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.

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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

 

I know our brand needs to get in on this social media thing, BUT…

“It’s confusing.” “How do you know which pages to join?” “I DON’T KNOW WHAT I’M DOING!”

If this is how you feel about social media, I understand. Branching out into an unfamiliar area is scary, especially if you’re unsure about taking the next step. However, if you don’t take this step, you and your brand are going to be left behind.

It’s no secret that social media is on the cusp of world domination (I’m joking, of course). The role social media plays in our daily lives is a big one and its influence is growing. Social media provides avenues in gaining the attention of your audience that traditional mediums simply can’t deliver. With this being the case, it’s extremely important for brands to develop a solid social media strategy. With new tools and platforms constantly emerging, it’s easy to become overwhelmed with the entire social media process. However, with the right focus and attitude, creating your own “social space” can benefit your brand in ways you could never imagine. Here are a few things to consider when embarking on your social media journey:

1)      What is your objective? The best social media strategies have a goal in mind. For instance, do you want to drive sales, increase awareness, attract a following, etc.?

2)      Create engaging content. Think of social media as a two-way communication model. This is your opportunity to communicate directly with your audience and their opportunity to communicate with you. Post questions, surveys and other items that will elicit a response. In this moment, you have the attention of your audience; make good use of this opportunity.

3)      Respond in a timely manner. If a follower has taken the time to comment on a post, or send a private message, respond, and respond quickly! This is your chance to make a great first impression!

4)      Listen, Listen, Listen! Your audience will give you a good guide on what they want to see and learn. Ask for their feedback.

5)      Do your research. Research your options. Learn about the platforms, and decide which are most appropriate for your brand. Don’t hesitate to ask for help!

6)      Set targets and measure performance. It’s important for a brand to measure social media performance. How do I gauge success? Some key performance metrics to track include:

–          Shares of social media conversations

–          Social media following (Is your audience growing?)

–          Reach: Is your content engaging? How many people are seeing your messages?

–          Overall engagement: Are you getting likes, comments and shares on Facebook, re-tweets on Twitter, pins on Pinterest, etc.

Now that you and your brand are ready to take the social media plunge, keep this in mind – “Brands should focus more on how to BE social, and less on how to DO social media.”

Stop and Think.

I once saw a poster on display in the “creative pen”, at an advertising agency that had retained my superior abilities, and knack, for running errands. At the time, I passed the poster everyday without regard, a proverb without much meaning, as seen on walls anywhere and everywhere, generic and typically ignored. The poster was that of an art director sketching feverishly, at a drawing board (yes it was THAT long ago), crumpled paper tossed about. A few pieces had made it into a trashcan beside the art director; most however, were dashed about haphazardly on the floor. Floating above a few of the discarded crumples were illuminated light bulbs; some brilliant in their color, some fading into the ether. The headline simply read, “Haste Makes Waste.”

To this day, that poster still stands out in my mind. As I’ve progressed in my advertising career and gained many experiences during my journey to become a creative director, I’ve seen more examples of that poster than I care to admit. At times, I’ve been that art director with great ideas scattered about due to my full panic in the moment. Other times I’ve been a silent witness to many wonderful ideas’ slow demise.

The one element all occurrences had in common was a lack of ability to focus due to, what at the time, was a crushing pressure of an oncoming deadline. A deadline that overwhelmed an ability to think properly. And yes, deadlines are real, even necessary, but if only in those times of panic we‘ll remember to slow down and imagine our idea a little further along we might just save ourselves some time and bring to life an idea otherwise lost to the ether.

In the end, there are lots of exceptional ideas out there, dazzlingly brilliant light bulbs just wanting to be brought to life. Unfortunately, most of their lights will be extinguished simply because in times of self-imposed panic we tend to lose sight and focus on the wrong object.

Einstein once said, “If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” He was a much smarter man than I…

My first few months at Midan

It’s been about four months since I started working at Midan Marketing. How could I have ever imagined working with a team of professionals who are not only extremely smart about meat and how to promote it, but are genuine, committed and an absolute pleasure to work with? Looks like I finally have my dream job!

I pretty much hit the ground running my first week at Midan. I got to dig in on a brand tracking study, getting the most value and quality for our client, keeping the details intact. A qualitative project was already underway so it was a new experience for me to understand a unique method for getting consumer feedback. At the end of the first few weeks, I have to admit the most fun I had was working on a proprietary Midan project called Manfluence, thinking about men grocery shopping and cooking! [Read more…]

Why data rules the marketing world

You probably spent a lot of time this past holiday season shopping for gifts for the loved ones on your list. Maybe you got your mom an iPod so she can finally retire that pile of CD’s in the minivan. Or maybe your little nephew was all about the latest cartoon character toy from Nickelodeon®. Or perhaps you finally got that new five-speed blender for your special someone. If it’s the last case, you probably noticed that you now can’t escape online ads for kitchen appliances. Getting sick of all the microwave and toaster bargains popping up on your screen? Well, just blame the data. [Read more…]

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…]

Are our smartphones making us psychotic?

Let’s talk about adult ADD. I think I have it. You may think you have it. But is it real? And is instant info osmosis really good for us?

During Midan Marketing’s Breaking the Pattern trends webinar in March of this year, I talked about instant info osmosis as one of seven big consumer trends to watch this year. The whole premise of this trend is that in today’s fast-paced, easy-access world, we are able to find anything we want, anytime, anywhere. But that doesn’t seem to be enough for us anymore. We all seem to have tech-induced attention deficit disorder (ADD) that has left us impatient and unwilling to give our full, undivided attention to anything for very long. We not only want information instantly, but we want to be able to understand what we are looking at in a matter of seconds. [Read more…]

Transparency and the Meat Industry

Today, the meat industry has a great opportunity to communicate directly with consumers about the meat products they are consuming at home and in restaurants, from production to plate.

In our 2012 Consumer Trends Report: Breaking the Pattern, we uncovered a trend called “Security Through Disclosure.” With consumers’ ongoing distrust of government, institutions and big business, they continue to question what is in the food they eat and where it comes from. In a recent Midan Marketing survey, 44% of consumers said they are very concerned about where their fresh meat comes from versus only 36% of consumers that said they are very concerned about where their food in general comes from.

[Read more…]

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