Hey guys!
Everett just posted a blog about a new company he works for called Munchery.
Munchery is a company where chef’s cook top notch cuisine with fresh
ingredients that can be delivered at your doorstep. Probably the coolest thing
about the company is that for every meal ordered, they donate a meal for those
in need.
image source: www.munchery.com
Everett asked
the following questions that have to do with Munchery and buyer personas. 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.
2.) What outlets do you think are the best means to reach these buyers? And why?
2.) What outlets do you think are the best means to reach these buyers? And why?
For starters,
there are many details that can be packed into developing buyer persona
profiles. As David Meerman Scott mentions in The New Rules of Marketing & PR, these details include goals
and aspirations, what their problems are, and how they can be reached
(Scott,2013). Scott also mentions that the best way to actually develop buyer
personas is through interviewing people. I mean, the best way to get to know
the details about people would be by asking them questions about the details,
right? I don’t work for Munchery, nor have I every used the company (it’s on
the west coast and I’m back east), but I think I know that if the option was
available it my city, I would totally order from there all the time. So, I think
I have a pretty good shot at a type of buyer persona they should be targeting
when creating their marketing plan. I would start with young urban
professionals. Why? Because they are still getting used to their workdays and
possibly balancing work with grad school, and don’t have the time to cook every
night and go shopping regularly. They also value healthy options, as opposed to
the greasy burgers and pizza from their undergrad years. They are also socially
conscious, and the fact that Munchery donates a meal for every meal ordered is
a huge plus and justification for ordering out on any given day at any given
time. Convienent, guilt free, and helping those in need. Does it get more
awesome than that?
To reach these buyers, I would
suggest connecting with online marketplace companies such as LivingSocial and
Groupon. It would provide incentive to try Munchery, and it would be advertised
on websites that many young and busy professionals check on a daily basis. I
would also suggest traditional media channels as well, such as billboards and
bus wraps. There is a lot of foot traffic in cities, and people are always
looking for convenient, healthy options. That way, there is great opportunity
to reach tons and tons of potential buyers.
-SB
Scott, David. (2013). The New Rules of
Marketing and PR. Hoboken, NJ: Wiley
