One segment could be home cooks; those who like to source high-quality and organic meat and would like an easy way to source them. I think the ideal way to approach these customers is through influencer marketing on TikTok and Instagram, and Search Engine Optimisation (SEO). Home cooks, especially Millennials and Gen-Z, tend to follow other home cooks on social media, while older customers may rely on traditional forms of browsing to find something that suits their needs. Another segment could be stay-at home parents with larger families, who may not have the time and resources to source and procure large amounts meat to feed their families. ButcherBox may use traditional advertisements on television and billboards to appeal to those customers. Stay-at-home parents spend plenty of time on the road running errands, allowing for great exposure to the brand if advertised on external billboards, furthermore, these parents also often times watch television to unwind, so if advertised on TV it will further increase their exposure to the brand

It would depend on multiple factors. One example might the consumer's search behaviour; some consumers prefer visual information, and rely on images and other visual stimuli to form an opinion on the product, while other consumers might interact more with verbal and textual information. This information can be known through Google Ads, where you can see what consumers respond more to which kind of advertising.