By Amy Neale
Grocery stores have traditionally distributed their ad circulars via print, both in stores and through newspapers. For a long time, this has been the very successful, go-to method of distribution to reach consumers. However, physical distribution has dropped over time while becoming more expensive and less effective as consumer habits shift toward online media channels. Read our guide on Digital Distribution Channels below.
There are many ways to distribute or advertise your grocery store circulars and specials online, but what channels are the best for replacing or subsidizing weekly print distribution? Below is an overview of the various ways you can distribute your weekly ad online to help you decide. Spoiler: our top pick is email, see why below.
Digital Distribution Channel Guide
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This includes both subscriber lists and paid lists that you send emails to with your weekly ad content. Quality lists can reach new, relevant customers and distribute your ad to consumers located near your store. At Bad-Adz, our lists are CAN-SPAM compliant and dynamic, meaning they're constantly being updated with consumers who are interested in receiving offers.
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This includes both organic impressions and paid content. Organic impressions and engagement come from posting content or updates to your page or profile. Paid social ads help you to reach new consumers by showing up in non-follower feeds. You can also retarget consumers for multiple touchpoints when used in combination with email, website visitors, or online ads. The most relevant social media platforms for grocery stores are Facebook and Instagram.
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These are text ads that appear in search results of search engines, such as Google, Yahoo, and Bing. Search Ads include Pay Per Click (PPC) ads and work by focusing on keywords that are relevant to your content. You'll show up in search results based on a bidding system. Other search ads are priced based on impressions. You can also select certain geographic locations, such as towns, and limit where these ads will appear.
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These can be images, videos, or gifs that appear as banner ads on 3rd party websites or apps. For example, your ad may appear on a person's favorite recipe blog or meal-planning website. You can set ads to display in specific locations, but it is important to make sure these geographic locations are set up correctly within the ad network. Display ads have low click-through and conversion rates but are great for brand awareness.
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Out Of Home (OOH) advertisements are displayed on outdoor digital media, such as digital billboards or signs usually located in public, high-traffic areas. There are also networked screens that you may see at the gas station pump or at malls. The cost of these ads is based on impressions and can be expensive.
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These ads are audio clips that are played before or in between digital audio content, which may be music, podcasts, or digital radio shows. They are generally 15-second clips. This type of advertising is more expensive than others, outside of Connected TV.
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These can be static ads or rich media with video and/or audio components and can be targeted at consumers physically in a certain location or radius based on their cell phone signal (this is called geofencing). The ads appear in Mobile apps on the user's phone. Dynamic Mobile Ads can even be served up while a person is near or in a competitor's store.
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These are video ads, usually 15 or 30 seconds long, that are streamed before, after, or during a streaming video. Some ads may be able to be skipped after 5 seconds, while others need to be watched in their entirety. These ads stream on YouTube and other video partners, depending on the ad network.
Top Pick: Email Marketing
Email marketing to lists of interested consumers located near your store is a great way to get market coverage most akin to print distribution, landing you on their digital doorstep at a relatively low cost compared to other online advertising options. These email lists can also be used as a basis for other advertising, such as Social Media and Display Ads, to gain multiple touchpoints.
A word of warning, not all email lists are created equal and there are a lot of one-time purchase lists that do more harm than good. Dynamic lists that are constantly updated with interested, double opted-in consumers and up-to-date contact information, are critical to the integrity of this type of marketing.
If you need help finding the best marketing mix for your store, we’re happy to help you achieve the right combination of print, email, social media, online ads, and more.