In the retail space, marketing is a foundational pillar of the growth and success of any business. For grocery chains and mom-and-pop storefronts, marketing is critical to compete in the space, retaining loyal customers and drawing in new shoppers.
Many think that grocery chains have their marketing strategies down to a science. In reality, though, smaller chains like Trader Joe’s are the true marketing gurus. So, let’s explore how Trader Joe’s has leveraged scarce marketing tactics to build a cult following.
Seasonal Marketing Magic: Inspiring FOMO & Exclusivity
Walk into any Trader Joe’s across the United States and the vibe is the same — tropical paradise, friendly employees, fresh produce, and all Trader Joe’s branded products. This consistency certainly plays a role in why TJ’s fans are so die-hard; you always know what you’re going to get when you walk the aisles of Trader Joe’s. The feeling of community and the joy of shopping locally is tangible in every aisle.
Trader Joe’s is renowned for its seasonal products — butternut squash macaroni and cheese in the fall, festive candies for the holidays, and gauca-salsa in the summer, just to name a few. Shoppers come in droves to grab these products as they hit the shelves, ensuring they can taste each of the delectable new goodies before they’re gone for the season.
Relying on this FOMO (fear of missing out) is key in marketing scarcity — making consumers feel like they won’t get a taste if they don’t purchase immediately. It’s a genius way to drive sales and build brand loyalty along the way, and TJ’s has it down to a science.
Any season of the year, fans are all over social media, sharing their latest finds and encouraging followers to hit their local stores before the products sell out for the season. This free marketing is a critical component to fostering brand loyalty, and the retailer doesn’t even have to lift a finger. Its followers do all the heavy lifting — the marketing case study writes itself.
Creating a Seasonal Marketing Strategy like Trader Joe’s
Many brands have tried to emulate the power of social media the way Trader Joe’s has, but it’s no easy feat. Without a solid strategy in your arsenal, your efforts may fall short and never reach their full potential. So, what does it take to create a seasonal marketing strategy that can withstand the test of time?
Define your goals.
Knowing what you’re working towards is key for a seasonal marketing strategy. Clearly define your campaign goals so you can measure your success.
Establish KPIs.
Key performance indicators (KPIs) help to determine how successful the campaign is. From conversion rate to emails opened and site traffic, KPIs are critical in every campaign.
Perform market research.
It’s important to research what your competitors are doing, what’s working, and how their tactics can be improved. You should also research what your audience likes and responds to, what they’re shopping for, and the types of content they prefer.
Build a content strategy.
No marketing strategy is complete without a content plan. Content includes blog posts, website copy, social media posts, and anything else you’ll promote to your audience online.
Collaborate with your team.
Ensure your team is onboard and everyone knows their role when launching a seasonal marketing campaign. From emails to social media content, videos, and blog posts, having all hands on deck can ensure a smooth launch of any new campaign.
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Looking to build a loyal following the way Trader Joe’s has? It can certainly be done, but you need the right team behind you. That’s where we come in! From content marketing to social media, branding, and more, WCD has you covered.
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