Steven Johnson
Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, stated “the
very first things all food retailers must do is delivery on their brand promise. They do that by serving hot food hot, cold
food cold, with a smile.” Just by doing
that much you are looking a customer ahead.
Once you do that you are well on your way. In today’s world
your brand’s sign along the side of the road has been replaced by the
information super highway that is hand held. Brands can make meaningful
connections with their fans and build brand loyalty with hand held marketing.
It’s no secret that service delis, restaurants, c-stores,
need to be on some sort of social media that finds it way into the ‘smart phone’
of your targeted customer.
Did you know that no matter the platform, though,
customers who engage with brands via social media are loyal: 57 percent of
consumers spend more with brands they follow online? And if they do have a bad
interaction with your brand, 40 percent of the time they are more willing to
give your brand a second chance than if they didn't follow you. Some things don’t
change you need a smile at your front door and online.
Most restaurants, bodegas, grocery stores are aware that
they need to be on social media, most don't have a specific strategy in terms
of content production that is in line with there brand promise. So, if you are in need of an integrated
digital strategy. You just might want to take a look at Bounteous as the co-innovate social media
strategies with clients to edify their brands online relationships.
In case you did not know Bounteous, partnered with Wawa. one of the largest and most beloved
convenience retailers in the United States — to help connect with customers on
social media and grow their following from zero to 2.6 million followers and
2.5 million monthly engagements. They did that by leveraging three unique kinds
of content. Here is what Bounteous had
to say about it:
Relatable Content
“Relatable content acknowledges that you understand the
consumer experience. It should be something with which they can identify,
whether purely entertaining or something more profound that pulls on the
heartstrings.
Often, relatable content is made from the point of view
of the consumer. In other words, what they are experiencing when they come into
your store and what matters to them. It could be something as simple as being
hungry, thirsty or needing fuel — or something more intrinsic, like the feeling
you get when you are greeted by name by your favorite cashier.
Relatable content should be bite-sized, snackable and
immediately identifiable as something to which customers can relate. For
example, Wawa created a TikTok video about moving to an area without a Wawa store
that resonated deeply with the brand's loyal fans. People tagged friends who
they used to go on "Wawa Runs" with, and shared touching
conversations in the comments section.
Social media is all about being a conduit for those kinds
of connections.
Educational Content
Educational content is anything that informs consumers of
what's happening in your store, or what products and services are available.
It's not a direct pitch, but rather something that lets customers know what
they can expect when they come to your store in a relatable way.
Did a new menu item come out? Does your business have
strong sustainability practices? Do you give back to the community and if so,
how?
One of Wawa's most successful TikTok campaigns featured
the convenience retailer's line of zodiac-themed specialty drinks. Not only was
it fun (people love to rep for their own astrological sign), but it also
educated customers about the beverage menu and was one of the brand's all-time
most successful campaigns.
Incentives & Promotions
A widely used social media marketing tactic is to offer
specials specific to certain platforms. This could be a sale, a discount, a
promotional item or period or a memorable experience delivered in a
community-driven way.
One strategy is incentivizing loyalty, such as signing up
for a rewards app or loyalty program or following the brand on its social
channels. For example, a post that said "If this tweet gets 5,000 likes,
we will give everyone 10 percent off coupons" would fall under incentives
and promotions. It's not so much about the bottom line as it is about bringing
everyone together.
Incentives and promotions are not necessarily discounts.
Instead, they are anything that encourages followers to engage with you. It
might come packaged as sales or discounts, but also could be sweepstakes, sales
or special giveaways that only happen on social media.
When it comes to social media, understanding the
relationship between your brand and consumers is the key to creative success.
With these three pillars of social media content and a bit of imagination,
brands can make meaningful connections with their fans and build brand loyalty.”
Are you thinking hand held marketing
yet?
Foodservice Solutions® team is here to
help you drive top line sales and bottom-line profits. Are you looking
a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue
you need to propel your continued success.
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