Marketing Bootcamp #2
We appreciate your participation in our second Marketing Boot Camp! This particular session focused on converting your already existing convenience/grocery store traffic into deli customers and adapting to changing customer needs. Again, the customer is our KEY focus. If you weren't able to attend the first session, catch up on it by clicking here.
If you missed the live session for bootcamp #2, don't worry! You can still watch the recording by clicking below.
Brands that Excelled in Recessions
This session highlighted Unilever, and how they not only made it through recessions, but EXCELLED.
This is the history of Unilever's stock price. In 2009, where you see the big DIP in price, is when CEO Paul Polman came on board and took this company, who was on the decline during a financial crisis, and completely turned things around. He came into the company and made changes on DAY ONE, including notifying shareholders that they will no longer be receiving quarterly annual reports, because he was focused on the long-term view of the company.
The ex-Unilever CEO increased his shareholders' returns by 300% while ensuring the company ranked #1 in the world for sustainability for eleven years running.
He wanted them to buy into a long-term value creation model: "which is equitable, which is shared, which is sustainable.”
"Brands which are able to tap into the changing needs and priorities of consumers will be able to improve their position despite the pressures of the financial crisis." - Paul Polman, CEO of Unilever, 2009.
How did they do it? How did they respond to those customer needs?
They innovated.
They developed consumer centered products like meals branded as PF Changs and Starbucks ice cream. They studied their consumer and understood the importance of VALUES, and found that sustainability was a key desire of consumers.
Looking at Unilever now, during this current financial downturn, they have a new strategy: keeping volume and market share. How will they do that? By focusing on the customer’s needs. Value and values are KEY.
"We know from experience of many crises over the years that protecting volumes during a recession is the key to long-term competitive growth." - Alan Jope, CEO of Unilever, 2020.
Converting Existing Traffic
They’re already here! That's the beauty of business within a business. Capture the traffic that's already in your store through signage, promotions, and sampling.
The first action item you can focus on is simple: PEOPLE WATCH in your store.
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Does the person veer to the right or left when they come in the door?
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Is the person young, middle-aged, or older? Male or Female?
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Where do the person's eyes track?
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Are there hints about where the person came from (work boots, workout clothes, etc.)?
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What does the person purchase? Was the person purchasing gas or groceries, or did the person come into the store for something specific?
Asking these questions and simply paying closer attention to customer mannerisms can give you a lot of insight about where your marketing efforts should be focused. You can strategically place signage, run targeted promotions, and better cater to those already in your store. We challenge you to do this in your store this week and answer these questions for yourself!
5 Ways to Convert Existing Foot Traffic
1. Exterior Signage
Get their attention from the start, before they even walk in the doors, with exterior signage: monument signs, building signs, sidewalk signs, and window/door clings. AND don't forget about signage/videos at the gas pump!
2. Interior Signage
Use interior signage to guide customers to your foodservice program.
- Metal Floor Stand: use to guide visitors coming in your front door to move towards your foodservice program.
- Table Tents: Place near the register, hot case/merchandiser, soda fountain, etc., to capture impulse buys.
- Window Clings: A pizza slice goes great with a bottle of soda! Use window clings on your coolers to guide traffic to your hot food.
3. MENUS!
Use our recommended menus to attract customers, drive margin, & increase sales.
sneak peak at our new menu option - coming soon!
4. Sampling
If they try it, they'll love it! Every month, you can use MDF to cover the expense of one case of product for sampling.
Set up a sampling station like the one below.
5. Strategic Promotions
Our promotions factor in your profitability, consumer trends, craveability, and ease of execution.
- Express Promotions: Ready-to-go catalog of promotions with FAST 7-day turnaround.
- National Promotions: Strategic quarterly promotions for our chicken programs.
Remember, adapting to changing consumer needs is KEY.
Today's consumers want a VALUE! 42% of consumers are seeking discounts & promotions.
Another way to adapt to consumer change is to try new products
We strongly encourage you to consider if adding our NEW Cajun Kick Breading would be a fit for your location, as well as our new Battered French Fries! You can download these flyers by clicking on the images.
P.S. NEW Wedges are coming soon!
And don't forget, our RAS team is always here to help you fulfill your store-marketing needs!
RETAIL ADVERTISING SPECIALISTS
Reach out for a FREE marketing consultation!
MDF@PFSbrands.com | (573) 896-0300
Stay tuned for more information coming soon on future sessions.
Our Support. Your Success.
Let us know how we can help you with your product ordering needs. Our Customer Success Team is here to help!
Customer.Success@PFSbrands.com |(855) 632-3373