Check out Lamb Bacon!
Lamb is on the long term rise. Is your business ready to have long term success with a long term media strategy?
The American Lamb Board (ALB and yes, there really is one) is predicting 2010 to be the year of the lamb. A “meat fashion” sweeping top chefs, restaurants and grocery stores alike. Ground lamb, neck cuts, stomach cuts – you name it, lamb is taking off. Are you already a fan?
Meat & Livestock Australia, the organization promoting lamb in Australia, has been running ads and contests in hopes of fast service chains adding lamb to their menus. The trend is advancing along these hallmarks: affordable, versatile and local. Small lamb producers nationwide are seeing their cuts for customers increase in variety and frequency. Where many farmers would sell an entire lamb they are now complicating their cuts and offering a market variety.
Why this sudden shake up in the meat industry towards lamb? Well it’s a complicated strategy. A little bit of splash and flash. A solid hometown story and finally a multi-national effort. It’s not rocket science but when I consider products for a media strategy I have never considered lamb. I’m more of a beef and turkey guy myself.
Ask yourself if you would consider lamb. What comes to mind right away? The ALB acknowledges the not-so-yummy stigma with lamb. It also plans to approach most of the younger generations as a customer base. This way there’s less of a stigma to fight and more of an adventurous spin they can use. The fact is that almost one third of the US population has never had lamb before.
What’s very interesting about the ALB’s efforts is that they are long-term. Many companies and brands thing long-term on scales of epic proportions and global dominance. The ALB wants lamb to become a staple food for US households. They also understand that becoming that entrenched in a nation’s diet does not happen in even one single generation. They’re in it for the long haul because they know that in order to get what they want, they’ll need to take small steps.
I’m typically impatient myself. For you that means the potential of more lamb on your plate. For the burgeoning media strategist it means that there’s no timeframe for results or projects. It’s kind of silly to have a long term vision of success without a long term vision for strategy. Why work for perpetual prosperity with instant efforts? The equation simply doesn’t add up.
That’s all from me for this week! Hope you all have a great weekend and I’ll see you again on Monday!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
