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Video Content Strategy for Smart People (IABC Breakout Session Recap)

You may have heard that video is becoming a pretty big deal in digital marketing. Facebook is prioritizing video posts higher than other types of content when their algorithm determines what to show in the News Feed. And in case you didn’t realize the level of its popularity, YouTube has more than one billion users — or one third of the internet. The last breakout session I attended at the 2018 Business Communicators Summit for the KC chapter of IABC was presented by Jolean Olson of Scenic Road Products. She shared with us why video is so important to marketing (both internal and external) and how to develop the best strategy for your company to use video. First she covered why video is so important. Employees are 75% more likely to watch a video than to read documents, emails or web articles. Video generates 3x as many monthly visitors to a website as other content Visitors spend 88% more time on a website that includes video Organic traffic from search engines increases by 157% with video While it’s great to…

Content Marketing Demystified

Content Marketing Demystified (IABC Summit Keynote Address Recap)

If you work with me or any other AWG digital specialist on your digital marketing, you’ve probably heard us discuss content marketing. But what exactly is content marketing? It’s not just about the content we post on your social media profiles, your website or your blog. It’s the strategy behind the content that’s being posted. I recently attended the 2018 Business Communicators Summit for the KC chapter of IABC. The keynote speaker was Quinn Tempest, a digital marketing strategist and graphic designer from Phoenix. Her presentation was titled “Content Marketing Demystified” and she covered the myths of content marketing and the lessons she’s learned about content marketing throughout her career working with various companies and individuals. Quinn describes content marketing as “the art of providing relevant, useful content to your prospects without selling or interrupting them.” She asserts that instead of pitching your products or services, you are delivering information that makes your audience more informed before they buy. The goal is to deliver consistent, ongoing, valuable information your customers/prospects so that they will ultimately reward you with their business…

How AWG Retailers Stack Up
InCara

Survey Says…

How do AWG member retailers stack up against their competitors when it comes to marketing and advertising to consumers? We set out to answer this question (and many more) when we recently sent out a survey to our retail members. We wanted to know where our retailers are today in terms of their marketing/advertising strategies, where they want to be, and how they compare to other grocers. Thank you to everyone who took the time to complete our survey! Below are the results. The Print Vs. Digital Debate The majority of our respondents spend about 80% of their time and resources on print advertising (which includes weekly ads, store signage, etc.) versus 20% on digital marketing (websites, marketing email, text, social media). AWG offers both services, because we believe in an integrated approach to advertising and marketing your store. Why? “The consumer has no singular path to purchase anymore. As retailers, we need to be at the crossroads of as many of their research and purchase decisions as possible to drive traffic our way. This means we have to choose…

Idea: Photo of lightbulb in chalk outline of think bubble on chalkboard.

Check The Stats: Digital Signage

What are you doing with all of those TVs and monitors at the different areas in your store? Do you even have any monitors spread out to engage with your customers? If there is a deli special or new product that you’d like to introduce to your customers, you really need to start engaging with digital signage. A study conducted by Arbitron, a subsidiary of the trusted Nielsen ratings group, delivered some valuable data on digital display advertising success in retail. As useful and necessary as it is to employ an online marketing strategy, how do you plan on engaging with the new customers you gain through those online channels? According to the study, digital media in public venues reach 27 percent more people than these endeavors. Over 50 percent of those viewers claim to recall the exact message they viewed via these digital signage tools up to a month after the initial viewing. This type of effectiveness can launch your ads and special events into the stratosphere, where quality digital display ads develop a positive reputation with your customers…

Digital face depiction

Internet Technology and It’s Crazy Capabilities

I attended a presentation on technology and consumer trends. Here’s a little of what I came back with. Ever log onto the Interwebs to browse your favorite sites and an advertisement pops up? Of course you have. Did you think it was coincidence that the ad was promoting something you had searched before? Well, it wasn’t. In fact that advertisement was specifically for you. I know you’re thinking to yourself. How is that even possible?! I knew the government was hiding aliens! No, not really, well maybe, who can really be sure. What I can tell you; is that aliens didn’t generate that advertisement; it was delivered to your screen by something called AI (Augmented Intelligence). Augmented Intelligence is a technology that analyzes 2.5 Exabytes per day. What’s an Exabyte? I know, I had to look it up too, but to save you time I’ll share. An Exabyte is one quintillion bytes, or one billion gigabytes. Gigabytes are one billion bytes, so it’s a billion times a billion times 2.5…A LOT of data. We all contribute data. The sites you…

Photo of man talking to people while sitting at a table.

Marketing To The Middle

As Associated Wholesale Grocers, this community of more than 3,800 grocery stores in the “middle” of America, I would wager that over the years, many of us have had a good pulse on who our customers were. Many of us still know very well who our customers are, but not everyone truly gets the essence of what motivates their customers and what they’re looking for in a shopping experience. Given the current political climate and the election results, it has many questioning if we really know what we’re dealing with in our country. AdWeek has recently published a cover story (http://www.adweek.com/agencies/marketers-everywhere-are-rethinking-middle-america-post-trump-inside-one-effort-to-help-them/) about marketers rethinking their strategy for middle America and it’s a fascinating look at how companies, their agencies, and marketers are trying to figure out who middle America truly is and how they can deliver their message to consumers. It’s a tricky subject and there’s not one easy answer. But let’s take a quick look at some of the themes of the article. Brands don’t understand the middle American shopper. The article tells of tours of the midwest by those…

Signs, Signs. Everywhere a Digital Sign

Menu boards and posters are so 1980s that they still go roller skating. Not to mention you have to keep updating the content on them and hope that you don’t misspell Worcestershire again, which will most assuredly garner some laughter from your employees. Why not use something more engaging that can be reviewed and edited, scheduled, even animated to cater to your specific audience? Digital signage is nothing new, but it keeps gaining momentum as it reaches new eyes in stores and at events around the world. If you’re considering adding this type of marketing tool to your store, there are a few things you should know before jumping in. Be Consistent The first thing people often overlook with digital signage and its content is consistency. There’s nothing more off-putting than an unreadable font with a bright, abrasive background that makes someone feel as though they’re going blind. Keeping a simple theme throughout your digital campaigns can help to keep the attention of those in your store and will also prevent them from screaming in pain as your neon-green banners…

Photo of person texting and drinking coffee.

Text me, maybe?

Today, this post from My Edmonds News scrolled across my timeline asking why businesses “haven’t mastered text message marketing.” I was excited to read their theories. They lost me in the first few lines though: Quick quiz: Would you rather have a business send you a special offer or coupon: – Through email – where you have to wade through 100 daily messages to find it and then print it off and bring in to redeem OR -As a SMS text message (where you see it instantly and can redeem it simply by bringing in your mobile phone)? If a store can scan a coupon from my text messages why can’t it scan a coupon from inside my email? This obvious bias quickly distracted me from the rest of the post in which they didn’t actually provide any answers. Lucky for you readers, I am here to share my thoughts on SMS marketing. I like receiving coupons via text message. I feel like I often forget about things in my email. If I were to get a coupon from a restaurant…

traditional marketing versus inbound marketing

How Marketing is Changing, Yet Again

I recently attended a webinar presented by Hub Spot, where they took a look at what will drive marketing success in 2016. They discussed how buyer behaviors have changed, and as a result advertising has changed. In 2007, Apple introduced the first ever iPhone. Back then, mobile did not even factor into website design. Today, mobile browsing exceeds desktop browsing. Another change is in website security. Heightened security has become more common because website attacks are happening more now than they used to. Not surprisingly, advertising has changed. TV commercials, direct mail and phone calls are all traditional ways to reach the consumer. But 86% of TV viewers skip the commercials, 44% of direct mail is never opened, and there are 200 million people on the Do Not Call list. So what can you do when advertising becomes less effective? Create content that can be found on a search and that will stay on a search over time. 70% of traffic comes from old content. If you are spending money on content, make sure it is only the very best…

Sliders: Grow Bigger & More Important

Photo sizes for digital marketing has grown dramatically. For older websites, photo size requirements were smaller, so some images must change or they will become blurry after enlarging. Not sure what I mean? Take a look: Why’s This Happening? 1. Retina screens: Even when 2 screens are the same size, the number of pixels increased in devices with retina screens for a more detailed image. 2. TV screens are used more for online viewing. 3. The pixel count for TV screens and desktop computers continues to increase. 4. Cameras on mobile phones take bigger and more detailed photos. Why do responsive images need to be bigger when mobile screens are smaller? One image needs to meet all requirements for all devices. While mobile screens are still smaller than desktop screens they could be viewed on a retina or tv screen. What should your sliders be about? Anything in your store that you want customers to know about: Community/Charity events: Food drives, employee athletes/heroic acts or awards, sponsored school events, fundraisers, holiday events, open house, apples for students, fund raising coupon books, hot dogs in the parking lot,…

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