6 processed chicken marketing strategies to boost sales

Beyond processing, poultry producers need to sell. Learn six strategies to help the poultry industry sell more processed chicken products.

A universal logo used wherever chicken is sold might help to catch consumer attention. | sellingpix, Fotolia.com
A universal logo used wherever chicken is sold might help to catch consumer attention. | sellingpix, Fotolia.com

No matter how efficient poultry processing may be, the ultimate aim of poultry producers is not simply to process chicken, but to successfully sell it. Poultry meat must be properly marketed, and there are numerous strategies followed in other industries that could be applied to the chicken industry to better engage with consumers and help to raise sales.

1. A poultry logo

Initiatives with a positive emotional impact can drive sales, and many successful food and other businesses use jingles or music, and employ logos that are instantly recognizable.

For poultry products, a logo could be designed for display in all outlets that sell chicken and chicken products, and exclusive music could be played that the consumer will come to associate with chicken each time it is heard.

2. Awaken cravings

The smell of freshly baked bread in supermarkets is already well known to work as a stimulus for consumers to buy bread. Perhaps this is an approach that could be followed by those supermarkets that sell rotisserie chicken. Just as the smell of baking bread is released into retail outlets, the smell of roasting chicken could be released at strategic times to encourage purchase.

The power of the smell of cooking food is well illustrated by small-scale vendors that sell cooked food in the open air at tourist spots, for example, where the aromas of cooking food are known drive sales to visitors whose primary purpose for visiting is not to buy food.

3. Build consumer trust

Too many companies fail to properly engage and communicate with consumers to build trust and, in some geographical markets, this is particularly important where chicken is concerned.

In many countries, myths about modern broilers being treated with antibiotics persist, and individual campaigns designed to counteract these beliefs have, on the whole, failed.

Not only does the poultry industry need to focus on the benefits of poultry meat consumption, but in some markets, campaigns need to be made permanent, not only emphasizing the meat’s nutritional value but also its safety profile.

Running such campaigns across large audience media channels, and perhaps with a focus toward women, who tend to be the decision-makers where food purchases are concerned, may help to dispel these myths and lift poultry meat sales to newly educated consumers.

4. Celebrity endorsement

Celebrity endorsement has been used for everything from watches to cars, but has rarely been employed in the poultry industry. Celebrities have large followings and their followers listen to what they have to say.

An option may be to select a celebrity on a country-by-country basis, or to choose someone with a global reputation, perhaps from the fields of sport or science. National and international poultry associations would be well-placed to select a celebrity and to take responsibility for any large-scale campaigns involving celebrity endorsement.

5. Product engagement

Poultry companies could do more to create strong links with consumers through greater engagement, not only strengthening existing relationships but attracting new consumers. Slogans have been used with a great degree of success in the automobile industry, and emotionally engaging messages could be similarly applied to the poultry industry.

There is no reason why the chilled or frozen cabinets of supermarkets and other outlets that sell poultry meat could not be adorned with slogans along the line of, “Try me for an unforgettable taste experience.”

6. Target niche groups

As well as marketing to the mass market, poultry companies would do well to consider niche groups, and pregnant women and senior citizens are two groups that the poultry industry could do more to target.

Children born to women that gain a lot of weight during pregnancy will themselves have a greater propensity to gain weight, so low-fat chicken could be marketed as an ideal food for the pregnant woman and baby.

What an expectant mother eats will not only affect the development of her offspring but also its future eating habits. It is worth remembering that the tastes of the food that the mother eats are conveyed to the growing fetus, and may indicate to the fetus what is good to eat.

With the above in mind, it would be worth the poultry industry’s while to develop products and recipes specifically aimed at pregnant women, thereby gaining not only consumers in today’s world, but also in that of tomorrow.

Senior citizens make up another group that perhaps should receive more attention when chicken is marketed. As the human body ages, it gradually loses muscle mass, and for this reason it is important to consume products that are high in protein.

Senior With Chicken 2

Good, quality protein is particular important for senior citizens, a group the poultry industry could do more to target. | Monkey Business, Fotolia.com

 

Could vending machines help sell processed chicken?

www.WATTAgNet.com/articles/28069

Page 1 of 33
Next Page