1. Marketing Family Business Brands (but specifically with craft butchers in mind)

2. Levy McCallum; Who Are They?
Founded 1980
Glasgow, Edinburgh and Belfast
25 staff
Members of IPA & TAAN
A family business

3. Levy McCallum; Who Are They?
Dad Me
Sister
Cousin (first employee)
Wife

4. Levy McCallum; Who Are They?
Tunnocks
Glen Catrine
Aulds
Stephen Homes
Clyde Marine
DC Thomson
Laings the Jewellers
Macrae and Dick
Farmfoods
Wisemans
Strathmore Hotels
McConechy’s
Osdin
Pavilion Theatre
AT Mays
McClelland Cheese

5. Defining Your Brand
Family business brands should be an extension of you; if you don’t live your brands values don’t expect anyone else too.

6. Defining Your Brand Decide what kind of brand you are
Be dispassionate – can you be?
Consider market research
Ask your customers what are your strengths and your weaknesses (& your competitors too)

7. Defining Your Brand
Decide what kind of brand you want to be – and make sure all the family agree!
Begin the process of change from one to the other
Convey this message internally before you tell it externally

8. Defining Your Brand What makes you different from the competition?
Find your Unique Selling Point(s)
These may be much closer to home than you think

9. Defining Your Brand The Pitfalls Being a family business isn’t enough
Name on the door isn’t enough
Being local isn’t enough

10. Defining Your Brand The Benefits Passion Commitment Integrity
Customer Care
Quality
Figurehead

11. What must the marketing say?
Marketing Your Brand
What must the marketing say?
Your ‘USP’…
…and why the consumer should believe it.

12. Marketing Your Brand
‘we personally select the best cuts and we’re based right here in Elgin’
‘we’ve perfected these pies over three generations, so it’s no wonder they’re award winning and taste so good’
‘if you are unhappy with any aspect of our products I’ll personally refund you – John Smith, owner of John Smith Quality Meats

13. Where Should You Market Your Brand
Traditional media can’t be ignored and are often very effective
Consider door to door leaflets with incentives
Internet is made for family businesses!
It is a level playing field, it rewards good service, honesty and openness with repeat sales

14. Marketing Your Brand

15. Marketing Your Brand Social media is perfect for family brands
Facebook Worldwide – 175 Million
UK – 16,021, (nearly 27% of UK pop)
Facebook alone has grown in the UK by over 2.5 million people in the last 12 months

16. Why Should You Use It? Because your customers do;
Or at least people who should be your customers
Because it is incredible value for money;
It’s basically free
Because it’s the future of media;
Only TV can claim more users now

17. Personal Anecdote Within 2 miles of my home are; 1 Asda 2 Sommerfields
1 Co-op
2 Morrisons
2 Sainsburys
2 M & S
1 Waitrose
Countless Tesco Metros and planning has been granted for a Tesco monster store

18. Personal Anecdote
My wife isn’t local, she has no previous connection the area, & until recently didn’t eat red meat
Where do you think she buys our meat from?

19. Personal Anecdote
My wife isn’t local, she has no previous connection the area, & until recently didn’t eat red meat
Where do you think she buys our meat from?
G H Davidson of Dumbarton Rd, Scotstoun!!

20. Personal Anecdote
2 years ago they sent a leaflet round our doors; it was great
The meat is better from them than from the supermarket
She thinks it saves us money

21. Summary
It is inconvenient for many visiting your shop; so tell them why they should make the effort
You are perceived as being expensive; so tell them why you’re better value
You aren’t a household name; you have to work on building trust

22. Summary
You know where your meat comes from; explain that isn’t a factory in Thailand
You didn’t make £3 billion profit, Tesco did; So which one of you is exploiting the farmer then?
Chefs don’t buy meat in a supermarket; that’s why it tastes so much nicer in a restaurant

23. Successful Family Brands
Firstly they are good at what they do
Secondly they convey this clearly and often to their customers
Thirdly the company has passion, commitment and will go that little bit further
Finally the ‘family’ embody this in their actions; they care, it is personal.

24. THANK YOU