Pete is the managing editor of Lawn & Garden Retailer. Contact him at 847.391.1050 or firstname.lastname@example.org.
Is Your Monthly Flyer Fearless?
Many of you swear by reaching your customer by way of inbox and mailbox with a seasonal or monthly or even weekly (hopefully not daily) enewsletter and mailer. Trader Joe's does, too.
The happy-go-lucky supermarket chain describes its monthly mailer, The Fearless Flyer, as, "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. 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."
Written with personality aplenty and sharing the interesting stories behind the products they spotlight each month, The Fearless Flyer strikes a balance between entertaining and informing.
Scott Aughtmon of Retail Wire highlights seven content marketing lessons we can learn from the grocer's fun flyers. Click here to learn them.
Purple For Pink
As Breast Cancer Awareness month comes to a close, here's a quick, feel good story from Al's Garden Center in Portland, Ore. Last week, Al's marketing manager Patty Howe sent me this note:
"Al’s Garden Center does participate in Breast Cancer Awareness; however we do it in September, when the Race for the Cure happens in Portland. Al’s staff has been touched by the disease and we make a unified effort to help increase awareness and support research. The Al’s Garden Center's 'Purple 4 Pink' team walked (a few ran, too) in the 2012 Race for the Cure in September through downtown Portland. Al’s team was coordinated by a staff member who is a breast cancer survivor. She organized the team, designed our 'Purple 4 Pink' T-shirts and walked the entire race with us. Our bright T-shirts stood out in the large crowd and the announcer said, 'Way to Go Al’s Garden Center’s Purple 4 Pink Team!' as we crossed the finish line."
During the week of Race for the Cure, Al’s Garden Center marks specific displays and donates 10 percent of the proceeds from selected pink-toned plants to breast cancer research and advocacy at Providence Cancer Care.