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Winning the Battle of the Brands without the Bigger Budget

Everyone knows Cuties Clementines. Well, almost everyone. Cuties, as a brand, has an incredibly high 98% brand awareness. What does this mean? When people think sweet, easy to peel n’ eat clementines, they think Cuties. That’s a pretty good situation to be in as a brand. However, going into this season Cuties had an uphill battle to climb; their direct competition not only had a much larger marketing budget, they also had more product. What do you do in this situation? AMA-KC recently hosted an event with the Cuties marketing team to discuss how they built a marketing plan when they had the same value proposition but were out budgeted by the competition. The Cuties marketing team had a simple, but effective approach to their marketing efforts this season: Find passionate brand advocates – Whether creating a marketing plan for a single event or revisiting a full marketing strategy, knowing WHO should be reached is a key step. This identification should happen early in the process. Understanding the WHO allowed the Cuties team to craft a strategy to talk to…

eat right

Keeping up with the Nutrition Competition

What is your store doing to keep up with the competition in nutrition? Retailers across the nation are recognizing the vast opportunities in the growing nutrition market. In this day and age, if you want to keep up with competitors your store needs to do something to support health and wellness. According to FMI’s Retail Contributions to Health and Wellness: 54% of surveyed food retailers have established health and wellness programs for both customers and employees. 63% view health and wellness as a selling point. 70% view health and wellness as an opportunity for growth. 78% view in-store health and wellness programs as a responsibility to their communities. Here is a glimpse of what the competition is doing to grow business in the health and wellness arena: Whole Foods— They are the first national grocery chain committed to labeling all food products with GMO’s in their stores by 2018. Whole Foods already caries 25,000+ organic products and 8,500 Non-GMO-verified products. After introducing their first loyalty program in September 2014 and launching its first national marketing campaign, Whole Foods first-quarter sales went up 10.2%…

millenial shopper in grocery store

Millennials’ Grocery Shopping Habits: The List, Low Prices, and Convenience

Millennials have extremely high buying power in the U.S. economy — close to $600 billion in annual spending. Independent grocers need to understand millennials’ shopping habits and use this knowledge to attract more millennials to their stores. In a recent NGA webinar “On the List & in the Cart: The truth behind millennials and how they grocery shop,” two presenters from Santy explained where, when, and how millennials grocery shop. Santy used data from a self-administered survey of 550 respondents, conducted in November of 2014. This is what they found. How they shop: The List Millennials are big on making lists before grocery shopping. 48% always make a list, 50% occasionally do, and only 2% never make a list. Over half of millennials make their grocery list only an hour before shopping, but nonetheless, they do plan ahead. 49% buy ALL of the items on the list and 49% buy MOST of the items on the list. Thus, if a brand want to ensure that millennials will buy their products, they have to become “list-worthy.” For example, “Lays potato chips” rather…

Graphic of Web Traffic painted on road that turns into an arrow pointing up in the horizon.

Customers won’t go if they don’t know about it.

Do you have a website? If so, how many of your customers know your domain name? You have lots of opportunities to let your customers know about your website, some not as typical as you would think. Many stores will put a websites domain name on a weekly ad then expect the customers curiosity to make them go look. Customers EXPECT stores to have websites; the question is why should they look? Do you post your ads on Tuesday afternoon even though the prices take effect on Wednesday? Let your customers know they can get a sneak peak of your ad before your competition, ON YOUR AD. Does your website have coupons, recipes, shopping lists or cooking tutorials? Tell them ON YOUR AD. Maybe even add a graphic of a computer screen with your domain name on the screen to get some visual attention. Ask us to make a QR code for your ad. If anything customers will ask “what’s that?” Examples: You say you don’t have an ad or share one with an ad group? We have ways to…

Your Store's Brand graphic.

Your Store’s Branding

Birds do it. Bee’s do it. But what the heck does marketing have to do with it? Insects, birds, wind and even water are all vehicles for pollen, and they make cross-pollination possible. In nature, cross-pollination can produce stronger and more vigorous plants than those produced by self-pollinated plants. For example: butterflies need pollen for food and plants need butterflies to spread pollen, so each species has developed traits to aid in these goals. Plants that attract butterflies have developed very bright colors while butterflies have developed a strong sense of sight to see the colors. Without cross-pollination, this symbiotic relationship couldn’t be possible. Now think of your marketing strategy. What vehicles are you using to spread you marketing message to your customers? Website? Weekly print ads? Bag stuffers, text messages, email, Facebook or Twitter? When you try a new vehicle do you put it to the test with help from other vehicles or do you have a “sink or swim” philosophy? Our department has witnessed many times a key to a successful campaign is one that uses a cross-channel strategy to…