I spent a decade creating and marketing Health and Wellness programs at various grocery retailers. The programs ran something like this: 1. place a dietitian in at the grocery headquarter; 2. create a branded magazine that would be completely ad funded, profitable for store and show sales lifts for participating products; 3. magazine would discuss health and wellness around these products - endorsed by dietitian, products featured would show links to their websites for additional information; 4. magazine would be FREE and on display with products at store and on-line, new magazine in circulation at same time store FSIs circulated; 5. Store dietitian would be "local celebrity" and would be seen on local news programs, radio shows, do local advertisements for grocery retailer and make appearances to spread health and wellness message as grocery retailer representative; 6. store level POS included end cap, signage, in-store audio - also FSI advertisements, etc.
So, you get the idea… now if we take this program and add the QR code we could expand it and keep it from getting boring! Placing a QR code in the magazine, in the FSI or just on the end cap gives the retailer a chance to additionally communicate to the shopper. The QR code could link to a sweepstakes offered by the retailer or one of the advertising products, coupons, or a bonus recipe folio for the issue — without changing the size of the magazine! Just the introduction of the program is a reason for promotion and increase store excitement alone! Really the possibilities are limitless once the brainstorming begins. Using this QR technology would allow this particular program to expand beyond it’s printed pages, add value to the retailer, the advertiser, consumer and keep the program one step ahead of the rest of the grocery stores.
I’m not doing the grocery health and wellness programs anymore. They have all been taken in house. I would love to work on something similar again. I am sure some reading this are from my grocery days — I hope you take the idea and run it! You are welcome. If I can help let me know.
MARY CAROL SULLIVAN IS A CREATIVE DIRECTOR who will challenge your established ideas and offer fresh perspectives.
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