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 →