If you’ve read my previous blog posts, you’ve probably noticed that I mention the term social media campaigns a lot. But what exactly does that mean? The word campaign might bring to mind images of Don Draper in “Mad Men” but you don’t need a New York ad agency to run a successful social media campaign. A campaign on social media can be as big or as small as you want it to be but it has the potential to make a big effect on your customers and your sales. An example of a small social media campaign is a recent meat sale campaign done by Murfin’s Market, an AWG member with four locations in southern Missouri. The store was having a one day meat sale at all four locations on the Friday before Father’s Day weekend. I helped them create a boosted post with a link to their ad on the website so customers could see all of the items available in the one day sale. Murfin’s spent $50 on that post and it ran the Thursday before and…
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Ignite – An ecommerce Conference Recap
As brands and retail organizations continue to evolve how they think about ecommerce, the sharing of ideas on how to address this evolution is more relevant than ever. At a recent conference, Ignite – The ecommerce Leadership Conference, industry leaders from across retail joined to learn ways to think differently and continue to challenge the way business has always been done. Informative, collaborative, and thought-provoking, this day-long conference powered by Syndigo left me with a few key takeaways. Discomfort Drives Innovation Sterling Hawkins of the Center for Advancing Retail Technology kicked off the morning with a keynote expanding on the opportunity that comes with innovation and the mindset needed to embrace it. He challenged those in attendance to embrace the discomfort that comes with the unknown rather than avoiding what could be seen as dangerous if undertaken without success. I found particularly interesting how our body responds to embracing stress and discomfort. Hawkins said when we are under stress and embrace it, our brain makes new connections, allowing us to get through the discomfort. This opportunity for exponential growth that…
Marketing to a health-conscious shopper
You’ve probably thought to yourself, this health kick is just a phase, like fat-free everything or fondue. But this new way of eating is a lifestyle change. One that will ideally help people stay healthy longer, enjoy their lives and be overall happier people. Whether people are eating vegan, keto, gluten-free, paleo or a Mediterranean diet, health-conscious diets are very popular. And it’s not just a Millennial, craving plant-based burgers and avocado toast, this health-conscious wave spreads across generations. It’s important to understand the needs and wants of this specific audience. So, what exactly does this audience want? According to a recent article, the Baby Boomers desires products rich in fiber, heart-healthy ingredients, vitamins, omega-3 and whole grains to aid with aging. While Millennials are seeking similar ingredients such as fiber, calcium, and vitamins but also enjoy healthier snacks. In general, there is a central focus on the quality of life and correlating food’s impact on overall health. Here are a few tips to best market to this growing population. It’s more than just fresh produces As a vegetarian friend…
WordCamp recap – ADA
Although the Americans with Disabilities Act (ADA) passed in the year 1990, some companies have been slow to get on board with its requirements. The act is a federal legislation that prohibits discrimination against people with disabilities. The act applies to not only brick and mortar stores but also the online arena. In the beginning, ADA was enforced for public-facing websites and government websites. There are 3 levels of requirements and each state followed their specified level. I don’t know the reason it has taken so long for companies to get onboard with ADA. I think a lot of them didn’t even know it existed. It wasn’t until Winn Dixie was sued for having a website that did not meet ADA compliancy, that grocery stores started to research what they needed to do to meet compliance. At WordCamp this year, I attended a couple sessions that addressed ADA. In the presentation, “ADA Accessibility: A Necessary Part of Your WordPress Site”, Lora Williams explains why we should make a website accessible. Companies and people are facing lawsuits if their site is…
AWG Brands Promotional Content for August
This month’s content is all about Back to School. Below is the digital content for your website, social media platforms, emails and more to promote AWG Private Brands. Please note the AWG Brands Digital Playbook for Retailers has moved from Google Drive to box.com. This change will help make the Playbook more accessible than Google Drive. Best Choice Recipe of the Month The August Recipe of the Month from the Best Choice Calendar is Peanut Butter Surprise Cookie. The recipe can be shared from the Best Choice website or the from the Best Choice social media sites, like Facebook, Twitter, Instagram or Pinterest. The native files can be found here. Best Choice Video of the Month The August Video of the Month is called Back to School Sandwiches. This video showcases three sandwiches to share digitally. It includes a Taco Sandwich, Sushi Sandwich, and Celebration Sandwich. Ingredients in Best Choice whole wheat bread, mayonnaise, yellow mustard, deli thin sliced meat, peanut butter, and strawberry jam. You can share this short video from the Best Choice website, YouTube, or using the native files found here. Dietitian…
Gift Cards – An Overlooked Revenue Stream
While offering gift cards in store is a convenience for customers, savvy retailers are also viewing them as a revenue center. Third party gift cards are actually one of the highest profit centers per square foot on the sales floor. Statistics show that the average person spends over $300 per year on gift cards; this is largely due to the fact that gift cards are the most requested gift for the last 12 years straight. This industry has boomed to over $160 billion in annual sales. In order to drive gift card sales, the first tactic is to look at the display itself. Is it worn out and ready for a refresh? Is it fully stocked with up to date cards? While assessing the fixture, one should also consider the size and placement of the display. It’s an important sales tactic to present the gift card category to the customer with as large of a display as your space can accommodate in a prominent well-trafficked area at or near the front of the store. This allows for maximum shopping content…
Grocer Pod – Episode 17
Grocer Pod is back at the VMC Show this month. First, Stan McClintock from FMS shares the results of their Independent Grocer Survey (1:55). Next, Chess Ag’s Dr. Shaye Lewis talked CBD (12:22). Then we had our second doctor, Dr. Aruna Weerasooriya from Texas AM Prairie View who shared his research on Food as Medicine (26:03). We learned about Scan Based Trading with Karen Sickle from Park City Group. If you want to learn more contact David Dunn. Finally, we were joined by Kelsey Bright from SPINS. Kelsey shared how members can monetize all the data they collect.
Go with the Digital Flow
How many channels are you currently utilizing to market your stores? Digital marketing changes and grows quicker than your front lawn that one time you decided not to mow before it rained. How does a person keep themselves relevant with all of the frenzied evolution in the market they occupy? Omnichannel marketing. That’s right. Omnichannel. This isn’t a supervillain with a bone to pick with Spiderman, nor is it the newest rival to that TV shopping network everyone’s grandmother loves. Omnichannel marketing is simple in that it refers to creating marketing touchpoints that work together on every available channel. You don’t necessarily have to be on the leading edge of the digital marketing spear, but making sure everything you do is being done well and meshes nicely is crucial to getting a foothold in your niche. Here are some examples of the different channels we offer that blend together better than a DQ Blizzard: Podcasts and Live Video Facebook and Instagram SMS and Email Fried Chicken and Mashed Potatoes (Just wanted to make sure you’re still paying attention) Social media…
Evergreen Content is Key
There’s a lot going on in a grocery store. There are thousands of products to advertise, both new and old, specialty and every-day. There are service offerings like fresh butchers, floral arrangers, and gift cards. There are programs like online shopping or email newsletters. All of these components compete for both consumer and retailer attention. As a retailer, it sometimes gets old to talk about the same things over and over again. But, while all of these features of stores are standard for those working in the store, it’s important to remind consumers of the products, services, and programs that help define the value the store provides to them. Define Value If you ask independent grocery retailers what value they provide to consumers, the answers align around the same core features: product variety, customer service, and right price. Others that play a factor are convenience and community involvement. No one wants to slack on any of those. Yet, if everyone in the market is using all of them as their value proposition to consumers, its good to help define what…
A podcast for your store? A podcast for your store.
In the US 90 million people spend 6 hours and 37 minutes each week listening to podcasts. Almost 40 percent of people between 25 and 54 listen to one podcast a month. That’s a lot of people. In a Word Camp KC 2019 presentation, Brent Bowen of Sparkade gave a presentation about how a podcast can fit into a brand’s marketing plan. Podcasting is easy and cost effective. More importantly, podcasts are another way to to build brand personality and engage with customers. It’s no secret that people buy from people they trust and like. The intimate nature of listening combined with the ease of consumption make podcasts an ideal part of a brand’s marketing mix. Blogs and videos can only be viewed in a few settings. Customers can listen to podcasts any time. This is what is driving their growth in popularity. Audiences develop a closeness with podcasts that they don’t with other mediums. Hearing the host talk directly to them builds trust. That trust is what leads 65 percent of listeners to buy a product they hear about…