written by Sarah Roberts | December 1st, 2012
Do you use Coconut Milk in your morning smoothie? As a dairy substitute? Make ice cream with it? You’re not alone, as we recently discovered with a post on our Facebook page.
One of our category managers here at Thrifty Foods came to me a few weeks ago wondering if we could ask a question to our audience to help solve a bit of a mystery. We had recently put Coconut Milk on sale in the weekly flyer, and we sold so much of it, we were wondering what our customers were using it for. Surely they couldn’t all be using it to make curry dishes – what was going on?!
It’s so easy to get caught up in responding to posts and listening for brand mentions that you can almost forget another great use for social media – finding out what your customers are thinking. This was easy (and let’s not forget: inexpensive) market research to find out what buyers of Coconut Milk used it for.
Where will we use this information? It’s a great resource to know when we should put this item on sale, which marketing pieces we can feature the product in, and we can also use it in more of our recipes that we publish now that we know how popular it has become.
We asked this question with an image on our Facebook page – as you may know Facebook is slowly killing off the questions feature. Personal profiles no longer have them, and although the feature is still available for pages, it will probably go away too as Facebook spends more time on search and mobile. Questions have never generated much response for us, which is why we used a photo with text.
So – go ahead – ASK your audience what they’re thinking. You will get valuable information, and your audience wins too. As you learn more about them (beyond their demographics that you already know) you can give them tailored sales and service.