In Marketing, one size does not fit all

Dairy Foods, Jan, 2002 by Peggy Biltz

Consumers, young and old, are dramatically changing the way they receive information and make decisions. Because methods of communication traditionally used by the dairy industry no longer reach all targeted audiences, we must find new ways to motivate consumers to include dairy in their diets.

New research shows that implementing mass customization -- educational programs tailored to individuals based on their own needs, goals and motivational levels - are significantly more effective than the traditional "one size fits all" approach. This research is supporting a shift toward technologybased learning, which allows for a more individualized one-to-one approach.

In this changing environment, one customer who has a long-term relationship with an organization is more valuable than many customers that do not. This customer is more likely to trust an educational message, and increase his or her consumption.

The Dairy Council of California (DC C) has been diligent on research and development to merge our paper-and-pencil nutrition education programs with technology-based learning strategies.

We're developing new decision-making tools for adults and children that will allow us to establish relationships and encourage healthy food choices.

DCC's broadest Web-based tool, its Website (www.dairycouncilofca.org), has been reengineered to provide a one-to-one approach with its opinionleader customers. In October 2000, we incorporated voluntary registration to allow us to better profile visitors, provide more personalized services, and make it easier to order educational materials.

Nearly 5,000 opinion-leader customers in the education and health care profession have registered on the site. With schools continuing to move toward technology-based education, we intended to be the first to deliver our nutrition education programs via classroom computers. To compliment our traditional paper-and-pencil learning tools, we produced "Creation Station," which takes DC C's print-based "Now We're Cooking!" curriculum and blends it with multi-media education activities.

"Creation Station" is an integrated elementary school cooking curriculum distributed on CD-ROM. The program targets kindergarten through fifth grade and features a virtual kitchen, and virtual tours of a dairy and a processing plant.

We also launched the Virtual Teachers' Lounge (www.virtualteacherslounge.org), a learning and support network by educators for educators.

Our newest edition is a consumer Web site focusing on meal planning for the individual. "Meals Matter" (www.mealsmatter.org) targets women or family caretakers responsible for family food choices.

While mass marketing is still the mainstay of industry marketing efforts, it is on the wane. The way people receive information is becoming too fragmented for a "one size fits all" approach. The Dairy Council of California is responding to this trend and is shifting its education strategies to focus on one customer at a time.