

Learn more about Premium Players and the other five meat consumer segments by downloading our free Meat Consumer Segmentation Executive Summary.

If you’d like to chat about the research, please contact Maggie O’Quinn, our New Business Development Director.

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