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Stop trying to be something for everyone

It seemed unlikely that someone presenting about a ski resort at an email conference would relate to the grocery business. The 2019 And Then Some Conference hosted by emfluence had speakers from a variety of fields. One of the keynote speakers was David Amirault. He spoke about turning around the marketing program at the Snowbird ski resort. Amirault talked about putting marketing resources where they would be most effective in the 21st century. You may remember the “one-star” campaign pictured above. Snowbird is known for it’s difficulty. There are very few runs for beginners. The hotel accommodations are not as opulent as other resorts. Snowbird is for serious skiers. None of this stopped people from leaving scores of one star Yelp reviews about how hard the skiing was. This is when Amirault’s team had a break-though. They decided they would “stop trying to be something for everybody.” They knew what Snowbird was and who it was for. Stunning images of death-defying skiing paired with real reviews quickly went viral. Our members need to decide what their store is and what…

AWG Brands Promotional Content for September

Happy National Family Meals Month. This month focuses on meals to eat as a family across our  AWG Brands. 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 Video of the Month September’s Video of the Month is called Sheet Pan Chicken Fajitas. This video features our new product, Chicken Fajita Meat. Other products featured are Best Choice refried beans, fajita seasoning, flour tortilla and aluminum foil. You can share this short video from the Best Choice website, YouTube, or using the native files found here. Best Choice Recipe of the Month September’s Recipe of the Month from the Best Choice Calendar is Pull Apart Pizza Boats.  This recipe showcases the following Best Choice products: whole wheat flour, dried oregano, Italian seasoning, shredded mozzarella cheese, butter, olive oil, salt, sugar and active dry yeast. The recipe can be shared from…

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Trending Now: August

As summer draws to a close, it’s time for back-to-school. Back-to-school content spans numerous categories. Stores should obviously carry a selection of school supplies. Also think about school lunch staples, and anything that can be easily prepared for lunches. More than ever parents are wanting to make sure their kids have healthy options, so make sure to make those easy to find. Back-to-school doesn’t stop at lunch, however. Smart retailers will feature quick and easy breakfast options as well. The arrival of school means extracurricular activities. Families are starting to have to rush dinner again. Make things easy for them, by providing prepared foods, or meal kits. Anything that will make getting dinner on the table easier will be welcomed this time of year. The end of August means Labor Day Weekend. Obviously, you need to be promoting grilling favorites. Don’t forget about charcoal or propane either. If you have a propane program this would be a great time to get the word out. You can’t have hot dogs and hamburgers without buns and condiments. Make things easy on shoppers…

Rewarding Your Social Following

With so much negativity on social media, seeing a positive comment is a breath of fresh air. Though social media is becoming a place for consumers to vocalize their complaints it is also an outlet to share their enjoyment and appreciation for your store. You can reward those consumers socially. Here are five ways to reward your consumers socially. Exclusive Deals This is probably the most obvious way to reward your online shoppers. You can feature an exclusive sale on social media to your online consumers. Try offering an exclusive coupon link and make it printable on your website.  The ultimate goal is to have your social consumers become repeat customers in your store. Contests Contests help with engagement and growing following. AWG Brands’ social platform frequently offers product giveaways to feature products and encourage engagement. Offering free stuff is a great way to grab the attention of an online consumer. But a better approach is to generate user content. Sure, you can offer a free product giveaway, but pose a question about your store to enhance content. For example,…

Building Profitable Sales in Online Shopping

Unlike a baseball diamond in the middle of an Iowa cornfield, if you build an online shopping marketplace, customers might not simply come to play. When a store first launches online shopping, a few customers will be ready to jump on board right away. Everyone else, however, will need some coaxing as they’re asked to change long-held shopping habits. The general rule is to get a customer to make three online grocery purchases to make them a regular online shopper. Beyond general marketing of the program, how else can you encourage online purchases? ONLINE & FACEBOOK ADVERTISINGFind online shoppers where they’re hanging out: the internet. Through online targeted advertising, retailers can advertise to a specific demographic on specific websites such as Better Homes & Gardens or Men’s Health. Highlight special online-only sale or even a certain item. The same can be done on Facebook. While a store’s general posts may be seen by its Facebook followers, you can pay to have your post shown to the people you want to see it, adjusted by age, gender, location and interests. Include…

Trends: A Look at Today’s Grocery Shopper Webinar Recap

State of the Grocery Market: 86% of all adults now say they have at least some of the responsibility for household grocery shopping. This is an important change because it is bringing in more consumers to the grocery retail world. In the past grocery shopping was fulfilled by one person, now that is only the case in 25% of US households. So, 75% of US households split the grocery shopping responsibility in some way making it a team sport. Sharing the shopping responsibility didn’t affect the number of trips like you would think. That number is around 1.6 trips per week and has remained fairly constant over the past 5 years. However, these lifestyle changes have made the biggest impact on trip frequency. Increases Trips: Reduced planning for meals Urbanization (People live, work, play, eat and shop all in the same neighborhood) Desire for freshness Decreases Trips: Sharing the shopping responsibilities Migration to online Increased reliance on food services The average weekly spend for a household is $113.50 which aligns with inflation. Of the shoppers that were surveyed only 13%…

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Lots of Dads use Pinterest

I know! Right? Since about 2012 I have loved Pinterest. I like the layout, the search bar, I especially like how each image has a different background color while it’s loading. But this is all typical since I am female AND a designer who loves color. While minding my own business at WordCamp 2019, I couldn’t believe my ears when I heard about how Dad’s use Pinterest Now! Later on, what goes through my mind is – “this makes sense, after all, today there are lots more Dad’s who are responsible for getting their kids ready for the day.” Dads on Pinterest make high salaries. 82% find new products on Pinterest, and 45% make over $100,000 per year while raising kids. Dads on Pinterest truly want to know… they search 50% more than the average user. “Home” is the biggest category for Dads on Pinterest. They are looking for indoor and outdoor projects that are fun for the family. Some popular food related search terms Dads use on Pinterest are: Kitchen Appliances, Bar Ideas, fire pits, Outdoor kitchens and Patios.…

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Social Media Campaigns

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…

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…