Marketing Family Business
Brands
(but specifically with craft butchers in mind)
Levy McCallum;
Who Are They?
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Founded 1980
Glasgow, Edinburgh and Belfast
25 staff
Members of IPA & TAAN
A family business
Levy McCallum;
Who Are They?
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Dad
Me
Sister
Cousin (first employee)
Wife
Levy McCallum;
Who Are They?
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Tunnocks
Glen Catrine
Aulds
Stephen Homes
Clyde Marine
DC Thomson
Laings the Jewellers
Macrae and Dick
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Farmfoods
Wisemans
Strathmore Hotels
McConechy’s
Osdin
Pavilion Theatre
AT Mays
McClelland Cheese
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.
Defining Your Brand
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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)
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
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
Defining Your Brand
The Pitfalls
• Being a family business isn’t
enough
• Name on the door isn’t enough
• Being local isn’t enough
Defining Your Brand
The Benefits
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Passion
Commitment
Integrity
Customer Care
Quality
Figurehead
Marketing Your Brand
What must the marketing say?
• Your ‘USP’…
• …and why the consumer should
believe it.
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
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
Marketing Your Brand
Marketing Your Brand
• Social media is perfect for family
brands
• Facebook Worldwide – 175 Million
• UK – 16,021,000 (nearly 27% of
UK pop)
• Facebook alone has grown in the
UK by over 2.5 million people in
the last 12 months
18+
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
Personal Anecdote
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Within 2 miles of my home are;
1 Asda
2 Sommerfields
1 Co-op
2 Morrisons
2 Sainsburys
2M&S
1 Waitrose
Countless Tesco Metros and planning has
been granted for a Tesco monster store
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?
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!!
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
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
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
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.
THANK YOU