Many times when we introduce our products to the marketplace,we don't always think about how our potential customers will view the product. We may know how special our new product is, but how do we get that information to our customers? An example might be trying to sell freezer beef in the local "Penny-Pincher" paper. Most of that readership are looking for inexpensive purchases and might not respond well to the purchase price of a quarter or half of a beef. On the other side, if your goal is to be the lowest priced sweet corn producer, an up-scale farmers' market might now be your best outlet. Those customers might view your product as lower quality simply because you are offering a lower price than your competitors. In both cases, neither is a good product-place match.
|How surveyed consumers were categorized |
based on their involvement in "sustainability."
Notice the kind of language these groups use to reflect what they value or what is important to them when making purchases. Words such as "transparency," "greater good," and "authenticity" are the values of the "core" and "inner mid-level" groups. It's very similar to the language of the local food movement, so if you believe your product would be beneficial to this group, then think about where they might make their purchases or get their information and center your marketing efforts and materials on their values and shopping habits.
|Values expressed by those surveyed regarding |
their involvement in "sustainability"
"Price," "convenience," and "comparability" are words that are used here by the "periphery" group and most closely resemble what we might see in box stores and grocery stores. If your product's benefits meet those customer needs then you will need to capture this group where they get their information and where they shop.
Now, think about where you think your product falls in here and does your promotional materials and language reflect that of the group of consumers you are trying to reach. Let's say you raise grass-fed beef. Maybe your customer base will lie within the "core" and "inner mid-level" group of consumers who are interested in a sustainable lifestyle and would most likely purchase your beef products. You need to show how authentic your products are and that your values of farming reflect their values when making food purchases.
|How some consumers may prefer to envision their |
beef - "faceless" - yet still knowing how they were raised.
Whether we share the same values as our customers isn't as important as making sure our products do.