Marketing Without the Marketing Department

You probably did not get into meat processing to become a marketer. You got into it for the craft, the products, and the customers who keep coming back. But whether you think of it as marketing or not, your business is marketing every day through your website, your front counter, your social media, the way you answer the phone, and how easy you make it for customers to buy from you.

 The good news is that effective marketing does not require a big budget or a dedicated marketing team. It can be simple, easy, and real.

That idea struck me recently while dining at SER, a lively restaurant just a few blocks from the Meat Institute headquarters in Arlington, Virginia. SER stands for Simple, Easy, Real. While the name reflects the restaurant’s approach to its food, I could not help but think it is also a pretty good filter for marketing.

Simple

Start with two questions:

• Who is your target customer?
• What problem are you solving for them?

Your customer is the hero of the story. Your role is to show how your products make their life easier, more enjoyable, or more delicious.

As a working mom shuttling two energetic boys, ages 9 and 13, between school, football practice, and music lessons, I am constantly looking for convenient snacks. Chomps understands that need and communicates its benefit with one memorable message: “Crush Today. The Chompian Way.”

No lengthy explanation. No clutter. The brand knows its audience and the problem it solves.

For your business, the message might be just as straightforward: convenient freezer bundles, easy weeknight meals, custom processing customers can count on, or products made right in your community.

Easy

Easy means removing obstacles between your customer and a purchase.

Take a quick look at your website, Facebook page, or even your front counter. Can customers easily:

• Find your products and prices?
• Understand how to order?
• Find your hours and location?
• Contact someone with a question?
• Know what to do next?

ButcherBox provides a good example. Its website uses clear prompts such as “Claim My Steaks,” “Choose My Plan,” and “Get Started.” Customers do not have to hunt for the next step.

You do not need a sophisticated online store to do the same thing. A current price list, visible phone number, simple order form, or clearly explained pickup process can make doing business with you easier.

Real

Small and mid-sized processors already have something many large brands work hard to create: a real story.

Share your history, introduce your employees, show some of the work behind your products, and let customers see what makes your business different.

A few examples worth exploring:

• Meats by Linz shares its history and evolution through a company timeline.
• Hickory Nut Gap invites customers to experience the farm and connect with the people behind its products.
• ButcherBox pairs approachable storytelling with a very clear path to purchase.

Consumers want to know the people behind the products they buy. Your people, your plant, your craftsmanship, and your connection to the community are all part of your story.

Keep It Simple, Easy, and Real

The meat business is still a people business. You do not need to become a marketing expert to market your business well.

Make your message simple. Make doing business with you easy. Keep your story real.

That can go a long way toward helping customers find you, trust you, and keep coming back.

Maggie O’Quinn  

Director of Member & Sponsor Recruitment  

Meat Institute

Maggie O’Quinn is a sales and marketing executive with more than 28 years in the meat business and currently serves as Director of Member and Sponsor Recruitment at the Meat Institute. Maggie’s passion is connecting the global meat supply chain from conception to consumer by cultivating lifelong relationships. Connect with her on LinkedIn or at moquinn@meatinstitute.org.