The poultry industry is thriving in Nigeria, and you can find frozen food items readily accessible in supermarkets, stores, and even mini-markets nearby residential areas. As we highlight in our article on the Nigerian poultry industry, most citizens often purchase frozen meats, especially chicken and turkey meat.
This presents a great investment opportunity for those interested in the livestock or poultry-raising business. However, this also means that competition can be quite tough for distributors and retailers alike. If you want your business to succeed, here’s how to market your fresh poultry products to stand out from the rest.
1. Use Attractive Packaging
Leverage your product packaging to reflect your products’ quality. A consumer buying behaviour study conducted in Nasarawa state showed direct links between labeling, consumer awareness, and ultimately, the overall attractiveness of the product. This includes several packaging aspects including size, graphics, color, and even material. So if you specialise in free-range chickens or organic meats in general, you could have this reflected in your packaging by using biodegradable and natural materials. If, on the other hand, you specialise in delivering goods, invest in safe and reliable packaging.
2. Offer Recipe and Food Prep Suggestions
To show how versatile and easy to use your product range is, it would be helpful to offer recipes, food preparation tips, and other informative guides to your customers. Poultry meat is one of the most consumed meats in the world because it can be used in a variety of dishes, like stew, curry, pie, and can be cooked in many different ways. You can suggest easy recipes like a one-pot poultry dish using a multipurpose Aroma rice cooker, suitable for smaller households, or more complex recipes like stuffed or roasted chicken for more special occasions.
3. Take Advantage of Seasons and Holidays
Speaking of special occasions, another key marketing strategy is to take advantage of any upcoming seasons and holidays. Nigeria is also home to many religious beliefs and festivals, most of which promote lots of all sorts of local and international cuisine. Research on the emerging market during Eid-al-Fitr also referred to as Small Sallah, revealed that most Muslim respondents go on a shopping spree, influenced by their families or senior citizens of the society. During these festive events, make sure you take advantage of the higher numbers of delivery requests and market your brand as much as possible.
4. Collaborate With Digital Marketers
Food content on the internet and social media isn’t really anything new, but with the rise of platforms like TikTok, we find innovative ways to promote meat products online. For instance, a post published by TikDragons notes that you can make video tutorials showing how to cook your products, feature testimonial videos, behind the scenes, and even delve into more creative methods like funny content and food challenges. You can also partner with some content creators and send your products over for them to freely use in their videos.
Overall, there are endless possibilities when it comes to marketing your poultry brand in a very active market like Nigeria’s. It all boils down to diligently studying your target consumers, keeping up with the latest trends, and your dedication to thinking out of the box.