Where great investment goes into creating a weekly circular, both in production and distribution, retailers need to ensure that all marketing strategies are aligned to promote these same priced to sell products.
Online weekly circular – Make your circular available online. Also, do not rely on PDF browsers to display your circular if at all possible. Where the budget allows, outsource an online circular that allows your customers to navigate easily through your circular. This ensures that even those who do not receive your circular can avail of it, and where accessible versions are displayed, the visually impaired will find positive differences, as with Loblaws online circulars. A sturdy online circular will be the foundation of your online multichannel marketing initiatives.
Email – Update customers with products from your weekly circular. Give them a taste of the most appealing savings opportunities, and have them visit your online circular for the full flyer.
Search Marketing – If you are investing in a paid search marketing campaign, take advantage of this by featuring hot products within Google search. Give them a great call to action, don’t just say Me Too, say Buy Now Because It’s On Sale.
Mobile – A mobile site is very small, and will allow for only so much to be displayed in a timely manner. Feature your weekly circular products within this small space. Paid search marketing can also be utilized in mobile, much as with regular search marketing.
Reproducing weekly circular content in digital channels is far less costly than the cost of production and distribution of print flyers. Make sure you extend the reach of your circular products by marketing them across multiple channels. But what about some less obvious channels?
Facebook – Not really for the faint of heart, but it has been done, though often done badly. Retailers can use Facebook applications to market their products and/services, but to what extent can this be made useful and engaging to consumers? And this is where most go wrong (aka. TD Canada Trust app). There are tons of ways retailers could make this work for them, if they consider the needs of the user first.
Twitter – Keep Twitterers apprised of weekly circular products and savings. It’s not brain surgery.
Circular Blog – Have bloggers and independent reviewers discuss the products in weekly circulars. These can be useful in later product research as well as featuring new hot products as they are priced to sell.
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