PRESS PLAY >>>NOW FOR KEN’S WELCOME MESSAGE
As the blitz of holiday advertising reaches a crescendo, it’s refreshing to see some retail marketers stick to the strong branding messages that has separated them from the rest of the pack. I’ve talked about Hallmark many times in the past when it comes to holiday advertising, but I was reminded about how strong their strategy is when I saw another great spot for Publix Supermarkets the other night (coincidentally on the Hallmark Channel). A great message, well executed that inspires and respects the viewer and customer.
Shortly, after viewing the spot, I read the news that former Publix president and chief marketer had passed away in Lakeland, FL. In case you haven’t hear of Mark before, suffice it to say that he was more instrumental than anyone in making Publix a retail powerhouse in the southeast helping to build Publix sales from $3.2 Billion when he took over the top position to $27 Billion in just over 1000 stores in only five states. We won’t even talk about the dominant market share that Publix has built and the loyalty it has developed with its customers over the years. More significantly, however, is how Mark’s vision made Publix a brand that is part of the markets that its stores dominate. There are many factors that contribute to this strong position—well-run, well-merchandised stores in prime locations, loyal employees who love to work in a grocery store (although they don’t think of it in those terms), constant improvement in layout and design to really make “shopping a pleasure” (Publix’s long established slogan), and finally, to break-through creativity in their marketing that not only built a memorable brand, but also fought off the price competition so prevalent in this category of retail.
Publix brand products are not only consistent in package and quality, but they often outperform the national brands at a better price when it comes to brand quality. All this is a result of the leadership that Mark Hollis provided as marketing chief and then president. The standards were high, the creativity was encouraged and expected, the messages consistent with the company’s mission. Take a look at Publix’s most recent commercial (http://www.youtube.com/watch?v=wLJbYXRXtyU)
While Publix is as aggressive as anyone with strong, ongoing print promotions and a powerful BOGO strategy, it still reaches out to the customer every week of the year to maintain a brand that’s part of the lives of the customers it serves. That’s Mark Hollis’ legacy.
As we celebrate the holidays, I hope that your brand—whether it’s a store, a product, a service—or yourself—continues to build a relationship that endures.
Wishing you a Merry Christmas and Happy New Year!
Ken
Recent Comments