Strategy & Budget Set for Retail Programs
Posted to BeefRetail.org in conjunction with January 2010 issue of Retail Beef Blast.
Happy New Year! In October, the Retail Marketing team kicked off a new fiscal year. The focus this year is on existing programs, all of which are designed to help ensure that you're always in step with consumer trends.
- Beef Alternative Merchandising (BAM) is a continuation of last year's program
 on new cutting methods for middle meats. BAM will help you maximize the profits in your meat case through increased customer satisfaction and improved sales. How? By taking traditional high-end restaurant-quality steak and roast cuts that are big on flavor and merchandising them in a way that makes them more appealing and meeting the needs people have for portion control.
- The Beef Training Camp program is available to all retailers and suppliers. Download the materials and use them at your convenience to help train and educate your meat department staff on beef marketing, merchandising and handling.
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Proven to increase sales in your department, the Easy Fresh Cooking® program will be upgraded! By conducting focus groups and developing in-store
pilot tests, this program will evolve to meet the needs of changing needs of consumers. Yerecic Label, the National Pork Board and the National Cattlemen’s Beef Association with beef checkoff funding are working together to refresh this program, ensuring it is on track with the ever changing trends of shoppers.
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Nutrition is important to your customers. A recent National Restaurant Association annual survey of hottest trends shows that for 2010, nutrition is one of the top trends.1 It should be important to you also. Use Nutrition Central to turn your meat case in to a protein destination. This year, the focus on nutrition labeling is expected to increase. View the On-pack Nutrition Labeling database.
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In 2010, we will continue the 2009 Hispanic Initiative. This effort is a continuation of the successful initiative that resulted in a more than 27% increase of thin meat sales at test stores. Marketing materials, consumer education pieces and promotional efforts will help your marketing efforts attract the Hispanic consumer. Use these tools to bring this growing demographic to your department and keep them shopping with you.
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We're also planning great promotions for this year. These new promotions will provide even more in-store merchandising opportunities for your department. Displays, coupons, point-of-sale materials, on-pack labels and other elements are all designed to attract the attention of your customers. Maximize the impact of these promotions by tying in with your own themed advertising, sampling and signage to create buzz in your store and drive beef sales. View promotions on the 2010 Promotional Calendar.
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Slice ‘n Save was introduced in 2009 to capitalize on the consumer’s quest for great values. This year the program will continue to provide consumers with the knowledge needed to buy boneless middle meat subprimals and cut the meat at home into steaks and roasts. Several point-of-sale materials and videos are available to help you promote this program in your stores.
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Bargain Beef Bundles was also introduced in 2009. This program will continue in 2010 to help you educate customers on ways they can save when purchasing multiple packages of different cuts of beef in bulk. There are options in a range of prices to fit the customer’s needs and budget. Get information to promote this program in your store.
The New Year promises to be exciting, full of opportunities, change and growth. We look forward to helping you increase beef demand by encouraging beef sales. If you have any comments or suggestions, we'd be glad to hear them. Please contact us.
Source:
1http://www.restaurant.org/pdfs/research/whats_hot_2010.pdf
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