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.