During the last two months we have covered a number of topics on our Recipe for Success, presented by FCC. One common theme from every guest we have had is that food & beverage producers and processors need to have a great understanding of their target market. It all starts here and even our C.A.R.T. process we use at SKUFood begins with C, which is Consumer.
- Do you know who you are talking to??
- Do the people in your business have a good definition of the customers who put your products on the shelf in their stores?
- Do the people in your business have a good definition of the consumers who pick up the product and put them in their shopping cart?
If you cannot answer yes to these questions you are not alone. Many producers and processors are great at making products or growing products. Unfortunately, they do not take the time to really figure out who will put them on the shelf and in the shopping cart.
Often, when I challenge a food business about the target market they tell me everyone is the target market. Everyone loves the products! That is good but if there are 30,000 shoppers going through the average grocery store every week and you are selling 30 units per store per week I would argue you do not appeal to everyone! We need to spend the time to really define your target market. Once you have this you can develop the fun stuff like posts and tactics to resonate with them. Then your story will resonate!
Think about it, wouldn't you tell your story to a mother of two with a fixed budget for weekly groceries differently than if you were telling it to a single person with higher than average income and focused on health & wellness?
A solid definition of a target market includes the following:
- Why they buy
- How they use the product
We will share our process this week on our SKUFood Recipe for Success, presented by FCC, to help you define these for customers and consumers. You really do need to define each category for both customers and consumers. Once you have a solid definition of your target market you can craft your story so it resonates with the right people.
July Recipes for Success, presented by FCC
At SKUFood we understand it is important to give back. We have the ability to share insights and information you can use in your food business right away. If we were able to get in the same room for an event you would hear me say, “Success in the food industry is not just about making great products to sell; it is about selling the great products you make.” Telling your story effectively is one critical piece of selling the great products you make.
It is more important than ever to tell your story effectively to consumers and customers. Consumers are shopping differently in store and online. Your products need to be on their list before they start shopping. If you are not top of mind chances are you will not make it into the shopping cart.
Join us Wednesday July 8th at 2 pm Atlantic (1 pm Eastern) for the first of our 4 part series; Telling Your Story. I will help you define your target market so when you do tell your story it resonates with the right customers and consumers. It was challenging to put this together and be able to deliver it to you in an hour.
If you have a challenge with a customer or need some advice just send me an email at Peter@SKUFood.com or give me a call at (902) 489-2900.