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How would you market a grocery store chain

by abbot Banned
3 replies
I got a call today from the owner of a small grocery store chain. He basically wanted me to take a look at his website and give some advice on what I could do to improve.

After looking into things for a bit, I noticed that it wasn't necessarily the website that needed improvement (though I will recommend a re-design). But what really stood out to me was the lack of social media marketing immediately. They do have an email optin, and participate on facebook.

SEO is not needed due to the fact that all of their locations are in small towns. They are the only grocery store in the areas. I'm assuming their customers are frequent fliers and loyal to them.

I'm really kind of stumped here. I have never done any kind of marketing for a grocery chain. It seems to me that it's not about 'generating new customers' as much as 'engaging current customers'

I'm definitely going to recommend a SMM campaign, and a re-design of the website to reflect that campaign. I want to create more of a mini network for each location rather than try to draw in new customers.

These towns are so small that they are literally the only grocery store within 20 and sometimes 50+ miles. The average household income in these locations is roughly 35k.

I'm really at a loss for ideas here. I will interview the owner to find some problems that they are facing as well as the changes they would like to see in the future.

I just really don't think that the typical SEO, PPC, GPO is what they need. They have already established themselves as the local go-to. I think that by upgrading their SMM, and email marketing enabling them to engage their current customers will be best.

Anyone have experience with grocery stores? DMM crossed my mind as well. I will be sure to ask about this during the interview.

I'm going to be honest here, I'm really looking for advice from those that are seasoned. They are working with a pretty large budget, and I'm not going to recommend them a campaign that won't yield them a positive ROI.
#chain #grocery #market #store
  • Profile picture of the author thegreatfancy
    Banned
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    • Profile picture of the author abbot
      Banned
      Originally Posted by thegreatfancy View Post

      I think having membership cards that would give points everytime they shop would be a great marketing strategy.
      I like the idea. I will ask about this when I interview.
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  • Profile picture of the author CudaFish
    I haven't posted much on Warrior Forum, (Mostly in the WSO section anyways) but I've been at marketing for a decent chunk of time. I have a lot of offline clients that sometimes online marketing just doesn't cut it.

    Personally, if I were you, I would help them design and implement some sort of coupon system. For example, walk in the store, and get a nicely designed little brochure (printed on like newspaper quality print for money saving) to help them save in the store. They could take the coupon book home and use it until the coupons expire.

    You could take it a step further and use USPS (assuming it's US based) or another postal services in another country and do a mass targeted mailing for their store's locations and send out those coupon books to get them flocking to the store. I don't know how expensive it'd be exactly but check out USPS's mass mailing system. I can't post links but it's right on the USPS home page on the right under business solutions. Click "Try every door Direct Mail"

    You have to obtain a permit I believe for most cases unless you bring your own address list and it's smaller, but you can tack that on as a great service for this chain. Through up a great brochure design, put in all the social media outlets you are managing for them (facbebook, twitter, youtube, etc) and get rollin'. You could even offer in the magazine to give them even MORE special offers via email if they sign up. Boom, more email subscribers you can push content out to.

    Just food for thought? Lemme know what you think. Hope this helps, brother.

    - Mark
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    cudafish.com | marketing | design | work / life balance
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  • Profile picture of the author iamrichard
    give something away, like a opt in to have a chance to win a $100-worth gift card. In exchange, you will have their phone numbers and permission to text message them about the upcoming discount.
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