Check out the list of marketing techniques mentioned in this ad, which was captured in The Packer’s Ideas in Merchandising, 1968-1972.
The company listed Women’s Day magazine, “leading newspapers,” radio jingles and recipe booklets as ways it was creating familiarity with its brand. These days, most consumers spend more time on their phones cruising various social media platforms than they do reading physical publications, and the growth in audio entertainment is in podcasts rather than radio.
Ultimately, however, updating ad strategy is a fairly simple – if not always easily executed – proposition: Figure out where people are having conversations about food and establish a presence on those channels to get your brand in the mix.
Instagram, Pinterest and Facebook are the platforms we hear about most from marketers as they work to increase the visibility of their products. If you’re not in those places already, they may be worth exploring. Recipes are still great content to inspire purchases and can be shared in any of those places, especially through videos.
While most grocery sales still happen in stores, many purchases are influenced by what consumers see in the digital realm, so it’s valuable to have a presence in whatever areas of the online world are relevant to your shopper.