Carsten Sandau

Masanda Peter

Carsten Sandau and Masanda Peter, two marketing experts working within the egg industry, shared their own experiences and revealed some of the secrets behind successful marketing campaigns.

Mr Sandau shared the findings of a comprehensive international egg segmentation study, and Ms Peter explained that by creating the prestigious Galliova food awards for South Africa’s food journalists, South Africa’s egg producers have created a relatively inexpensive route to incredible marketing opportunities.

Mr Sandau commissioned a study of the egg sector across five countries: the UK, France, Germany, Italy, and California and Pennsylvania in the USA. In each of these regions, 1,000 people were asked a series of questions relating to their egg buying behaviour. The study revealed in-depth data about different types of consumers and the issues that affect their buying behaviour. Carsten told the delegates that having access to such detailed information about the attitudes and opinions of your customers offers excellent opportunities for marketeers.

He went on to explain that the segmentation survey also revealed some very surprising statistics: a staggering 86 per cent of respondents said that they have purchased eggs as an impulse buy. He urged IEC delegates to look on this as a huge opportunity for the egg industry to influence shoppers once they have entered a store. Equally as astonishing, the survey also revealed that 60 per cent of people have left a store without purchasing eggs, despite entering with the intention to buy.

Mr Sandau concluded his presentation at the IEC conference telling delegates that by understanding the values that are important to their customers, their egg businesses can capitalise on the industry’s high growth potential, both in terms of volume and value within the market.

At the other end of the spectrum, Ms Peter shared her experiences of how to create a big impact on a small budget. 23 years ago the South African Poultry Association created the Galliova Awards. The Galliova Awards are presented to the very best South African food journalists in recognition of outstanding work: the quality of their writing; the presentation of their articles; the information made available to their readers. They are highly prestigious awards, with the winners gaining great acclaim within their industry. The awards are sponsored by South Africa’s egg producers, and the publicity they receive is worth 12 times the value of their investment.

Ms Peter told the IEC that the Galliova Awards have enabled egg producers and food journalists to forge strong working relationships and a mutual love of eggs. Pier Passerini, an egg producer in South Africa, told the IEC delegates that the Galliova Awards provide South Africa’s egg producers with access to the top level food writers in the country’s leading magazines.

Later in the conference, IEC delegates will discuss egg production issues, including cost, feed and the latest regulations, and how to produce more eggs in a more efficient and effective way.

IEC conferences are held twice a year; the next one is being held in Vienna, Austria, 30 March – 1 April 2014.