Print is still powerful – if used correctly.
Want proof? Check out the latest issue of Wegmans Menu Magazine.
The well-regarded Rochester, NY grocer publishes an attention-getting, glossy magazine chock full of beautiful photography and enticing recipes. Even non-cooks may be motivated to shop and then head to their kitchens.
Menu Magazine came to my attention via a family member, who recently signed-up for a Shoppers Club loyalty card in advance of a new store opening next week. The magazine was mailed to the home.
After perusing the magazine, I can share three marketing observations:
▶ Make content for the customer. The value and utility of Menu Magazine – products and recipes that make you want to buy – is what hooks the shopper. Of course Wegmans is selling (they are entitled), yet they achieve a business objective by putting the customer first. The magazine’s content makes the reader want to shop, cook and eat. Continue reading
It’s an increasing challenge. Where do business teams get the content to fuel their content-driven marketing?
Part of the answer is that great content can come from unexpected places.
To begin, ensure that your content fits your overall marketing and specific content strategies. That requires you to do your homework.
From there, keep these five guide rails in mind. They’ll help you to be meaningful to, and resonate with, customers and key constituents:
- Be genuine
- Be authentic
- Be relatable
- Place your content in the right context
- Communicate at the appropriate time
Credit: Allen Edmonds. Father’s Day 2017 catalog.
As an example, consider the CEO who wrote about walking his daughter down the marriage aisle, and even posted a picture, in a Father’s Day product catalog. Continue reading
What the heck is going on in the business world?
Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.
However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.
Are corporations and their marketing teams failing at higher rates or is something else going on?
I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.