Carving Creative Marketing with The Butcher and Grocer
There’s a sad truth in our sociality - it’s easier to buy junk food than it is to buy healthy food. Lower quality food is more accessible and more affordable. Not an ideal situation for a country struggling with obesity (the United States). Thankfully, there are local places where you can get some of the food around, Columbus having one of the best in the Butcher and Grocer. In this episode, we’re talking about quality food and some innovative ways to market all that deliciousness.
You can listen to the episode and read the transcription below. You can also listen on Apple Podcasts, Google Play Music, YouTube, or anywhere else you get your podcasts by searching “Creativity Killed the Cat”.
— Intro —
Hey there all you beautiful people! Welcome to the Creativity Killed the Cat podcast. My name's Andrew Chwalik and I’m going to be helping you develop creative marketing that won’t break the bank.
Happy Memorial Day! Today we honor all those who lost their lives defending our freedom. If you don’t mind, I’d like to have a moment of silence to remember the fallen. Thanks for that and thank you to all who continue to fight for our country.
Now it’s time for a fun fact.
Fun Fact: I am still in love with Vine. It was that six second video clip social media platform that Twitter owned. My heart broke when it was shut down a few years back. Actually, I still watch Vines on YouTube. It’s a problem...
Alright, on with the show!
Remember, I take one small business or brand and develop some creative marketing concepts that could be implemented as soon as you finish listening to this podcast.
I believe the saying is that two are better than one. That premise holds true with the company we’re featuring in today’s episode. They’ve figured out a unique way to combine two businesses that bring back the wonderful, simple feeling of buying food. This is going to produce some fun marketing concepts, but before we get into that, I need your opinion.
— Marketing Chat —
As you all know, I run a marketing agency called Twillful. We offer a variety of marketing solutions for small businesses, from strategy development to content creation to social media management to video production. It really is so much fun, not going to lie. Helping small businesses and startups market better is what I was meant to do. 100% my life’s calling. No doubt about it.
So I mentioned that we do video production. We make all sorts of videos, internally and for our clients. They range from simple promotional videos to Facebook Live series to whiteboard explainer videos and everything in between. Video marketing is the future, actually it’s also the present. Video is huge and it’s the absolute best way for a small business to engage with their audience without dropping tons of cash. Sure, you can hire a professional videographer if you want high production value. However, I’d recommend working with a local marketing firm or doing it in-house. I’ll let you in on a little secret - high quality production videos don’t work as well as genuine creations. The more “real” you can make a video, the better interaction you’ll see. Make sure you don’t tell those big companies making $100,000 productions. On second thought, you should probably tell them because we’re all about making marketing better for everyone. If you write a letter to a massive corporation to tell them their marketing sucks, let me know, I’ll sign it too.
Now that you know a little about video production, this is where I need your help. At Twillful, we’re debating about our next internal video project. Should we start producing a little series that shows small business how to do simple little marketing activities, like how to set up your Twitter account correctly, or should we host a Facebook Live show once a week where we talk about marketing news and other topics? One scenario could be publishing those little “how to” videos through Twillful and host the Facebook Live marketing show on Creativity Killed the Cat. I love that idea. However, we only have the bandwidth at the moment for one of these projects. So, if you had to pick one of these video projects, which one would it be? Simple “how to” video series or Facebook Live marketing show. Let me know what you would prefer on the Creativity Killed the Cat Facebook Page. I’ll post a poll so you can cast your vote, but be sure to also drop your comment with your reasoning.
Your help making this decision would be greatly appreciated! Looking forward to hearing your opinions!
What do you get when you take a modern butcher shop specializing in local meats from small Ohio farms and combine it with a love of wholesome, nurturing food? The Butcher & Grocer. They’re literally a butcher and a grocer. Doesn’t get much more straight forward than that! They have the highest quality Ohio beef, lamb, pork, chicken, cheese and select grocery items. Plus, their meat products are 100% pastured and are antibiotic and growth hormone free. Clutch.
Let me take a second to tell you that I’m a HUGE supporter of local and natural food. When I was studying food sustainability in Tanzania, we ate simple, local food every day. Just after two days of improving my diet, I felt absolutely amazing. I woke up at 6AM every morning and felt fully refreshed and ready to take on the day. I had no feelings of grogginess or a desire to roll back over and pull up the covers. It’s amazing how eating fresh, natural food can enhance your health.
The cool part about The Butcher & Grocer is that it all begins in the green pastures of Ohio with local farmers tending their herds and flocks. When the time is right, the farms they source from provide the utmost attention to humane slaughter at local, family-owned facilities. Beef, lamb, and pork never come frozen or in any type of box or bag. They deal only in whole animal butchery. Beef is grass fed on pasture and also provided with a non-GMO, feed. Their pork and lamb is raised on pastures as nature intended. Chicken is rotated on pasture every 12 hours. Their cheese selection and grocery items are Ohio-centric or from companies that share their values and their bacon and sausage is house-made. Holy heavens, my mouth is drooling just thinking about all that!
Okay, now that you know about The Butcher & Grocer, let’s get creative.
First things first, everyone likes adventure, right? Who doesn’t like exploring a new location and finding out cool facts about the things they consume? Since you source almost all of your ingredients and products locally, why not make it an experience? Work with some of your nearby producers to set up a program where you can have customers explore the places where their food comes from. Some of these locations may already have field trip type of activities that they perform for schools. Just tap into their existing plans and tailor it for adults. Your target customers would be the ideal candidate to take advantage of an opportunity like this. Now, of course you can’t offer something like this every month. Well, if you can, that would be legendary. But set it up for maybe once a year and it could be done as a contest. Maybe every time someone buys a certain type of meat, they get entered to win the small trip. If you want to make it more of a regular thing, charge people and make an entire day out of it where you include a meal and transportation. You talk about the natural characteristics of your products so go show consumers how it’s done!
Now that we can all feel young again and go on a pretty legit field trip to learn more about our local food, let’s talk about our next creative marketing concept. Maybe you want to take things slow, that’s totally cool. This is just our first date after all. Developing an entire tourist attracting activity like touring a local producer can take time to implement so why not start a little smaller? What goes great with meat and cheese? Wine! The fact that you source everything locally and use natural products is great, let’s tell all your customers about it. Host wine & apperitivo nights where you have little plates filled with samples of your delicious meats and cheeses. While you encourage people to mingle and share in community, you can also teach people about what they’re eating and drinking. Have little stations where people can learn about the cheese they just tasted. Have someone passing out the meat and explaining where each type comes from and how it’s prepared. Maybe even show a movie about the benefits of shopping local. The night is yours! There are so many ways that you can introduce the local and natural aspects of your products to customers in fun ways. I’ll totally be there!
Alright, one more. The more you can empower your customers with knowledge in a fun way, the better. Not only will they feel better about themselves for being smarter, they’ll also adore you for being such a fantastic teacher. Well alright, listen up class. Since you know meat, I’m sure you know the perfect way to cook each type. I’m also sure that most people don’t know the proper way to cook ribeye. Myself included. Let’s fix that. Host a cookout! Just an all-American event where people get to hang out at your place, enjoy the best meat around, buy some stuff, and learn how to correctly cook a variety of meat. Sure, people will hangout and maybe even play some typical cookout games like corn hole or can jam, but the main event could be a miniature, interactive cooking class. This is where you can show people how to appropriately cook different types of meat. I know at least 17 people who would love to learn something this, myself included. Once you’ve taught people, let them have a crack at it. The coolest part could be that all of this meat that’s being cooked could be the food that’s supplied for this cookout! Small events like this don’t need to cost a ton of money. Go raid your local dollar store for all the necessary supplies and just make it a fun environment.
Okay I lied, I’m going to suggest one more little idea that isn’t an actual event that you wouldn’t have to plan. It’s also a bit weird, I mean creative, so bare with me. The #meatselfie. Oh yes, it’s exactly what is sounds like. Encouraging people to take selfies with the meat they buy from The Butcher & Grocer and share it with you on social media. It’s such an “out-there” concept that it might end up taking social media by storm and going viral. How fantastic would it be to see hundreds of people taking pictures with their fresh chicken wings? Could be a fun little social campaign.
Boom. The Butcher & Grocer now has some creative marketing ideas that won’t break the bank and will get even more people excited about their fresh, local products! I just can’t wait to be exploring local farms, drinking wine, and taking a #meatselfie. Legit. Be ready Instagramers. Be sure to try some of their ribeye for yourself by dropping them a visit in Columbus and check out their website at thebutcherandgrocer.com.
— Closing —
Well, that’s all folks. Thanks for joining me on this episode of Creativity Killed the Cat! I hope you had as much fun as I did and were able to take away some creative marketing ideas that YOU can start using right now.
If you’re still stuck and need a little extra creative juice, head over to creativitykillscats.com to find some more content that will continue to get your creative gears turning. Plus, you can reach out and let me know if you want your business or brand as the theme for one of our future episodes.
Keep saving those cats. I’ll see you all on the next episode of Creativity Killed the Cat. In the meantime, if you want to help me startup Vine again, you just let me know!