What Butterball Has Done Well – A Turkey Brand Analysis
Posted by coalescemarketing on November 23, 2011
Butterball produces 20% of the nation’s turkeys – they are the largest producer in theUnited States. What do they have that’s earned them a monopoly on the Thanksgiving turkey market? We wanted to know, too.
Here’s what we’ve determined:
A recognizable and well-sustained logo – You see the blue and yellow, and you know it’s Butterball. Furthermore, people have been shopping for Butterball turkeys for over 50 years. From what we can tell, not much has changed in the design of their logo. Granted, that’s not always a good thing, but in this case, Butterball understands that if it isn’t broke, you don’t need to fix it. They haven’t messed with the name and image that are nearly universally recognizable, especially around Thanksgiving. Why would you?
Customer Service – Patrons can call the Butterball Turkey Talk-Line 1-800-BUTTERBALL
Weekdays from 8 a.m. to 8 p.m. to speak with an actual person who will answer their turkey questions. Talk about making yourself available! Similarly, the Butterball Facebook page has been bombarded with inquiries and compliments. None have gone unanswered. Butterball engages with consumers, making them feel appreciated. These positive habits not only boost their brand image for first time customers, but will also keep their diehard fans coming back for more.
Resources aplenty! – Butterball’s website is full of helpful links and directions, not only for cooking turkeys, but also for engaging the kids in cooking and for decorating the dinner table. They clearly have researched their target market and figured out the best ways to reach their intended audience. And, not only do they have resources, but their resources are easy to use, mostly because their website is easy to navigate. It makes drooling over turkey, that much more fun.
That being said, we tip our hat to the Butterball brand. Thanks for the great positive practice reminders. Happy Thanksgiving, everyone!
