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Stores Still Need In-Store Signage

In-store signage has been shown to sell more product and increase profits. Advertised items are sold at full-retail and result in an average lift of 30.8%. This proves that shelf-signage still has real stopping power with customers. Shoppers are looking for in store experiences and products that utilize shelf signage are engaging with the shoppers at the most crucial time. Surprisingly some studies have shown that anywhere from 50.8 to 67.7% of purchases are impulse. So, one of the best ways to trigger these purchases is to catch the consumers eye with shelf signage. In the complex store environment, brands must navigate shoppers down the aisle, into the category and to the shelf where they can close the sale. At 10 feet you need to attract the shopper, 5 feet engages and at 2 feet you need to sell the product. This is the sometimes referred to as the 10 – 5 – 2 rule. This strategies success can be attributed to 76% of all purchasing decisions being made in-store at the shelf. It’s not that shoppers don’t know what…

Inblog

How to Add Additional Links to Your Instagram

Do you get frustrated having to change the link in your Instagram bio all the time? The current Instagram platform doesn’t allow hyperlinked URLs in posts or in stories. However, you have the option to add a link to a paid post/story. On the feed, it shows up as a bar at the bottom of your image or video with a call to action like “Learn More” or “Shop Now.” On the story, it shows up at the bottom of the screen with an arrow to swipe up and the call to action below the arrow. You can also add a free “swipe up” option to stories if you have more than 10,000 followers or a verified account. Since most small businesses aren’t likely to have either of these things, and you don’t want to spend money on every single post/story, how do you make this a little easier for yourself? There are several tools available to help with this issue. Tools like Linktree, Linkin.bio, Shorby, Lnk.Bio, and Link in Profile offer the option to put a link in your…

KCDMA 70th Anniversary Luncheon - A Marketer's Guide to PPC Ad Extensions

KCDMA Recap: A Marketer’s Guide to PPC Ad Extensions

At this month’s KCDMA luncheon, Erik Dahlstrom from Emfluence presented a marketer’s guide to PPC (pay per click) ad extensions. Before we get into that, let’s talk about the basics of creating a Google Ad. Go to ads.google.com You must have a Google account for your business and be logged in to start a Google Ads campaign. Select campaign type – search, display, app, shopping, video. Create Google Analytics account if you don’t already have one, then link your Analytics to your Google Ads and set up Goals to track conversions. Go back to Google Ads to import Google Analytics goals. Select campaign settings in Google Ads, such as audience, run dates, budget, bidding and ad extensions. Set up ad groups and select keywords. Create ads for each ad group. Campaigns are now created and you can modify specific strategies for each campaign. Payment method needs to be set up before running a campaign. There is an excellent tutorial with more details on setting up Google ads at https://www.youtube.com/watch?v=zLeduV-d7lc Notice in step 6, I mention ad extensions. Erik says no…

text message examples

Success in Text Message Marketing: a Case Study

Problem: In 2010, Yoss Thriftway wanted to find a new way to reach their customers. At the time, they weren’t interested in jumping on the Facebook bandwagon, but wanted to connect personally with their community in a different way than their competition in neighboring towns. Solution: Store management was intrigued by the idea of text message marketing, which would give them access to their customers’ cell phones, an item nearly everyone keeps nearby. 97% of text messages are read within minutes of being received, giving Yoss Thriftway a way to immediately and directly reach their customers with special offers and store news. To promote the program, Yoss Thriftway started with in-store signage, bag stuffers, and small signs at each register. To entice customers to sign up, each registrant received a text for 10% off a purchase of $50 or more, valid for the three days after they signed up. Results: In the nine years since it started the program, the store has more than 1,350 people signed up to receive text messages. The town’s population is 1,650. After opening a…

Episode 16

On this month’s show we are talking Shelf Stable Juice with Brian Adams (2:53). Followed by Melissa Davis discussing the new look Learning and Development department (8:36). Finally, Jessica Magnussen drops in to talk about the new price changes in DSG, and things members can do to bring down costs and grow sales at the same time (16:10)

AWG Brands Promotional Content for June

June is National Dairy Month. We have dairy-friendly content to share with your customers this month. Below is the digital content for your website, social media platforms, emails and more to promote AWG Private Brands. Best Choice Video of the Month The June Video of the Month is an Ice Cream Cake. This video features Best Choice Ice Cream Sandwiches. You can share this short video from the Best Choice website, YouTube, or using the native files found here. Best Choice Recipe of the Month The June Recipe of the Month from the Best Choice Calendar is Cheddar Snaps. The recipe can be shared from the Best Choice website or from the Best Choice social media sites, like Facebook, Twitter, Instagram or Pinterest. The native files can be found here. Dietitian Content AWG Brands Dietitian, Rebecca Mueller, has new blog posts about National Dairy Month and the importance of eating your vegetable. This month’s recipes include Olive Tapenade Hummus and Strawberry Cupcake.  Recipes will be posted on the second and fourth Monday of the month on the Dietitian Corner.  Lifestyle blog posts are posted on the 1st and the 15th of the…

Inblog

Preventing Gift Card Fraud

Every couple weeks or so I get a call or email about a store that had fallen victim to a gift card scam. These fraud attempts are inevitable, however prevention is possible! Fraudsters are clever, convincing, intimidating and even threatening. They change their approach and scam type frequently until something works. If only that intellect and energy were used for good. One of the scams I hear about often is, an employee fields a call from an individual that claims to be someone from Visa, Blackhawk, POS Vendor or even a person of rank within their own organization. The person calling would then claim that they need to test the system for proper data transmission, or some other reason and request to have a certain card or cards activated and be told what the card numbers are so they can verify the codes. Once they get those activated card numbers they can then deplete the card funds for their personal use. It’s important to train staff members that NO ONE not even a government official will call with any such…

Grocery Delivery Man

Adventures of an Online Shopper

You may have ripped the bandage off and implemented an online shopping program at your store. Well, congratulations! Perhaps you are using a program such as Instacart or Shipt. Are you curious about what kind of people would be in your store, shopping on behalf of your customers? Are you wondering how to equip your store for contracted shoppers? I signed up to become a Shipt Shopper several months ago and have recently been doing a lot of shopping. Characteristics of a contracted shopper Online shoppers or contracted shoppers are contracted to shop in your store and other stores based on the shopper’s area. The general requirements for this position are: must be 18 years old, have a valid US driver’s license, auto insurance, reliable vehicle, knowledge of produce selection, insulated cooler bags, the ability to lift 40 pounds, and own a smartphone. Contracted shoppers must also pass a background check and complete a series of videos provided to them from the online shopping platform to learn how to properly grocery shop.  Though these contracted shoppers are working in your…

Trending Now

Trending Now: May

Food trends in May are all about Mother’s Day, warmer weather, cooler foods and drinks, campouts, and the unofficial start to summer, Memorial Day. Most people think of breakfast in bed or brunch when they think of Mother’s Day. But a lot of sweet treats popped up on the internet this month to help you show the moms in your life how much you care. Like these delicious Mother’s Day cakes or this beautiful edible bouquet. May isn’t just about moms. It’s also the time of year when everyone is preparing for summer. The temperatures get warmer and the food and drinks get colder. It’s the perfect time to start breaking out refreshing summer drinks, both alcoholic and non-alcoholic. Expect lots of fun summer treats with boozy twists like these champagne popsicles. Or something fun for the kids like mermaid layered slushies. As the temperatures increase, more people are going outside to enjoy the sunshine. This means more cookouts and picnics. Flavorful fresh salads are a popular side dish at these outdoor events, along with other types of tasty sides…

SMCKC Blog Recap Header

SMCKC May Lunch Recap: Making A Splash on Social During Large-Scale Events

Recently I attended a SMCKC lunch titled “Making a Splash on Social During Large-Scale Events.” It was a panel Q&A with Derek Byrne of Visit KC, Rachel Kephart of KC Film (a division of Visit KC), and John Kreicbergs of Propaganda3. While I work with retailers on digital promotions for their events, they aren’t the type of large-scale events that were discussed by the panel. But I found that a lot of what they advised to the audience can be applied to small-scale events and social strategy in general. For example, all three panelists discussed the importance of keeping attendees informed before, during, and after the event. Derek Byrne manages social media for all of the college basketball tournament games that take place in Kansas City in March. For these games, Visit KC is on social media all year long, announcing games when they are scheduled, helping people plan their trips, and giving them sightseeing ideas outside of the games if they’re coming out of town to visit. John Kreicbergs works on events like Boulevardia, a craft beer and music…