Nothing says "we want you as a customer" like free groceries.
Instead of taking more traditional approaches to a new store opening, such as newspaper inserts, ads or radio spots, a Save-A-Lot in Louisiana decided to go directly to potential customers in the area with bags of free groceries.
In a test in a small town about an hour outside of Baton Rouge, Save-A-Lot delivered a bag filled with $10 - $20 worth of shelf-stable store brand items to about 1,000 homes within a mile-and-a-half radius of the store.
Mark Kotcher, director of brand marketing and design for Save-A-Lot, told Advertising Age, "We're always looking for new ways to break through. A lot of grocery advertising today is people saying 'Our prices are the lowest, our prices are the lowest.' Well, we believe in proof points and what better way than to take it right to [the customer's] front door?"
The store invited those receiving the free products to let their friends and neighbors know all about it. According to the article, one person wrote on Facebook, "Dearest neighbors ... come home for lunch! It seems there are free groceries being delivered by Save-A-Lot to your door steps."
"It's been tremendously successful," Mr. Kotcher told Ad Age. "We're glad it has legs, and we're thrilled that it's become part of the social-media landscape."
Discussion Question: What do you think of Save-A-Lot's approach to attracting shoppers to its new store in Louisiana? Does this type of direct marketing promotion have applications beyond new store openings?