This week, we are examining a brand known as Munchery. The website can be found here: www.munchery.com. It is actually an awesome company! They are focused on delivering quality and healthy food on weeknights to busy families. Heck, they even pride themselves on having the friendliest delivery drivers around! However, they are just starting out and want to increase business by increasing awareness of their brand.
My classmate Everett poses the following questions for this week:
Questions;
1) What do you think are the buyer persona profiles that munchery.com should be targeting when creating their marketing plan? Please explain how you came to these conclusions.
In our text, chapter 3 focuses on how to reach your buyers directly and how different buyers have different personas. Smart marketing consists of creating these personas for a company's brand, almost like a pseudo person, to help the company understand the type of person who would benefit from their product (Scott, 2013).
For example, let's say that the typical consumer for Munchery is a middle aged mother with 1-3 children who works full time. She wants to provide healthy meals to her family, but she is so wrapped up in her work that cooking is the last thing on her mind. She ends up making frozen dinners many nights for her family, and this makes her feel very guilty. Let's call this woman Sally. So now, how should Munchery market their product to Sally? This is an example of creating a persona to help better understand a group of consumers.
Another example of a person for Munchery could be an over worked and under-rested college student, who's interest in cooking is about as much as their interest in writing a term paper. They are trying to stay fit and in shape to look good amongst their peers on campus, but they hardly have time to work out or cook healthy meals. They are also on a tight budget, which tends to lead to frozen dinners and ramen noodles. They do not have a car on campus, so delivery is a must. Let's call this student Greg. How would you market Munchery to Greg?
Do you see how creating these "people" help us to better understand our customers on a more personal level? This is a tactic that most marketing companies use to better evaluate how to position their product or brand.
2.) What outlets do you think are the best means to reach these buyers? And why?
For Sally, I would suggest flyers/coupons in grocery stores, local newspapers, and television advertisements. For Greg, I would suggest using social media, like Facebook and Twitter, to reach him. Greg inevitably spends more time on his laptop than Sally does because he is a student. Sally works all day long and doesn't have easy access to social media at her job - but she does read the paper every morning, watch the morning news, and go grocery shopping on Sundays.
Scott, David. (2013). The New Rules of Marketing and PR. Hoboken, NJ: Wiley
Erica,
ReplyDeleteGreat blog post! I love how you created the personas and then explained the best way each could be reached. Your persona of Greg is really similar to the buyer persona I also explained for Munchery in my own post. I know that you commented on my post and asked about incorporating social media in ways to reach, since I mainly focused on social connection sites (Groupon, Living Social, etc.). Would you consider Greg to be reached by social connection sites? According to this survey http://www.emarketer.com/Article.aspx?R=1008454&dsNav=Rpp:25,Ro:12,N:927
(from 2011-had a hard time finding a recent one), almost half of Groupon users would be in Greg's age range, and surprisingly there's also a good amount in Sally's age range. What are your thoughts on this?
-SB
My only thoughts about groupon and Munchery is that Munchery already offers very low prices. I think that groupon could possibly hurt Munchery by lowering their prices too much and enticing people to buy their product at a lower price than cost. Just a thought.
DeleteEverett
Hi Erica great post. I agree that the primary buyer persona profile for munchery.com is a middle aged mother or father who does not have time to prepare wholesome meals for their families. In fact munchery.com's about us page reads "We got our start back in 2010 as a couple of busy new parents desperate for an easier answer to "what’s for dinner?" (munchery.com) David Meerman Scott says, "For each buyer persona profile, we want to know as much as we can about this group of people. What are their goals and aspirations? What are their problems? (Scott, 2013). In this case, Sally's goals are to put a healthy meal on the table for her children. Her problem is that she does not have time to prepare a wholesome meal with all her other obligations. Munchery can immediately make a connection with Sally and demonstrate that they understand her goals and the roadblocks that stop her from achieving these goals.
ReplyDeleteI found your buyer persona example for Greg more interesting. I wouldn't originally think about a college student as a buyer persona profile that Munchery would really consider. However, Munchery's meals are relatively low priced and might be a consideration for a busy college student. Munchery recently started an on demand option for their website. I think this would appeal to college students because most college students don't plan their meals out days in advance. While Sally may consider what her family will eat days in advance I don't think college students do. Maybe Munchery could consider some kind of promotion to reach out to many college students. That way the company and the students could save money on delivery costs also.
I see ads for Munchery on Facebook all the time. Being a start up, they probably don't want to spend much money on traditional media. I wonder is their is another way to reach Sally besides traditional media? I was also wondering if Munchery could reach an older demographic (say 60 to 80 year olds). Perhaps appeal to them by offering wholesome meals without having to leave the house. After all a lot of elderly people have trouble getting out to the grocery store. I wonder what media outlets Munchery would use to reach this demographic?
Scott, David. (2013). The New Rules of Marketing and PR. Hoboken, NJ: Wiley
https://munchery.com/about/us/