DENVER — To create effective ad programs, retailers need to have a clear sense of the differences between strategy and tactics, Dave Henry and Lisa Wassenaar, both former retailers and current marketing consultants said yesterday during “Building an Effective Ad,” a workshop targeted at independent supermarket operators here at the American Meat Institute’s annual Meat Conference.
Citing Price Chopper’s long running “We know meat … and you can too!” program, Henry described a chain’s ad strategy as a plan of action that helps the company distinguish itself in the marketplace. In this case, Price Chopper launched the campaign 11 years ago to establish its butchers and service staff as experts who could help shoppers with meat selection and cooking tips.
Tactics are week-to-week measures, such as percent-off sales, category sales, special price points and department themes that help build on that strategy. For example, Henry cited one tactical example in which a rural Price Chopper location, facing competition from a new retailer in its area, ran a series of ads that featured local store associates and department managers, to remind locals customers of the store's long-running ties to the community.
Another good tactic for dealing with new competitors, he said, is to run a three-day mega-sale prior to the competitor’s grand opening, leading shoppers to stock up on products, and getting money out of the market that will then be unavailable for that competitor.
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