Tuesday, November 20, 2012
The Thanksgiving Budget
American Farm Bureau Federation reported that the average retail cost of menu items for a classic, home-cooked Thanksgiving dinner (with turkey, stuffing, cranberries, pumpkin pie, and standard trimmings for 10 guests) was $49.20. For busy families that had little time to cook their own dinners, ready-to-eat Thanksgiving meals from supermarkets and takeout restaurants averaged $50 to $75.
Competition is fierce among retailers, brands, and restaurants looking to capture a greater piece of the Thanksgiving pie (shopping that is) this season. One way advertisers can get the most out of their advertising budget is by targeting Thanksgiving diners with ads that speak to the audience’s specific tastes in food, whether it’s modern dishes or classic comfort food.
Knowing that the Phoenix Metro area, tops the list of cities with many foodies is a great advantage to restaurants, brands, and retailers. Take a national restaurant chain that’s running a promotion for a complete, hassle-free Thanksgiving meal. The chain may use the lists of cities interested in gourmet and comfort foods to develop targeted ads that resonate with each different city.
Although a promotion for old-fashioned mashed potatoes may not hit home with the Phoenix audience, an ad that highlights the restaurant’s twist on a traditional item, perhaps macaroni and cheese with white truffle oil, fontina cheese, and panko bread crumbs, may be highly successful.
Comfort foodies have college educations or advanced degrees too, but they also:
• Have children
• Make between $40,000 and $60,000 per year
• Enjoy the basics, such as macaroni and cheese, mashed potatoes, meatloaf, and spaghetti
• Cook for their families using common ingredients
Consumers will be served a heaping helping of shopping opportunities with their turkey this Thanksgiving, once a day reserved for family, food and football. More bricks-and-mortar stores than ever are expected to be open for business on Thanksgiving, and email-marketing firm Responsys said 80% of major retailers will send messages on the holiday this year, up from just 45% in 2009.
Need to have a creative twist to your next commercial printing job? Let MI Printing work with you on your next handout, flyer or brochure to make your message stand-out and be remembered. Give MI Printing a call at 623.582.1302.
MI Printing, LLC