Focus on consumer segmentation to improve chicken marketing
Sustainability continues to grow in importance for the modern chicken consumer. However, other factors, including rising prices and welfare practices, also play a role in purchasing decisions. With consumer demand shifting rapidly, how can marketers best engage with consumers?
“It all goes back to understanding who your consumer is and what they’re buying as it relates to your brand,” explained Bruce Blakeman, senior consultant and public policy and issues practice leader, Heart+Mind Strategies. “The more definitive you can be on the segment you’re going after, the better.”
At the 2023 Chicken Marketing Summit, Blakeman will discuss how consumers decide what to value when making purchasing decisions.