Category Archives: Smart Marketing Moves

Smart Marketing Move: Wegman’s

Supermarkets are in a very competitive environment. Overall, I think that Wegman’s is a great grocery store. They have their own less expensive brand, like a lot of stores have. But they have more.They have a cafe section where you can eat lunch and use their wi-fi. Some stores are catching on to that also. And like most grocery stores, they have a reward card program, but they did something a little different, and it caught my attention.

I just signed up for their reward program this past week since I now live near a Wegmans. It was a very easy process and when I was all set up, the customer service rep handed me my new reward card and a welcome packet. She explained that there were coupons in it, along with the magazine they publish. So, I’m going to save money right off the bat because I signed up for their rewards program but I also get coupons…..and then a magazine which normally costs $4.

I thought that a welcome packet was really nice introduction to their store. I started looking through the magazine and they just do it right, from a marketers perspective. It’s named “Menu” and it features a ton of recipes with their products and other products that they carry. From one pot meals to soups and salads, from easy to hard recipes.

Looking at it from a customer’s eyes, it is a great way to get ideas and encourage purchase of brands they carry that are featured in the recipes. From a marketer’s perspective, I see that this is a great way to increase customer loyalty. Additionally, there are advertisements in this magazine, which can generate revenue from non-competitive entities or is an effective way to utilize co-op ad funds to reduce or eliminate production costs, Smart, very smart.

So, as a small business what can you learn from this and how can you apply it to your business even if it is on a small scale?

1 – You don’t have to publish a full-fledged magazine, what about creating a tri-fold brochure or some form of handout that delivers information that educates or benefits the recipient in some way. In particular if it highlights a specific part of your business? This can be done for a service or a product based business.

2 – Try to think differently and outside of the box like Wegman’s did by creating a promotional vehicle, where people would want to advertise or align themselves with you and what you’ve created?

Need some help brainstorming? Smart Marketing Group and its advisors are available to help you long term or on a short term basis. The latter is available in a truly unique and effective  “marketing as needed” basis through their  “Advisory Time –Block” program (www.smartmarketinggroup.com/timeblocks.htm, or call 215-334-3432 for a no-obligation introduction on how we can help you today!

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Smart Marketing Move: Yonana

One of the perks of being a small business is that you can learn from larger businesses. From their failures to successes.

Yonana, a machine that turns frozen bananas into an ice cream substitute, made a very smart marketing move. They simply did a great cross promotion with a sticker. They stuck it on a banana I bought.

It’s a silly name, that would normally spark my curiosity, but I already knew what a Yonana was because of one of my friends. She loves this little machine. It helps her eat healthier while still having a tasty snack. She has talked it up and down. This little sticker reminded me of when I had some at her house. It was really good and I would definitely get one of these machines because of how good it was.

This little sticker on each bunch of bananas enforced what I had already heard about it. And if you didn’t know what it was, they had a website on the sticker so that you could check it out, if it peaked your curiosity.

How can you apply this to your business?

1 – Does your name reflect on what you are about? Company names (and taglines) can set you aside and raise you above the cluttered business landscape. (Checkout www.namesandtaglines.com)

2 – Try to think of interesting ways to cross promote, be it in your own store, website or other form of communication to your target audience. Do you have two products that go perfectly together like bananas and a Yonana.

3 – Is there a non-competing business that you can make a connection with that can add value to their business so that they can offer another service, aka your service? And of course vice versa.

Are you a business owner? Have you already successfully put this into practice in one form or another? Have you seen something you’d like to share. Perhaps even talk about it on our Internet radio show “Smart Marketing for Small Business”? We’d like to hear from you! Please comment below.

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Six Ideas to Gain and Retain Customers

Consider the following

  • Targeted direct mail is even more effective today considering the onslaught of e-mails facing them each day. Create a response you can measure such as a coupon or a “gift” as an incentive to take an action you desire.
  • Generate publicity about your business from special events that benefit a charity via specific purchases made in a certain time period. Continue reading

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5-Marketing Fundamentals … The Keys to Success

A Different Perspective
By Leslie R. Wolff – A Marketing Curmudgeon

In a recent article in the prestigious publication the Harvard Business Review the writer declared, “Marketing is Dead.” It grabbed a lot of attention especially on the business oriented social media such as LinkedIn.com. The onslaught of comments from around the world was interesting, but the opinion from those with the most experience in the marketing arena seemed to feel that HBR hurt their reputation as a publication to be taken seriously for having published this piece which had little merit to it.

“Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals.” – Jim Rohn

In a world driven with a fascination with Internet technology and its various applications there seems to be a misunderstanding as to what’s a delivery system and what is smart thinking. Continue reading

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What really is marketing?

Smart Marketing … for Small Business

By Leslie R. Wolff

I met a former business owner who never had time to
spend on marketing, now he does.

 Marketing is the process of acquiring customers and keeping them. That’s it, no great mystery, without customers a business does not survive. Without happy, satisfied customers a business does not grow.

Theodore Levitt of the Harvard Business School once wrote …. “Marketing is all the exhilarating big things and all the troublesome little things that must be done in every nook and cranny of the entire corporate organization in order to achieve the purpose of attracting and holding a customer.”

Then why are so many business owners so confused about marketing their products and/or services? Why do some in an industry succeed greatly and others barely exist or fail? It is not the lack of capital. It is the failure of understanding what the various elements of marketing are and how they work together. It is the failure to examine all the “troublesome little things” within their business that affect the effort to gain customers and retain them.

Marketing is not difficult. Marketing need not be expensive. Marketing produces a better bottom line. Marketing requires discipline. Good marketing requires an open-minded attitude and a willingness to think “outside the box”.

Smart business owners will always ask themselves questions, constantly challenging their own thinking. Questions that open their mind about how they operate and what they should be doing. We put clients through a questioning process known as a “Marketing Needs Analysis” to get a clear understanding of the marketing strengths and weaknesses of a company. Then they help a firm build on their strengths and strengthen their weaknesses. Here is a brief sampling of some questions from our “Marketing Needs Analysis” that every business owner should be asking.

 Effective management always means asking the right questions.” Robert Heller

Questions to ponder:

  • How easy or difficult are you to do business with?
  • Have you ever surveyed your customer base and asked them to rate your quality of service?

Continue reading

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On-Demand: 7/12/12 Radio Show – Small Businesses & Marketing

Listen to
internet radio with Smart Marketing for Small Business on Blog Talk Radio

Join us every Wednesday Night at 11pm EST for a live radio show that discusses small businesses and their marketing or any question pertaining to their business. Click Here to listen to On-Demand shows.

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Marketing – The Small Things Matter

©  2012 Leslie R. Wolff

Marketing is made up of many elements. Back in the 1960s Professor Theodore Levitt of the Harvard Business School, wrote a description in a book called “Marketing For Growth” that said….

Marketing is all the exhilarating big things and all the troublesome little things that must be done in every nook and cranny of the entire corporate organization in order to achieve the purpose of attracting and holding a customer”

Think of it this way…. anything within your operation that interacts with or influences the decision of a customer is an aspect of marketing that you need to pay attention to.

It is the neglect or oversight of the many troublesome little things that hurts every business from the one-person home based business to the more established firm, from part time to full time operations. Below are question drawn from workshops and teleconferences held in the past that you should find interesting and educational

Q. What is the main reason people buy or is it always price? Continue reading

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