When I work with retailers on social media content strategy, I always remind them to “tell their story.” But what does that mean? It means posting about more than just product and price. Yes, a good sale can get people to come to your store for a specific item one time. But what keeps them coming back to you? What creates a loyal customer?
One of the best ways to attract and retain loyal customers is to share your story with them online. Some of the vendors we work with at AWG are doing this very well when it comes to their digital promotions.
For example, Red Gold is sponsoring a Crush Hunger campaign for the month of October. When a customer buys one can of Red Gold product, the company donates one meal to Feeding America. When you visit their Crush Hunger website, you will see that the company not only plans to donate to the organization but they are also educating their customers about those in need and how to help.
Another example is Idahoan Foods. Recently I was discussing digital marketing with one of their associates and he told me how important it is for consumers to understand their brand. He explained that they have higher than average repeat customers once a customer buys their product. However, they struggle with a public perception that their product is something like the instant potatoes that many people don’t remember very fondly from their childhood.
Currently, Idahoan is focusing on the fact that their products can be used to make a hearty meal that is also quick and easy. Their digital content reflects this with recipe videos and posts that show the quality of the product. They remind consumers that their potatoes are “made in minutes and taste as if you peeled, boiled and mashed them yourself.”
The company is also working with retailers to have their displays set up in the delis next to their prepared meals so that customers can pick up one of their products as part of a quick and easy meal. Some retailers are offering them as a package deal with rotisserie chickens. This is something that will benefit both Idahoan Foods and the retailer if shared online as an easy meal solution available at the store that includes a high quality product that’s easy to prepare. Part of sharing your story as a retailer is showing the conveniences offered at your store.
We also work with different organizations that usually have a much easier time telling a story because they aren’t necessarily focused on selling a particular product. Midwest Dairy Association regularly provides the AWG digital marketing team with content that tells the story of the dairy industry, dairy farmers and the benefits of eating dairy foods. Recently they provided us with content for National Farmer Day on October 12. Their focus was on dairy farmers and how beneficial they are to consumers. This campaign went beyond the idea of buying dairy products and explained the entire process of how the hard-working dairy farmers get the milk from their farm to your local grocery store.
While every retailer and retail vendor should focus on product and price from time to time, it’s also important to show your customers that you’re more than a company. You’re a group of people with a vision and purpose.