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.

Topics that Shaped 2016

At Midan, it is our job to pay attention to what is happening in the meat industry and beyond. Each week we comb the headlines, not only to keep up-to-date, but to identify patterns that could become trends that impact our industry. As we look back at the past year, a few prominent themes emerge that are likely to continue to require our attention in 2017.

Millennials: The challenge is different with this generation – we simply can’t lump them into a nice, neat category. After all, these “kids” have redefined individualism! One thing is certain: they are a large population force to be reckoned with and their impact has led to shifts in how businesses market to them. Millennials grew social media, heightened consumer consciousness about issues like sustainability and led the charge for clean labels, all while demanding bold flavors and convenient meal options. Complicated? Yes! Worth the effort? You bet!

Want to learn more about Millennials? Check out Michael’s blog on meat-specific Millennial research that we released this year and get additional insight from these articles:

Clean Labels: “Free From,” “Does Not Include” and “No <insert here>” – You are familiar with these kinds of claims because many of you make them. We have evolved from touting USDA grade to branded meat products to branded meat products that differentiate themselves with key attributes. Most of these attributes now focus on what is not in the product.

“Natural” as a claim is losing staying power with beef, but not so much with other proteins, according to Nielsen data. Claims such as “Antibiotic-Free” and “Minimally Processed” have seen significant growth:  antibiotic-free beef sales for the 52 weeks ending 8/27/16 were $321 million. The numbers prove this is more than a fad.

If you are in the beef business and not talking about what to do with your “natural” labels, it’s time. If you are in the prepared business and aren’t removing words consumers don’t understand from your ingredient list, it’s time. If you are a retailer, take note of how you describe what is in your meat case. If you are a chef, it’s time to add to your next round of menus.

Read more about the impact of clean labels:

GMOs:  As a meat industry, we have (for the most part) been able to sit on the sidelines and watch this one unfold. Turns out the National Academy of Sciences (NAS) unveiled two years’ worth of review and proclaimed, “There is no evidence that GMOs are risky to eat.” This declaration did not stop consumers or Congress. Sales of non-GMO food products have soared in the past four years and aren’t showing signs of slowing…yet. Lawmakers brought forth new regulations on how GMOs should be labeled. Although the bill (penned after NAS’s proclamation) exempts foods where meat and poultry are the main ingredients, we still need to keep our eye on it.

This issue is really about something much bigger than GMOs. It is about transparency and consumer trust, and how easy it is to lose one without the other. Whatever the next hot topic is for the meat industry, we need to be prepared to leave the safety of the sidelines and respond.

Read more about 2016 GMO news:

Social Media:  Don’t groan! We need to talk about it, because social media has exploded beyond just B2C.  Marketing is about relationships and it turns out both customers and consumers are …wait for it…human! Marketing is moving to more of a “human-to-human” (H2H) philosophy. So whether you participate in the social media world or not, your customers and your consumers do. If you want them to know about you, you’ve gotta be where they are. Period.

adult-social-media-users
Not sure where to start with social media?  Get tips from a variety of helpful blogs in our archives.

Read more about the social media explosion:  

Got other 2016 topics that should be on this list?  Please leave me a comment – I always love to hear from you!

About the author:
As a Principal of Midan Marketing, Danette is always thinking strategically about how to move the meat industry forward. Her lifelong love for the meat industry began on her family’s farm in Kansas and continues today in her passionate work for meat clients. Midan provides integrated marketing strategies, branding programs, digital media platforms, creative communications, public relations and market research services designed to help make meat more relevant to consumers. 

2017 Planning: Take Your Cues from 2016

Ah, fall is finally here!  The temperature has cooled down and that means it’s time for sweatshirts, pumpkin spice hot chocolate and Fantasy Football (Wish me luck — I’m a rookie!). It is also the period when we start mapping out marketing plans for next year.

2016-man-leaping_377448043

In preparation for this blog, I reviewed what I outlined in last year’s planning blog and soon realized that the 7 points that I highlighted for 2016 are more relevant than ever. Some are especially significant now that we are getting a better handle on Millennials’ and Boomers’ meat consumption habits through our recent research. So my advice here is simple: read and repeat! (Just think of that genius marketing phrase from the shampoo bottle: “Lather, Rinse, Repeat.” If something is effective, do it again!)

Some of you have been working on these areas. I see it: in your advertising, in-store POS, social media posts, packaging, etc. As someone deeply invested in the meat industry, I am inspired when I observe these kinds of positive changes that move us forward. Now that you have started, keep the course. If you haven’t embraced these ideas to up your marketing ante, pick one or two that could have the biggest impact on your business and get started.

If you have read this far and are not the “marketing guy,” then please forward this blog to him/her and ask how these items can be incorporated into the marketing plan for next year.

Wondering how you should apply these to your company and/or brands? I welcome your questions and comments. And feel free to leave me a Fantasy Football tip – I can use all the help I can get!

Watch our “2017 Planning” Midan Minute Video

 

Consumers: What They Really Think about Antibiotics + Livestock

Danette Amstein, Principal, blogs about her presentation to the American Meat Institute’s Antibiotics Workshop at the 2014 IPPE conference in Atlanta.  Watch to find out how you can positively impact consumer perceptions about antibiotic use in livestock. 

Download the IPPE presentation.

Getting to the meat of the matter

Like most working women, my day starts early when the house is still quiet, giving me a few minutes to think through the numerous activities that will fill my day, plan for things I need to do and catch up on the news. I typically save the news for the last part of my morning ritual – not because it’s my favorite (it’s not), but because what I see and read, or the lack of it, often frustrates me. [Read more…]

How do you spend your 168?

We all have 24 hours a day, 7 days a week, totaling to 168 hours a week. How we choose to spend it is up to us.

The Midan Marketing team recently got together for our annual team meeting in Statesville, N.C. (Yay team go!). We discussed many topics, but the one that I was especially interested in was work/life balance and time management. [Read more…]

photo-credit