Business 2 Community: Trader Joe's Fearlessly Goes Where Others Will Not
Through a special arrangement, presented here for discussion is a summary of a current article from Business 2 Community, an online community focused on social media, marketing, branding and public relations.
Trader Joe's describes its monthly mailer, The Fearless Flyer, this way: "A cross between Consumer Reports and Mad Magazine, The Fearless Flyer is kind of like a newsletter, a catalog and a bit of a comic book all at the same time."
The description goes on, "It's our chance to give you loads of interesting (hopefully) information about our products. And along the way, we like to toss in some witty (we try) tidbits and even a few old-fashioned cartoons."
Introduced in 1970 as the Insider Report, its name changed to Fearless Flyer in 1985. It's free and remains the primary form of advertising for them today. But it's certainly not your average "grocery store mailer." It is written with personality and tells the description or story behind current special store products.
"Fall is here and we've pumpkin-ified every food group you could possibly imagine!" reads the "introductory" content from a recent fall Fearless Flyer (Oct. 9, 2012). "Pumpkin Soup, Pumpkin Chai, Greek Pumpkin Yogurt, Pumpkin Chocolate Mousse Cake... We've squashed it all in, along with many other treats and treasures (Organic Silver Dollar Pancakes, anyone?) Find it all at the place where great products always come with great prices (otherwise, what's the point?)... Trader Joe's."
The introduction to its Spiced Cider reads, "We've been selling orchards full of it for more than 20 years, and we anxiously anticipate its return, year after year. We are so truly happy when it comes back that we really need to share our joy. If we were in the same room with you, we'd share a glass; since we're not, we'll settle for sharing the news. And the joy."
Seven Trader Joe's content marketing lessons:
- Fall in love with your products or services and share that love with your customers. Your love for them will be contagious.
- Use personality in your marketing. Generic is boring.
- Be descriptive. Paint a picture. Help your customers to experience your products or services in the way you describe them.
- Tell stories! Tell them about yourself, your business, your employees, your products and services, and even about your customers.
- Use scarcity. Part of the reason fans want to read the Fearless Flyer is to see if their favorite products are back or what new products have come out.
- Build a customer mailing (and emailing) list. Just because your product or service is always on your mind doesn't mean it's always on theirs!
- Actually use your customer mailing list!