Sprouts..."Delicious Information"
Sprouts Farmers Markets...Delivering Delicious Information Digitally
Sprouts Farmers Market Understands How We Read & What We Want To Read About!
When we dig deeper into marketing and what does and doesn't work we first must better understand today's customers reading habits. Twenty five years ago on a Sunday morning the Sunday newspaper ruled the morning read.
"The Sunday Newspaper Was King"
When we would first awake on a Sunday morning we wandered to the front door. Hopefully the paper boy or girl had carefully placed our most valuable weekend treasure, the Sunday newspaper between the front door and the screen door.
The coffee was brewing by the pot, not in a k-cup and you could smell that fresh coffee everywhere in the house. We sat with our coffee and what was to be the next hour or two engulfed by what all of this newsprint was about to tell us.
What we never realized reading the Sunday newspaper, that more than educated we were entertained. We had all of this information in what amounted too information a mile wide and an inch thick.
What Is Information A Mile Wide & An Inch Thick?
The Sunday newspaper had a lot of what interested the majority of us in capsule form. We could better understand almost anything from world news to today's sports in what amounted to results. not lots of details but here are today's results.
The car of the week was just that, "The Car Of The Week" with a short article with little information describing this as a car in a few tidbits of information about this car.
"How We Acquire Information Has Changed"
What Sprouts Farmers Market understands and annunciates with all of its communication and web site is how we expect to receive information has changed. With these lifestyle changes Sprouts has changed the way they will now deliver information.
Today's reader and shopper wants to be fed information constantly. When readers go to the web they go first and foremost for information. Then once a follower or better yet a customer Sprouts is there with the content you will search for meals as we like them today.
So today's reader interested in a car on Sunday morning would go to a search engine on their cell phone. They would read about the car of interest and once finished would find another article and another article until they had consumed all that they cared to read about this vehicle of interest.
That said this information is more than entertainment and is in fact information fed to us just the opposite as the Sunday newspaper. The information is not a mile wide and an inch thick, it is an inch wide and a mile deep. This is how we have some to read today. Differently where we expect more detail.
Sprouts Farmers Markets delivers information a mile deep. Ad specials, organics, recipes, unique approaches to healthy living and on and on.
Sprouts understands we want to better understand what we eat, where it came from and perhaps even how to prepare a new meal idea just a little quicker.
So if we came to the web for information and that information was healthy meal planning, Sprouts Farmers Market had a story we would not only enjoy, but perhaps employ.
Marketing Is Storytelling...Tell Your Story!
Marketing is about storytelling. As retailers we need to present the facts in a digestible and attractive format describing who and what we are as a supermarket resource to the consumer. Telling your story is likely to open the doors as a trusted resource.
Once as retailers we become trusted resources we have lessened our reliability on price alone. Retail sustainability comes from the value proposition as a combination of service, quality & price.
The more the customer is serviced and trusts your supermarkets quality the more price will become just one of many successful calls to action.
Check out Sprouts Farmers Market and their go to market strategy:
Let me know what you think.....
Many have asked why I choose to write about what I see in the supermarket industry today and my ideas. At Bad-Adz Digital, PreparedFoodPhotos.com & Adlife we believe great ideas and the resulting branding will give new life and direction to any company. So for that reason we chose to open the discussion.
Yes, I understand I probably misspelled something or butchered the English language in a few places, the goal however was to open your minds to new ideas.
Joel Albrizio, President Bad-Adz Digital, bad-AdzVideos.com, PreparedFoodPhotos.com & Adlife