A new toolkit aimed at helping butchers promote their business has been launched today (19 December 2013) by Quality Meat Scotland (QMS).
A Marketing Toolkit – An easy to use marketing guide for specialist red meat retailers – provides an introduction to marketing strategy and includes practical advice which is aimed at helping butchers identify a marketing approach which is appropriate for their business.
According to Jack Broussine, QMS Marketing Executive, marketing is important for any size of business.
“Marketing can be a bit of a baffling subject and it’s not always clear which marketing activities will offer return on investment and meet business objectives,” said Mr Broussine.
“However to promote a retail butchery business effectively in the modern market, it is essential to have a basic understanding of marketing strategy.
“This toolkit, which has been developed in conjunction with The Scottish Federation of Meat Traders Associations (SFMTA) and members of the Scottish Butchers’ Think Tank, sets out a simple framework to guide butchers through articulating their own strategy.”
Award-winning Aberdeenshire butcher John Davidson, who expanded his business this summer adding a third location to the Davidsons Specialist Butchers portfolio, said that marketing is key in growing and sustaining his business.
“In the ever-growing competitive retail sector you need to know how to promote your business and how to boost sales,” said Mr Davidson.
“When we were developing our marketing strategy, it made us sit down and think through where we were in terms of our strengths and weaknesses and opportunities for the future.
“We identified that our shops do an excellent job in catering for our customers through a combination of knowledge, excellent customer service and meat products. However, we also identified that there was an opportunity for online sales.
“Our online shop, which was launched in 2012, now brings our products to customers in the UK, and further afield, whilst still offering excellent customer service through advice and recipes.”
Douglas Scott, SFMTA Chief Executive said: "Customer expectations are constantly growing and changing so it is important that butchers realise their needs. Butchers should recognise that they are the lead player in promoting their business, their unique service and their speciality products.
"Quality meat is the top reason for seeking out a butcher's shop but this Marketing Toolkit contains advice on other key components required to promote a successful butchers' business."
A Marketing Toolkit will be distributed to all Scotch Butchers Club members and is available to download at: www.scotchbutchersclub.org. Non Scotch Butchers Club members can phone Jack Broussine, QMS Marketing Executive on 0131 472 4046 to receive a copy.