A single characteristic divides today's best cooperative grocers businesses from companies at the bottom of the food chain.
Some marketing concepts are just common sense. Unfortunately, it's takes more than a basic business mindset to achieve total market visibility. You will also have to become a student of specific marketing strategies for a cooperative grocers business.
Today's marketplace is all about perceived value. The more you can do to communicate value to consumers, the more likely it is that they will respond positively to your messaging. Businesses that bundle products tap into the market's psyche by creating the perception (real or imagined) of cost-savings. Most cooperative grocers businesses have the ability to bundle multiple products and services into a single offering that customers find appealing. Since the bundling concept is based on discounts, consumers expect to pay less for the bundle than they would if they were to buy the products separately, so you'll need to make sure your bundle offers real value to buyers.
Never underestimate the value of good buzz with consumers. Whether you call it viral marketing or word-of-mouth advertising, a lot of ground can be gained by encouraging positive conversations about your company. For a cooperative grocers business, meaningful brand conversations have the ability to transform the impact of your marketing efforts. Businesses that target brand discussions need to be active partners in dialogue. With minimal effort, you can instigate conversations through social media and other communication vehicles favored by today's consumers.
It makes sense for cooperative grocers businesses to participate in direct mail campaigns. A coordinated mailing campaign raises your company's profile and draws new customers into the business. Third-party providers have a reputation for generating accurate mailing lists that can be sorted to accommodate niches and subsections of the market. Are vendor-provided mailing lists worth the investment? We think so. But the real value is that the quality of the contacts contained in a premium mailing list can be the catalyst for long-term customer relationships.
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