It was the moment I had been waiting for; the Whole Foods finally re-opened in Upper Arlington, Ohio. Unfortunately class prevented me from being a door buster but I wouldn’t miss opening day. Opening day is a sample-lover’s dream. A promotional item hoarder’s fantasy.
I regret to inform that Whole Foods left much to be desired in the name of marketing practices.
I can’t totally discount the samples and the exceptional customer service. As brands go, Whole Foods is consistently superior in their face-to-face customer engagement.
But what about the other forms of engagement? If I was social media manager…
There would have been a store opening countdown a long time ago. Each Whole Foods has a local account…except for this new one. (If you’re looking for a social media manager Whole Foods Upper Arlington, I’m ready when you are).
With signs and samples throughout the store, there were tons of opportunities to drive people to their website and/or mobile app.
Throw a QR code next to food displays to take people to a how-to recipe link. At the very least, place a Twitter bird in the corner of the chalk boards so we know where to find you!
One of their big promotional events being advertised across every Whole Foods in the country is today’s Parmageddon. It has something to do with cheese and breaking world records- two of my favorite things.
No better time than to ask for people to post their favorite recipes that use Parmigiano-Reggiano cheese on their Facebook page. Perhaps a photo on Instagram or Pinterest. At the very least, go for a hashtag.
Internet marketing and social media is only as useful as its user is capable. The world is lazy. It is our job as marketing professionals (ok my dream job- I’m working on it), to lead the horses to water and make it impossible for them not to drink.
We have to make it impossible for them to resist. We have to get in their heads and make them want to be part of our conversation. Social media should never be one way and always be top of mind.
Social media is the new “word of mouth.” We can make our messages spread like wild fire. With technology on our side, we can make content instant and get immediate feedback. Now more than ever we have an opportunity to get creative.
Whole Foods gave people a reason to talk and interact but without instruction on how to do it. All it takes is a “click here” or a “follow us here” and that’s enough to drive media use and inevitably brand loyalty.
What’s the best store opening marketing you’ve seen? Post in the comments below.