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

Unexpected Sources Can Power Content Marketing

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:

  1. Be genuine
  2. Be authentic
  3. Be relatable
  4. Place your content in the right context
  5. 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

Don’t Retreat Marketers. Ben Franklin to the Rescue.

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.

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Focus on Customer Content Drives Costco Marketing Strategy

Credit: Costco.

Credit: Costco.

Take a spin around costco.com, and you’ll find a website loaded with consumer-friendly product information designed to inform, persuade and generate “Add to Cart” shopping clicks.

Costco utilizes a consumer education strategy online, particularly for many of its OTC healthcare and dietary supplement products.

Pay attention, B2B and DTC marketers. Shoppers desire complete product information and accurate photos as part of their research and purchasing process. I can’t quantify the benefit, but it stands to reason that investing to upgrade the content for your communication platforms will pay-off, and effectively differentiate your company and brands.


Recently, Costco added a consumer website called TreatMyHeartburn.com to promote its Kirkland Signature branded acid reducer product.

Credit: Costco.

Credit: Costco.

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How ESPN’s College Football Megacast Can Impact Your 2016 Marketing Plan

ESPN offered 15 different viewing and listening choices for the 2016 college football championship game last night.

Read on for six business and marketing lessons of Megacast.

What Is Megacast

In addition to its flagship channel, college football fans, general sports fans and the media-technology-curious were able to explore other game experiences across ESPN’s television network, on radio, and/or mobile via the Watch ESPN and ESPN apps such as:

  • Film Room, ESPN Voices, Homer Telecast, Spider Cam, Pylon Cam and more.

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Why ESPN Does Megacast

First, it’s about engaging with the customer. This is a core part of ESPN’s marketing and programming strategy.

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