WAM Grocery Store Booklet

GETTING STUFF DONE

FOR GROCERY STORES

Since 1999

HOW WE HELP GROCERY STORES COMPETE

We offer grocery stores an affordable way to compete against large entities like Giant, Walmart and Wegmans. We Get Stuff Done and Market The Things You Do Best.

We are an advertising agency that understands that the battle is won in-store. Companies like Wegmans and Trader Joe’s do their best marketing in-store and their customers become Raving Fans. These Raving Fans sell the brand better than any radio commercial ever could.

It’s a team approach where management and agency define what’s best, then we act!

*A major part of our business is grocery stores

INTRODUCTION

➜ We’re an Ad Agency That Loves the Grocery Business

➜ Vertically Integrated for Lowering Cost and Quick Turnaround Time

➜ Our Success Is Based On Our Ability To Generate Ideas as a Team and Execute Those Ideas Quickly and Affordably

➜ We Love Branding

✦ Developed Boyer’s Brand

✦ Advanced Karns Brand

➜ Farm to Fork (Also do a lot of Ag)

➜ In Business for over 25 Years, 21 Employees

➜ No Contracts

➜ We Love Routine Meetings and They are Free

TESTIMONIALS

I trust Weber Advertising to tackle a wide array of things for us, conventional and definitely unconventional, too. Bi-weekly meetings are very important to make sure we’re getting things done. We rely on Weber Advertising to effectively communicate with our customers every week and they do an awesome job. Even though we’re surrounded by larger competition, we’re growing!

Scott Karns President, Karns Foods,

Inc.

One of the things I appreciate most about Weber Advertising is their responsiveness. I’m always able to reach someone no matter the time, and they work towards a solution immediately. They bring ideas to our meetings and many of those ideas have helped our growth.

Andrea Karns Vice President - Marketing, Karns

Foods, Inc.

From the very beginning, we found Weber Advertising to be great at follow-through and in just flat out getting what we needed done. They were instrumental in developing our brand and since we’ve started working with them, we have averaged growth that has outpaced the industry average by 300% over the last five years. We’ve received national industry awards for our marketing efforts.

Dean Walker President, Boyer’s Food Markets

OUR OPINION

✓ We believe traditional advertising is becoming less relevant for grocery stores, which is good news for independent stores because outspending is no longer efficient. Traditional advertising is still necessary, but grocery stores can reduce their advertising budget and market in-store and in other “untraditional” ways. The result is more sales for less investment!

✓ We believe nontraditional opportunities like Point of Purchase, Custom Store Brands and One to One communications with your customers offer exceptional return on investment. We make harnessing these opportunities easy.

✓ Data is King. We will use your data to more effectively grow your business.

✓ We believe that the value we offer our clients lies almost completely in our ability to Get Stuff Done. We won’t be expensive or slow.

✓ We believe we can grow your business by creating branded products, in-store promotions and strong email campaigns.

WHAT WE DO #1

SELL MORE TO EACH CUSTOMER WHILE THEY ARE IN THE STORE

For Karns, we created a number of in-store brands like Karns Heavenly Sausage and sales climbed. We used point of purchase to show customers that Karns prices were better than Giant and our Store Specific Program continues to drive sales. We also redesigned the interior, produced graphic materials and installed materials using our carpentry staff.

WE HELP CULTIVATE RAVING FANS

Energize your customers so they promote your store while standing on the soccer field, at the church picnic or at the office water cooler.

WHAT WE DO #3

BUILD CUSTOMER LOYALTY BY STAYING CONNECTED

One of our biggest successes for our independent stores is our customer email program. One client has 70,000 names and another client won the National Grocers Association Award in Las Vegas for their successes.

We also launched online ordering, grew lists, created a recipe section and ran web contests. Google Analytics help us make it very effective.

WHAT WE DO #4

TRADITIONAL ADVERTISING AUGMENTS WORD OF MOUTH AND DELIVERS NEW CUSTOMERS

As a vertically integrated advertising agency, we save clients money and offer quick turnaround times because we provide production services “in-house”. We produce television commercials, radio commercials, direct mail pieces, in-store signage, window signs, billboards and brochures. We also work with a network of suppliers who provide the services when the scope of work is outside of our expertise. We are able to deliver effective advertising on quick turnarounds for less money.

STRATEGY : HOW WE ARE GOING TO WIN

✓ Promote Brand Benefits and Deliver a WIIFM for customers (Branding Mindset)

✓ Use data and technology to pump out Massive Amounts of Advertising at a low cost (Production Mindset)

✓ The old rules do not apply. We will Rewrite The Rules of marketing so they benefit us (Guerrilla Mindset)

INTRO TO POINT OF PURCHASE

✓ A Better Value

✦ What is the value of selling one more item to each customer?

✦ If you don’t tell them you have a great deal, who will?

✦ P.O.P. demonstrates value and frequency is cheap

✦ Become the conversation at summer picnics, church functions and cocktail parties by creating Raving Fans

✦ Brand Your Benefit

PROMOTIONAL IN-STORE

End Caps

Card Program

Aisle Tags

Center Aisle End Caps

Temporary Promotional Signage

Grocery TV Systems

IN-STORE PACKAGING

✓ Deli Programs that Scream Value

✓ Meat Programs

✓ Sausage Programs

✓ Perishable Boxes

✦ Donuts, Burgers, Bread Bags, etc.

✓ Smart Meals

✓ Local Produce

E-BLASTS

GUERRILLA MARKETING

Guerrilla marketing helps small businesses to promote in unconventional ways and is generally very affordable. It is the energetic and imaginative execution of promotional concepts. Larger companies tend to have a difficult time guerrilla marketing. For independent grocery stores, the challenge lies in the ability of the company to fully execute.

✓ Publicity

✓ Exciting or Heart-warming Events

✓ Street Team Events

✓ Happy Hour