A Classic Example of How Grocery Advertising Works
A Classic Example of How Grocery Advertising Works I hate to admit this, but I'm a bit of a BBQ/Grilling snob. I love preparing great food outdoors using the latest methods and recipes. I recently purchased a new pellet smoker and have been on the lookout for something new to cook. Last week I received a couple of grocery circulars in the mail and both featured fresh wild-caught Alaskan salmon. Perfect. I have always wanted to prepare cedar plank salmon and using the new grill seemed like an ideal opportunity. The ads I saw were from Safeway and Fred Meyer. Fred Meyer's advertised price was $2/lb less [...]
Engage With Video-OTT/CTV And Programmatic Advertising
Engage with Video Your Customers Are Since its inception, video advertising has been the domain of traditional television. For decades we watched commercials during our favorite TV shows and while eating snacks during the Super Bowl. Advertisers loved the reach and inundated captive audiences with repetitive messaging ten times an hour. Then the internet happened and like everything else touched by the web, it changed video advertising FOREVER. We've all heard of "Cord Cutters." They're the millions of viewers who drop their cable TV subscriptions every year. But did you know we also have a new class of viewers called "Cord Nevers?" As the name implies, these people [...]
What We Can Learn from Big Grocers
If you Google "weekly grocer ads," you will see online links to ads from virtually all of your area's major grocers. Why? Why do grocers continue to encourage the concept of a weekly promotional shopping tool? The simple reason is, it's what they have always done, and they know its what consumers are used to seeing. The deeper reason is they know that American consumers are naturally hard-wired to look for a deal before making a purchase. For years, grocery stores have relied on marketing's holy trinity: Location, Quality, and Price. The basic premise being, if you can show shoppers that you have a great selection, you are easy and [...]
Your Most Profitable Customer Is Just Around the Corner
Your Most Profitable Customer Is Just Around the Corner When is the best time to have someone see your advertisement? When they are ready to buy, of course. The trick is to know when that is. Trigger-Based Marketing Trigger-Based Marketing is a term we use for reaching new customers when a significant life event occurs. One of the most impactful events in people's lives is when a family or an individual moves their residence. It also happens to be the best time to establish valuable relationships with those looking to buy products and services for their new homes. To capitalize on this profitable market segment, [...]
As the Pandemic Evolves, So Will Consumer Spending
As the Pandemic Evolves, So Will Consumer Spending As we write to you today, the pandemic is still with us, but we are beginning to get occasional glimpses of normal life peeking through. As the vaccines get rolled out to greater numbers, and we start to see fewer restrictions, you can expect a new surge in consumer spending to follow closely behind. Normally, that would be good news, but for most of the last 11 months, consumers have been relegated to buying mostly what they needed. This has been a windfall for many essential retailers in the grocer and general merchandise categories. With no access to restaurants, entertainment, or sporting events, [...]
Adding QR to Print Boosts Your Digital
Adding QR to Your Print Boosts Your Digital QR Codes are having a moment. And it's about time. "Quick Response" codes have been around for years. But early technology was clunky, required you to download a special app, and frankly, people really didn't understand how to use them, so their potential went unfulfilled. Enter COVID 19, and we now have the first killer app for QR codes. Keeping restaurant diners safe from germy menus. When local restaurants were first allowed to serve guests in Portland, we sat at a table with a QR code printed on a postcard. It said Scan Me to see our latest menu. It worked great. We [...]
One Plus One Equals Three?
One Plus One Equals Three? I know that title sounds like something from the new math, but it's really a formula for marketing success. It's not uncommon to have two different things that, when married together, add up to something better than each would on their own. Take, for example, peanut butter and jelly. Both very good on their own, but when you combine them, wow, they add up to something pretty amazing. Something much better than when eaten individually. Not surprisingly, advertising has a similar story. Let's take two effective advertising mediums: Print and Digital. Individually, both are effective ways to engage consumers. However, when you marry these two [...]
The Two Sides of Multi-Channel Marketing
Consumers consistently tell us they want more. More information, more selection, more special offers, and more ways to access your goods and services. Enter Multi-Channel Selling and Marketing... Multi-channel is a buzzword we hear a lot lately. Until recently, it was mostly used in a marketing context to describe a multi-touch approach to reach customers. But more and more, we are hearing it used in referring to selling channels. Let's take a few minutes to unpack how multi-channel can profit your business. If there is one positive outcome from the pandemic, it has accelerated how businesses expanded their selling channels. What do I mean by selling channels? A selling channel is [...]