Hello! For my Integrated Marketing Communication course all my blog content will be published here! Feel free to check it all out!
Inbound/Content Marketing Exercise – Blog Entry
Hi everyone! For my Integrated Marketing course I am doing research on Hatfield, a local company located in Eason, PA that specializes in providing families with quality, delicious pork products.
As a family owned, American made business, Hatfield has a passion for animal care and treating their farmers, the environment, and animals with respect. Hatfield goes back 120+ years and is still doing the same thing founder John Clemens started with all those years ago: producing delicious, quality pork for family tables.
Hatfields products are simple. Simple to cook and simple to enjoy. Don’t let the word simple deceive you, simple is the new smart. As someone who dabbles in cooking, one of the biggest struggles I found is the simplicity of the product and the recipe. Hatfield products are simple, and simple draws attention.
While researching Hatfields, their website really stands out. Not only is their website simple and user friendly, they provide an abundant amount of information. They make it easy for customers to find different products, contact information, and different store locations. In the era of technology, if companies don’t have a functional website, you can lose a customer in a matter of seconds. Lucky for them, I was drawn in by the unique layout and informative content.
Their website also provides simple recipes for any family to enjoy. Their website, simplyhatfiled.com, provides customers with free recipes for breakfast, lunch, and dinner highlighting their popular products such as ham, bacon, sausage, and more.
I loved reading their unique blog posts under the tab, “What’s Cookin’.” From date night ideas to big sport game essentials, there was something for everyone. Their very own Chef Jen put together a cooking tutorial video that left me hungry for more!
I was happy to see that Hatfield is active on all social media platforms. They post frequently with eye catching, delicious photos and videos to make anyones mouth water! Want to learn more recipes fast? Their Youtube channel, Hatfield Quality Meats, provides quick, simple tutorials on the latest food trends. These short videos are the perfect way to get motivated to cook Hatfields delicious recipes.
They post frequently on their Instagram, @hatfieldmeats, highlighting new recipes weekly. They provide the finished products with step-by-step directions. Followers seem to love the posts as each gets around 150+ likes. Their page has a warm, welcoming feel. They highlight customers’ recipes with Hatfield products and love hearing followers’ feedback!
For similar content, their Facebook, @HatfieldQualityMeats, provides the same quality content informing followers of the latest recipes. Hatfield knows how to win over foodies with the abundance of delicious photos. Make sure to turn on post notification to be notified of the latest posts and new recipes!
You can learn a lot from a company based off of their website and social media presence. A functional website and trustworthy social media content is just another way to drive customers. With social media becoming a huge lead generator, new customers love seeing an active profile providing engaging content.
Hatfield works to provide followers with consistent information across all platforms. No matter where you look, they provide quality content that makes any follower want to learn more. Their accessibility makes the experience worth it, and just like me I know you’ll end up taking notes and adding pork to your shopping carts.
If you’re looking for new quality porks and recipes, you won’t be disappointed with Hatfield, I know I wasn’t! Don’t know where to start? Start with the Hatfield Recipe Essentials for the latest Tenderloin dish! My favorite, the Tuscan Herb Dry Rub Seasoned Pork Tenderloin is out of this world delicious, check it out and enjoy what Hatfield has to offer!
Idea Response 1: If we want to sell customers our product, we need to explain how it helps them. How can we get buyers to believe that Recipe Essentials and Tenderloins are delicious and healthy, and will make dinner preparation faster and easier?
Advertising a product can be simple, but promoting and selling to a target audience can be tricky. Hatfield is trying to reach a new, younger audience and It’s no secret that Generation Z consumers want healthier, convenient food. In order to pull in this audience it is important that Hatfield focuses on digital marketing strategies that utilize social media, content marketing, and mobile marketing. According to Blakeman’s “Integrated Marketing Communication,” When targeting for a new product, creative efforts must reflect both lifestyle and buying habits.
A younger audience wants something simple, straightforward, and eye catching all while being informative. Painting a picture and creating a story is an easy way to pull in your audience. Consumers want to relate to the company and product. If Hatfield focuses on simple, healthy recipes for young adults or college students, they’re showcasing a variety of new ways to use their already successful product.
According to ConvinceAndConvert, companies aren’t just working on digital marketing, they are creating experiences and content that captivate their audiences and bring outstanding brand awareness. Young consumers need a face to a product, they need to see real people use the product and know that it really is that simple. If consumers see that the product is being used by young influencers or customers they’ll be more inclined to purchase.
On social media it is easy to showcase your product. Hatfield already does a good job at promoting recipes and products but younger audiences want to see the process. Show consumers how easy it is and they’ll want to try it too. Incorporating live Instagram stories of Hatfield’s Chef Jen showcasing how simple their recipes are is one way to highlight how fast and easy it is.
Promoting zoom tutorials on social media is one way to bring a younger audience together. Incorporating meals and themes that interest a younger audience can drive new consumers. If Hatfield incorporated, “Hatfield cooking tutorials: college edition,” the younger audience would be more included to share with friends and participate in the tutorial.
Since younger generations are more health conscious, consumer’s want to know where their products are coming from. Being more transparent with their consumers is one way to build trust and brand loyalty. By promoting their stance on animal welfare and care it will allow consumers to know that their product is coming from a reliable company.
Hatfield needs to focus on what the customer wants and needs, not on what they want the customer to want or need. Customers want simple and reliable.
By providing buyers with informative, interactive content these are just a few ways buyers believe that Recipe Essentials and Tenderloins are delicious and healthy, while also making dinner preparation faster and easier.
Marketing idea
Attracting younger audiences starts with addressing the four P’s of a marketing plan. Simple, easy and accessible plan to reach younger audience.
Product: Include their product in a new way that will attract a younger audience. New recipes that are simple and easy that even a college student can get it done!
Price: Highlight Hatfields cheap prices and even include discounts for college students.
Promotion: Promote new recipes and deals on social media to reach younger audience.
Place: Include online checkout to make the process simple and easy for all consumers. College discounts.
#HatfieldHacks
Creating a hashtag is one way to create brand awareness. #HatfieldHacks includes all the latest tricks and tips for Hatfields products. It is simple and easily recognizable. Include on all graphics, photos, videos posted on all social media platforms.
Collaborations are a new way for brands to get noticed and grow. If Hatfield worked with companies such as HelloFresh or other food distribution companies, it would not only look good for Hatfield but would also reach that younger audience.
Food packages are the new rage and even including something on Hatfields website for purchasing including Hatfields hacks and tips when buying products.
Idea Response 2: Think about this slogan from FedEx that was used from 1973 to 2000: “When it absolutely, positively has to be there overnight.” This slogan was so effective because it spoke about a problem that FedEx solved for its customer.Now, consider Hatfield’s buyer for their Recipe Essentials and Marinate Products. What is the buyer’s need, specifically, as it relates to these products? Describe it. Then, answer this question: What might be a possible slogan for Hatfield to promote these products?
From 1973 to 2000, FedEx used the slogan “When it absolutely, positively has to be there overnight.” This slogan was so effective because the initial message the brand wanted to represent was speed and reliability. It also spoke to the problems FedEx customers were having with quick, reliable shipping. FedEx listened to the customers and created a brand message around it.
The Buyer’s needs for Hatfield Recipe Essentials and Marinate Products is the simplicity of the product, and how quick and easy it is for a family on the go or an inexperienced cook such as a college student. The buyer’s need is also to provide healthy options for their family. It’s all about building buyer personas and understanding what your customers want. According to David Meerman Scott’s book, “The New Rules of Marketing and PR,” on page 35 he writes, “When you understand your audience, those people who will become your buyers (or those who will join, donate, subscribe, apply, volun- teer, or vote), you can craft an editorial and content strategy just for them.” When it comes to advertising a product, people want to know that this product sells an experience, and that it meets all their specific needs.
Choosing a slogan for a brand has many aspects. Do you want to focus on the product itself or focus on a feeling? For example, Mcdonalds doesn’t sell food, they sell happiness. We want to sell Hatfield customers the pros products while also an easy, fun cooking experience with the simple instructions, easy to cook meals, and the ability to serve meals with families and friends.
With that in consideration, a slogan also needs to encompass the brand’s purpose, while also being short, catchy and easy to remember. HubSpot lists that there are three main factors that determine whether people like a slogan: creativity, clarity of message, and familiarity with the brand. Consumers are easily drawn in when they see a creative slogan that is unique to that brand. The difficult part is creating a creative slogan that also encompasses the brands message and has a sense of familiarity with the brand. You want consumers to know when reading the slogan that it relates back to the specific brand. Certain key words will help a brand be memorable. Some key words for Hatfield would be: Pork, meats, simple, and serve.
Some slogan ideas for Hatfield are:
- Simple to serve meats (or meals)
- Tastefully Simple and Accessible
- Pork that works for you
- Happiness never tasted so good
These slogans all meet a certain need customers want, simplicity, accessibility, while highlighting pork, meat, and meals. Simple to serve meats (or meals) highlights most of the customers needs when considering purchasing: simplicity, ability to serve to family and friends, meat product or meals. It also is short and has a nice ring to it.
Similar to Hatfield’s slogan now, “Adventure starts at home,” the last slogan, “Happiness never tasted so good,” sells an experience. Without stating pork or meat, it is still selling a cooking or meal prep experience. Each of these slogans are short and simple and meet Hatfields new buyer persona.
Idea Response 3: How do we turn www.sijplyhatfield.com into an online community? How can we use social media to drive engagement and build community? Share a few ideas on WordPress.
Social media is a great tool to market and sell a product; companies are also using social media to build customer experience and create engagement. Allowing followers to have a space to connect, have a voice, and communicate directly allows brands to build an online community.
According to “The New Rules of Marketing and PR” by David Meerman Scott, on page 289, “Mobile media that “engages,” works to start relationships, acquire, generate activity, stimulate social interaction with organization and community members, and be present at the time of the consumer’s expressed need.”
One way to create an online community and engage consumers on social media is to create content that gets followers eager to engage on your page. Hatfield needs to create content specifically towards their target audience and understand what their audience is looking for. Understanding their audience will better help them understand what content is needed to have them comment, like, share, and more.
Posting graphics, videos, or photographs that get people talking is the first way to build up your comment section. Creating content that is worth sharing and saving is even more important for a brand. Content that followers save and share leads them to bringing in more followers to the online community.
Followers love hearing personal stories and knowing the brand gives their consumers a voice to be heard, if Hatfield featured a loyal customer and their new recipe or spoke about how much they enjoy the products on their platform and website, it would drive more traffic. Tagging these influences/customers on their social media platform would lead them to share on their own social media platforms and more followers would check out Hatfields page.
Hatfield has already posted blogs and social media posts highlighting Chef Jen. Essentially, Chef Jen is Hatfields spokesperson. According to Publicrelationssydney.com, “A good spokesperson puts a human face to the organization and can effectively communicate your messages to the public and the media.” Adding a face to a brand that followers can relate to and engage with brings followers together. Chef Jen should go live to answer questions, be featured more on their website and platforms, and do more virtual gatherings for followers. Virtual gatherings are a great way followers can interact with Chef Jen as well as other community members. On social media they can do weekly short clips of cooking tutorials with Chef Jen highlighting a specific product from Hatfield/or recreating a customer’s recipe creation.
QUESTION: What events have you attended that allowed you to interact with a product/service/ brand? Describe the experience. What events could Hatfield host or attend that buyers would like to attend and find value in attending? Use your past experiences to inform your ideas in this response. Share a few ideas on WordPress. Title your post: “Idea Response 4.”
Events are the best way for a brand to get their name out there and engage consumers to interact with a product, service or brand. According to Learn Hub, event marketing is key in order to successfully increase sales, grow leads, increase brand awareness, build brand affinity, establish and grow relationships, and establish credibility.
I agree, events are the perfect way to get a brand’s name out there to the public and start building those relationships. However, not all events work for every brand, so establishing what works and doesn’t work is critical. The events I’ve attended in the past that allowed me to interact with a product, service or brand are sporting events, concerts, flea markets, farmers markets, conventions and food testing events.
Sporting events and concerts/festivals always have sponsored brands and products they use when conducting events. Hatfield currently works with Dollar Dog Nights at Citizen Bank Park. Phillies fans love dollar dog night, and Hatfield should continue to highlight that on their website and social media. Partnering with the Phillies and having a concession stand at Citizen Bank park is great publicity for a brand and should be highlighted more. It would also be a great chance to highlight and sample a new signature product to customers.
In “The New Rules of Marketing and PR” by David Meerman Scott, on page 253, sampling is a good way to entice consumers to try products. “particularly if it is new or repositioned, put it in their hands; let them feel the quality, weight, or texture. Better yet, if it smells good, let the consumer sample its scent at no charge.” Samples are also used and distributed through the mail through personalized kits. Many food companies partner with various custom packages such as Goody Guru that sponsor online events. Online events are huge right now and Goody Guru works to provide essentials for cooking lessons or gatherings.
Local events are also huge for food brands. Getting involved in local events helps build relationships with the community and grow brand awareness. Many events include flea markets, farmers markets, festivals; all events that need food. Many events including food have food trucks. Food trucks are important for quick and easy food, free advertising, and an abundance of locations to reach new consumers. If Hatfield is looking to expand their target audience to the younger generation, a food truck is an easy way to advertise and the menu can consist of fun meals. Hatfield can place their trucks in different areas around Philadelphia in order to reach that new audience; they can sit outside the stadiums or around city campuses. There is an abundance of event ideas Hatfield can try, virtual or in person, that can bring in a crowd. Starting small with local events is ideal and can eventually grow to larger events!
Amy Kodrich 