Selling Cycle

Segment: "moms"

1) Describe your segment's "Need Awareness." / Describe your recommended tactics to generate awareness of your product/serve in the same time and place your customers generate awareness of their need.

 

Based on the interviews and previous posts, a head of household (usually the mother or father) cleans out the refrigerator each week and makes the grocery list for the weekly grocery shopping. To reach their eyeballs during this weekly ritual we could put advertisements on:

Places for advertisements:

• the trash bag boxes! We could even figure out what kind of trash bags our target users buy, such as if they use recycled plastic trash bags maybe they care more about reducing waste. 
• we could run TV ads on trash night.
• place ads on magnetic grocery lists

2) Describe your segment's "Information Search." / Describe your recommended tactics to place your product/service in front of the customers' senses.

Not based on any interviews, but common knowledge, sometimes we google "recipes with ___" and then enter the item of the ingredient in our fridge. Maybe we have a bunch of unused chicken, or leftover basil, etc. and want to know what we can do with it. Instead of directing people to AllRecipes.com maybe we could direct them to FridgeReminders.com and list the recipes there. It's a feature many blog posts have talked about. An SEO campaign would make sense, especially if we target the most often thrown away foods (EPA data, etc.).

3) Describe your segment's "Alternative Evaluation." / Describe how you will cater your messages to meet your customers' preferences -- what would you propose for a specific unique selling proposition?

These could possibly be SEO campaigns around questions such as "how long do apples stay good," "can you freeze chicken after its been thawed," etc. that would be related to people's alternative evaluations of how to save the food instead of throwing it out. If we can answer their questions on our website, it could pull them in to learn about a product, i.e. the app, where they can have all this information managed for them.

4) Describe your segment's "Purchase Decision." / Describe your recommended channel/distribution/payment tactics to meet your customers' preferences.

It seems like money would definitely be a motivator. However, on trash night, the food is already spoiled and is a weight quantity, while a week earlier in the store it was a value, dollar amount. I think we might need to advertise in the grocery store, hey all that stuff you just spent money on? make sure you get your money's worth!  They may choose to buy more or less of items if they knew there was a product to help them manage it.

• advertise on grocery receipt
• advertise within grocery store
• advertise on the grocery bags
• give out free chip clips

5) Describe your segment's "Post-Purchase Evaluation." / Describe your recommended tactics for managing your customers post-purchase period.

This is a weekly cycle so the first step where they clean out the fridge was what I found in interviews was the post-purchase evaluation. If everyone ate the food in the fridge, then they did a great job of fridge management and there's no waste. So everything from the first step except maybe also advertising on tupperware, since it seems the adults eating the leftovers at work helped reduce food waste.