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How to be Creative in an Uncreative Industry

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People argue that it’s difficult to be original when creating online marketing campaigns if you’re always required to tell the same old message. For grocery chains, that message is usually fair prices, selection, and convenience. However, the marketers behind these brands are frequently and regulary able to create online marketing initiatives that promote these in an innovative way.

Exposure to advertising for grocery stores is not limited to in-store flyers and newspaper ads anymore. Advertising efforts have been shifted to the Internet, where sites have become rich content portals and grocery chains have plenty more to offer than pricing specials. All this comes with good reason; an August study from comScore, Inc. and dunnhumbyUSA — a consulting company specializing in retail sales — found that Internet marketing is as effective at increasing retail sales as is television. According to the survey, Internet marketing increases retail sales by 9%, which is compared to an average increase of 8% for television advertising. This makes an online marketing service a worthwhile investment for grocery stores.

A consumer’s online interaction with a grocery brand now plays out in a mixture of brand and local store websites, e-mail database marketing, mobile marketing, and banner ad campaigns. Grocery chains such as Albertsons, Wegmans, and Safeway have already successfully shifted to the online arena. Albertonshas robust e-newsletters and online recipes; Wegmans has a section on their website with videos that offer meal and lifestyle ideas; Safeway has a blog where shoppers can read tips for fall cleaning, eating nuts as a healthy snack, and accessing the latest supermarket coupons through Facebook.

Safeway owned chains Tom Thumb and Randall’s, along with Remke Markets and Kroger, all expanded their mobile marketing communications in 2009. Banner ads are also a popular choice for promoting stores’ weekly circulars, with many regional chains advertising their local sales on food-oriented sites like Cooks.com and Cooking.com. These banners are simple with a strong call-to-action and a link that allows shoppers to view specials by location.

Grocery stores are proving that there are ways to go beyond the usual advertising messages inherent to the grocery retail industry. For example, Whole Foods emphasized its wide selection of organic products by shirking a more traditional prize and giving its millionth follower on Twitter a million grains of quinoa.

These grocery giants are demonstrating that the tired and old advertising messages you’re obligated to deliver — whether it’s low prices or some other characteristic of your product — don’t necessarily have to hold you back. Their narrow margins may be the incentive you need to expand your marketing campaign and produce online marketing initiatives as creative as those from the grocery aisle.

One Comment

jonny

October 27, 2009

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Great post.Thanks for sharing useful info. coupons
are great way to save money online. Check out coupons from all stores at deals365.us before you shop online.

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