Wegmans Supermarket Entices Shoppers with Impressive Magazine

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

Duke Libraries Tell Stories to Raise Funds. Plus 3 Tips for Your Marketing Team.

How do you motivate alumni to give money to libraries?

Or, more generally put, how do you persuade someone to do something that’s not top of mind?

You tell meaningful stories.

Storytelling has been a powerful marketing communications tool for a long time.  Today, it’s often talked about in association with content marketing.

And while it’s not a new tactic, when used effectively, it can produce important business results.

Duke Magazine - Special Issue 2013

Duke Magazine – Special Issue 2013

Take this ad for Duke University Libraries, for example.

The photo caught my attention and led me to read about how Duke assigns a librarian to every first-year dorm.

To me, that’s an interesting story I’d like to know more about.  The eye-catching visual, along with the text, quickly dimensionalizes an abstract concept and makes it easy to understand and relate to.  There’s a URL to get more info.

The result:  Duke has a greater chance to raise funds earmarked to its libraries. Continue reading

Now Playing: The Holographic Marketing Communicator

Get ready to bring a bit of Sci-Fi into your marketing toolbox.

Now, thanks to Lawrence, a Tensator Group Company, you don’t need R2D2 to beam a holographic video message.  You can do it yourself.

Duane Reade Holographic Virtual Assistant. Photo: Screen Media Daily.

US drug store operator Duane Reade and London’s Luton Airport have put holographic communications into action (watch video below). Continue reading