Chicken Marketing Summit 2017 Richard Kottmeyer, JD Senior Managing Partner Farm to Fork Advisory Services, LLC
What do you need to know about the millennial? 20 years of consumerolgy research in five points 1. Millennials Live In a Google Society of Self Learning As Experts on Everything, Millennials Seek Common Sense Versus Complex Data/Science. 2. Millennials are Nudists and Expect You To Be 9 of 10 millennial of age women have taken and distributed nude/semi-nude pictures of themselves. Are your brands as naked, vulnerable and in the buff? Millennials take all brand privacy as your trying to hide something. 3. The Heart of The Matter Is The Matter of The Heart Often mistaken for emotions/feelings, Millennials are all about the character or soul of a brand/company. Discuss your heart not your feelings (or God help you try to talk about their feelings). 4. Food Has Become a Luxury or Statement Item Versus a Necessity If you don t create Good, Better, Best skus, the consumer will for you. Chicken can t be just chicken 5. Millennials Have a Self Identity Crisis No judgment being made, but there are 58 ways to gender identify now on Facebook. Are you giving millennials what they say they want in surveys or what you know they need?
How Do You Market To Millennials In General? 1. Millennials are not set on what they want so beware of following trends. 2. They need to be inspired and led/coached versus your following them. 3. You must know the story behind the story and be 2-3 moves ahead of where a millennial is now. QUIT chasing the advocacy issue of the month. 4. Millennials are extremely reasonable and flexible but only after you manage the trust issue. The bar on trust is higher because they are self researching experts who feel you lied to them in the past, but trust is built quickly when you stay in the buff. 5. Speak to your heart not your deeds and certainly do not engage in vomiting complex facts. Truth is simple common sense not complex facts that hide your real intentions. 6. The greatest IP you own is the soul of your brand. Doesn t have to be noble just real. Buffalo Wild Wings serves hot wings, cold beverages and your favorite game on a big screen. Simple. Honest. Stands For Something.
Sometimes, we have to create a new sense of common sense. https://www.youtube.com/watch?v=5jcm5fy-dey
We can change the landscape with our most powerful voice Millennials relate positively to their vets Pets have become children Vets are trusted more than the family doctor ASSUMING the consumer sees the dog/cat vet as the same person treating flocks and herds. This chicken is healthier, happier and safer to consume than any chicken in history. Some people want to reverse years of progress as a publicity stunt. America s Veterinarians for responsible agriculture (AVRA) a group of the American Veterinarian Assn
Case Study #1 All Natural or Old School is better than all that modern and corporate raised food.
All natural is hardly natural at all or kind Indoor breeds forced outside Cramped conditions hardly Cage Free Sunburned Limited veterinarian care Unmonitored except when moved to next location Multiple x mortality & illness rates Indoor breeds deserve to be inside Your All Natural is their suffering.
Why does this work?
Case Study #2 Slow Growth will be the next Antibiotic Free
Slow Growth is a farce. No one cares how long it takes to grow a chicken! Three Stories Behind the Story: Slow Growth equals I Don t Trust You To Do The Right Thing So Let s Go Back In Time Before Things Were So Corporate Slow Growth equals Birds must be growing faster because of all the drugs and chemicals you feed them. Slow Growth is all about guilt. Let them live a little longer before we kill them.
Why does this work?
Case Study #3 Being Antibiotic Free could bite back
Do I Care About Chickens or Myself? Surprisingly, both... If Only I Trusted You! 1.Millennials do feel tension between the health of animals and their fear of antibiotic resistance. 2.Millennials get that there could be all kinds of common sense solutions. 3.Millennials simply don t trust your intentions or willingness to play fair if given even an inch with something like antibiotics. 4.They immediately trust veterinarians the minute they realize the pet vet is the same person as the flock vet. 5.ONLY THEN can the veterinarian can propose common sense solutions.
5 Tenets of Vet Approved Antibiotic Use: 1. We demand our clients do everything reasonable to keep birds from getting sick in the first place. 2. Only sick animals get antibiotics. Antibiotics are for health not growth. 3. Only a licensed veterinarian can prescribe 4. We use antibiotics designed solely for animals not people. 5. We won t turn our backs on the health of sick animals so corporations can stay 100% antibiotic free. No way.
Why Does This Work?
Case Study #4 Will the consumer continue to prefer organic?
The only one you should feed organic food to? Your mother-in-law. You are 30x + more likely to be hospitalized after eating a serving of organic food vs. conventional food. Your choice. 2015 review of all mandatory food safety filings by counties in the US to Center For Disease Control & Prevention 100% NATURAL SH*T/fertilizer Organic: Eat S*** and Live
Brief Final Thoughts and Cases (Talk Overs) Case Study #5- If Chicken is Chicken, I ll Make Up Differentiators Case Study #6- How Does A CEO Get Naked For the First Time With Millenials?
Richard Kottmeyer, JD Senior Managing Partner Farm to Fork Advisory Services, LLC Columbia, MO Richard.Kottmeyer@farm2forkllc.com 314.570.2631 @richkottmeyer richkottmeyer