Tag Archives: smart marketing move

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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Everyone Collects Something, Some Like Matchboxes – Smart Marketing Move

This week’s Smart Marketing Move goes to A Little Taste of Cuba.

It’s a smoke shop, mainly featuring fine cigars plus other tobacco products. Normally, I wouldn’t go to one, but a friend needed just a pack of cigarettes, so we went in.

I wasn’t expecting anything fantastic out of a smoke shop, because it’s a smoke shop. But this one lived up to its name because they created an experience when you walk in, through Cuban art, music and furnishings that transported you from New Hope, PA to some nook in Cuba. Although that’s not the reason why they’re getting a smart move.

We were in this store just for a moment while my friend bought what he needed. With his purchase, even though it was under $10, they gave him a pack of matches. But it wasn’t just “Here’s a pack of matches”, it was wooden matches in a box that had A Little Taste of Cuba’s logo on it and on the back were their two locations.

With all of the options of where to get a pack of cigarettes, they’re doing it right. You can’t expect a customer to walk in the first time and want to come back immediately, or even remember where they were. Since New Hope is a weekend destination spot, it’s smart that they are reminding customers with a nice box of matches. I know that I like to keep matchboxes as reminders of place I’ve been, and this is just another way that the shop did a great job of staying relevant.

So far, my friend still has these matches, and what does that mean? Every time he looks at them, he is reminded of when he stopped in and the next time he is in town, he’ll remember that there’s a smoke shop that he can stop at rather than a convenience store.

Lesson Learned: There are subtle ways to be in your customer’s face like a box of matches with a purchase or even something as simple as a business card in their bag. The hardest thing is to find new customers, so if someone makes a purchase or uses a service you offer, make sure they remember you and come back for more!

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Coupons Combined With Considerate Customer Services Adds Customers – Smart Marketing Move

This week’s Smart Marketing Move goes to Wild Garden Accents!

A friend and I were driving past a garden center; it looked more like decorations and we weren’t in a rush, so we stopped. This place was packed with goodies to make a garden unique to you. Wild Garden Accents had many employees that greeted us and asked if we needed help. The customer service was spot on, but that’s not the main reason they are getting this Smart Marketing Move.

 

We made our way around the entire store, the display outside is where we found something we were considering. We came inside and were approached by yet another employee. She asked if we received the 20% off coupon. We hadn’t; so she gave us one to use only for that day. That sealed the deal. We got the item, which wasn’t a high ticket purchase, but we might not have bought it otherwise.

 

Lesson Learned: This was very smart of the employee, I’m sure she saw us taking our time looking around. Maybe we had a specific person in mind for a gift, or something for ourselves. Either way, we might not have made a purchase without that the extra nudge. This sale was already happening, so why not make sure that all of your customers receive a little perk?

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Marketing Through a Different Venue Brings More People to Your Business – Smart Marketing Move

This week’s Smart Marketing Move goes to TWO companies.

 

Disney Cruises & Maytag for their sponsorship of “Who wants to be a Millionaire?”

 

 

Each company, I’m sure for a hefty fee, sponsored this popular game show on separate occasions. It’s highly watched, it’s on in luncheonettes around the US, and because it is a quiz show, as an advertiser you are going to hit a diverse audience.

 

Just like if you were going to win money on a normal Millionaire show, you had to answer one of the questions right to win a Disney Cruise or a Maytag washer and dryer. This got the audience excited and encouraged more interaction.

This was a smart move for both companies because:

  1. It created brand awareness. You know Disney, but maybe you forgot about their cruises.
  2. As part of the audience, you were rooting for the contestant more for the “extra” prize and a bigger pay-out than normal.
  3. The contestant that won is going to be an advocate and spread you name brand around via Word of Mouth Marketing.
  4. Gives face-time needed to solidify your company into the short-list.
  5. Positions your company as a market leader.

 

Lesson Learned: Ok, so you’re not Disney or Maytag and you don’t have their budget. It doesn’t matter, think about the possibilities you have in your “back yard.” Here in Philadelphia, we have many community events that we can sponsor from an annual art walk to college basketball games, or even a half time shoot out at a youth game – parents are bound to be there! Don’t just think about social media….think out think your competition, don’t outspend them!

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Personalized Attention Makes for Happy Consumers – Smart Marketing Move

This week’s Smart Marketing Move goes to PetSmart.

PetSmart is huge and overwhelming if you’re looking for one specific item, as I was this one day. I was looking for a urinary tract infection paste product for my cat. I have never bought it before so I must have been looking really confused in the maintenance section.

There were two employees on the next aisle over that could see me. The one that was stocking the shelves closest to me simply asked, “Do you need any help?” This was one of the few times that I actually did when someone asked me.

She came over and helped me find what I needed with my vague description and then she said, “Hang on a second, I think we have something over here too.” They were changing out brands they were using for all of the over-the-counter medication and she brought over the same exact thing for $3 instead of $9.

I was shocked. First off, this is a big chain and I don’t expect good customer service. Second, she went way above and beyond, saving me $6. It adds up! I wish I got her name, she deserves praise because I’m sure that I’m not the only person that she helps that much.

Lesson Learned: Going above and beyond is not just a personality trait, it can be taught. A little bit of kindness can go a long way and bring customers back to your store. Make sure you say hello to customers, treat everyone the same, and if someone is looking confused like I was they definitely need help…so help them. You’ll have a happy customer and they’ll tell others. Word of Mouth Marketing – use it to your advantage.

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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between

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What Philadelphia Can Teach Us About Building Loyalty and Pride – Smart Marketing Move

This week’s Smart Marketing Move goes to The City of Philadelphia.

There’s a lot of things you hear when you bring up Philadelphia but this one is good. They have a tourism campaign of “Love Letters” with billboards throughout the city, as well as a print and commercial campaigns and I think they’re pretty good!

This is a perfect example of how they use “Love.”

These ads span from museum exhibits to baseball/hockey fans to restaurants. The TV commercials show how they’re personifying Philadelphia and making it a real love letter from Philly. The great thing about this campaign is that they’re using what people are already familiar with: the Philadelphia motto “the City of Brotherly Love” and our famous LOVE sculpture that brings tourists to snap a photo.

They are very smart about incorporating sports because it gets people talking. Like the one to the “World Champions” after Philadelphia won the World Series in baseball, it is actually simultaneously saying congrats to the Phillies while building a stronger loyalty to those fans. Smart! They’re also using on stairs at the train station as well as flags hanging from the street lights.

Lesson Learned: Use what you have but look at it slightly different and use it in a way that will surprise your customers. Example: you have a small business in a small town, play that characteristic up! Tell your customers to shop with you, or use your service because they’ll get special attention that the “big boys” can’t give. You’re their “neighbor”, building trust on something you already have is a great way to improve business and Taglines as well as a campaign like Philadelphia did can help! Don’t forget to use it in all of your branding.

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Moving Marketing Can be the Best Marketing – Smart Marketing Move

This week’s Smart Marketing Move goes to Forss Painting.

I’ve talked about branding with colors before, but on a large scale with the Breast Cancer Awareness Company. So how can a small company “claim” a color? Forss Painting has done it in a very smart way.

A few years ago, on my commute to work, I would always see the same painting van…or so I thought. One day I saw two of those painting vans parked while they were getting breakfast, and then I realized Forss Painting made all of their painting vans -sky blue. They didn’t keep it the plain white like most work vans, they bumped it up a notch and now I see their vans everywhere.

What are the benefits? It’s better than an ad. It’s a constant branding and when I’m ready to hire a painter, who am I going to think of first? Forss Painting. Honestly, I don’t know any other painting company in that area. Why would I call anyone else?

Lesson Learned: Colors are memorable, stimulate all the senses and makes a positive image impact to your customers or potential customers. How can you stand out with a color? Don’t just make your business cards and website a specific color, think of a way that you can really get people’s attention with your store front, with your car, or even your packaging. Branding is a passive way of advertising, but it works. Plain and simple.

________________________________________________________________________________

“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

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