New toolkit helps butchers promote business

Quality Meat Scotland (QMS) has launched a new marketing toolkit to help butchers promote their business.

The kit features a marketing guide with practical advice for red meat retailers which is easy to use and provides butchers with an introduction to marketing their business.

QMS said marketing was important for any size of business and the guide is aimed at helping butchers find an approach most suited to their own operations.

Jack Broussine, marketing executive with QMS, explained that it is essential to have a basic understanding of strategy to promote butchery business effectively.

“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.

“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.”

Aberdeenshire butcher John Davidson believes marketing is key in growing his business, having recently set up a third shop.

Davidson said: “In the ever-growing competitive retail sector you need to know how to promote your business and how to boost sales. 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.”

He set up an online shop in 2012 which reaches customers across the UK and further afield where he also shares advice and recipes.

SFMTA chief executive Douglas Scott added: “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.”


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