The mission of Low
Carb Lifestyles Market is to stand out from the competition, provide
quality service and create a friendly, comfortable environment in
which to shop. Shopping at the Market should be enjoyable, easy
and memorable. Customers should leave feeling that they got excellent
quality and service for their money. In addition the company would
like to expand into e-commerce and the private label arenas. The
objectives are to look for innovative low carb products and local
suppliers. The goal is to be the first and as often as possible the
exclusive distributor of the products in the region. By buying locally
we will increase regional awareness and develop goodwill within the
community. There are several marketing ideas currently in place or
under development.
Castanet
Low Carb Lifestyles
Market is currently writing a weekly column posted on
www.castanet.net . It features customers, covers relevant
information and introduces various aspects of the Market. It is a
soft sell tool that seems to inspire customers to visit the store
and follow the low carb lifestyle.
Cookbook
A compilation
cookbook of customer and suppliers low carb recipes would be
written. Credit will be given to customers who contribute along with
a 10% off client card valid for 6 months. Suppliers would be
approached and asked to contribute recipes for their products along
with a co-op advertising deal signed that would give us the
authority to use their name. We may also ask for money to cover the
cost of writing the book and finding a publisher or publishing it
ourselves. It will be marketed over the Internet, sold to
competitors and available in store to the customers. This will
increase purchases of products as the customer would have recipes to
follow and ideas of how the products can be used.
Billboards
Currently a
billboard featuring a customer can be seen on Hwy 97 as you head
into Kelowna from the Westside. This billboard should remain and be
changed every 3- 6 months to create recognition and remind Customers
on the Westside and travellers that the Market is convenient for
them.
860-SLIM
The telephone number
needs to be used in all advertising as is.
In- Store
Promotions
A system of in-house
promotions should be implemented based on stock levels etc. A review
of what is working needs to be done to discover what customers
respond to. Case lot sales seem to be effective.
Product Knowledge
Team members should
be trained on low carb, the products and the competition. They need
to be able to direct a customer to buy without seeming pushy or
overly zealous. They need to be given direction as to what to ask to
illicit information that will help them sell products based on the
customer’s needs, likes and dislikes. Questions are a good way in
which to get the customers talking about themselves and excited
about their new lifestyle which in turn will create an atmosphere
for buying.
Television Show
A cooking show is
currently in development with a local production company. A spot
will be created specifically for low carb. Low Carb Lifestyles will
consider sponsoring the weekly episode to create community awareness
of the store and to make the Market a household name in the region.
Seminars
Monthly seminars may
be held with guest speakers. It could be in the form of a ladies
luncheon creating an atmosphere in which to try low carb foods and
develop a support group. It could simply be an evening seminar at a
local fitness facility. A charge for the seminar will be applicable.
Customer Loyalty
Program
It is important to
reward loyalty and a loyalty program must be developed that is
second to none. Research into what works best must be done and a
formula created. It should be a cash back or discount program for
different levels of purchasing.
E-commerce
An e-commerce site
is under construction to reach out to communities that have little
or no access to low carb products.
Vacation Rentals
Vacation rentals and
bed and breakfast establishments are a prime market given the
prevalence of low carb. They will be contacted and a shopping list
along with recipes will be sent to them giving them the opportunity
to provide an added level of service to their clients.
Flyers
Having a large
population in the downtown core is a prime reason to advertise
delivery services. Flyers are being specially designed for the
downtown office buildings to take advantage of this demographic.
Tradeshows
Okanagan trade shows
are a perfect forum for introducing the services of the market to
the region. A list of show dates will be compiled along with cost to
set up a booth and man it.
Tastings and
Samplings
In store product
tastings to feature items are currently in use and this in itself
has encouraged people to buy items they might never have purchased.
Customer Service
Customer service
makes or breaks a business. Staff members must be conscious of this.
Customers must be treated with respect and the fine line between
harassing them and helping them make a buying decision must be
walked carefully. Creating an atmosphere of calm and excitement at
the same time must be in place.
Radio and Newspaper
Advertising
Humour should be
used for all radio advertising to catch the attention of the
listener, to make the spot stand out from the rest of the
commercials. To create the recognition factor the voice over person
for all radio advertising must be consistent. Auditions should be
done to find the right voice. Newspaper ads should maintain a
familiarity from one insertion to the next so that the ad will be
recognized. A slogan needs to be created that will encompass the
feeling the Market wants to portray. A jingle could be created as
well to add to the recognition factor.
Newsletter
Two e-newsletters
have been published and contain specials, tips, recipes and a
featured customer. This concept will be continued and written every
2 weeks. Customers say they come in because they have seen the
specials in the newsletter. Copies should be available for those who
prefer not to be on our mailing list and mailed to those without
emails.
Other Strategies
-
Posting Recipes
and uses for the products in store is currently being done and has
received interest. Giving the customers ideas on how to use the
product make the impulsive buy almost guaranteed.
-
Developing
associations with restaurants, cafes’ etc to carry low carb
products. Placing store signage with the products is important.
-
Developing a brand
name that is private labelled for the Markets use. These goods may
include bakery items, beverages, protein bars and candies.
-
An in town
delivery service may be a consideration especially for elderly
customers.
-
The Market has
begun to take bakery pre-orders which are proving to be popular in
its first week.
