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Publix Greenwise Branding

Publix Greenwise Branding

Shannon Patton--life-long Publix champion shared insight and wisdom into how one of the area's hottest brands keeps it fresh.

First let's start with some history and fast facts about Publix Supermarkets:

George W. Jenkins opened first store in 1930 in Winter Haven

1940 reopened "Food Palace" innovations 1st air conditioned, electronic doors, piped in music, 8 feet wide (VW bug could fit down the aisles)

It is the largest employee-owned supermarket operating in 5 states

140,000 associates

100 best companies to work for since the Forbes list has been around

PIX--13 gas stations

4 Hispanic stores

Owns Crispers

How does Publix generate 23.9 billion dollars in sales?

They go "where customers are"

They start small and take awhile to grow and do this for a reason. It helps ensure that they are putting the right products in the right stores.

Investigating the Greenwise Market brand

How did this happen? 1996 is the first time they had Greenwise products in a store and they multipled across store.

They found that a lot of customers wanted high quality products at a competitve price

Paper products were the first to launch, well technically, Toilet Paper was the first to launch

They have exceeded $1 billion dollars in sales

How did they do it?

Publix made it simple by categorizing it into 3 groups

1. natural

2. organic (USDA)

3. earth-friendly (no chemicals, no negative impact on environment)

They also studied the location where the Greenwise products and sections are physically located within the store AND the type and maturity (awareness and use level) of customers at each store

They found that often they could group the Greenwise products on the same aisle as other products but they put on the products on specialized shelving that stands out

Analyzing the Publix Greenwise Customer

heath conscious (believes in prevention) purchase supplements and vitamins

environmentally conscious (protectors of the earth, purchase recyclable products)

Foodie (trends, experiment high-end products, exotic products)

Opened first stand alone Greenwise Store in 2007 in Palm Beach Florida

Lessons Learned Along the Way

Greenwise customers still purchased conventional items as well!

Educate associates, right people in the right position (knowledgeable and training)

Create the right product mix

Marketing the Brand

billboards

40% read it in the local newspapers

30 second spots after news

radio remotes at every new store

weekly ad and flyer in newspapers

word of mouth

Community efforts are KEY to success. 2-3 times a week, every weekend

In Store Events

Media Opportunities

weekly ad specific to each area (zip code)

Here are two KEYS to Publix success

1. used community contacts to help spread the word. They would send invitation 2 days before where customers could spend $30 in the store.

2. invite media

Future Plans

Combining the best of Greenwise and supermarket.

Not in social media, slowly but surely getting into it.

One last thought, and perhaps, the most important:

The closest Greenwise Store is in Hyde Park, Tampa.

Opportunities in December: Publix Branding and Blood Drive

December is full of opportunities to learn, grow and share.

Blood Drive CWC FPRA vs. AdFed
THROUGH Monday, December 14th

Tis the season to help those in need by giving blood at Suncoast Communities Bloodbank. 

Remember to mention FPRA or code 3934.  Learn more.  

Professional Development Luncheon: Tough Times Never Last - Tough Brands Do
December 17, 2009, 11:30 a.m.-1 p.m.
Fleming's
Fee: $25 CWC and AdFed Members $30/Non-Members

Unmistakable brand identity, customer loyalty, community service. This Florida-based company is the largest employee-owned supermarket chain in the United States and it continues to stand the test of time.

What company comes to mind? The December program will disuss the evolution of the Publix brand along with strategic marketing, PR and community outreach efforts that launched a new brand identity known as Greenwise. Future plans for this venture and other business initiatives will also be revealed. You won't want to miss this program. Take away key points that every PR and marketing professional should know.

An additional plus for attending--we are partnering with the American Advertising Federation (AAF) of the Suncoast. Take the opportunity to meet, network, and expand your horizons with AAF members.

To register, visit www.cwcfpra.org

Poynter Institute’s Sara Quinn Headlines Media Breakfast

At FPRA CWC’s annual media breakfast, Sara Quinn of St. Petersburg’s incredible Poynter Institute provided the insights public relations professionals need to design messages for today’s changing media world.

All of the tools for communicating our messages are changing so quickly, and we just have to accept that reality. Things are changing every minute. We have to be curious and figure out what’s coming. Something new will be coming this afternoon, not next week.

Every story that comes up has to be defined before it receives the go ahead. Sometimes there is a very short period of time to tell someone what your story is.

How do you find the heart of your story? That’s what you need to engage an editor’s interest. What are the best ways to tell your story? What is your 20 second elevator pitch?  If you had 20 seconds in the elevator with Bill and Melinda Gates, what would you say? It’s often the amount of time you have with anyone.

Audio can be a very powerful tool to give people a sense of your environment. Video, writing, timelines, animation, interactivity, polling, games, databases, commenting, ranking, etc. are all important vehicles to tell your stories. 

Linear storytelling—like going to the movies, where you’re led through the story—is a type of story. Nonlinear storytelling may allow people to enter through an RSS feed and see a piece of your story somewhere in the middle.

What can you convey with sound and motion? 

How can you tell a highly complicated story?  Sometimes the press releases stack up and no one looks at them.  This is a really important way to get a story out, but there are other possibilities.  Texting, e-mail, social media, etc. are all ways to connect. 

Find a way to focus the story, allow people to follow an emotion and put a human face on it. Find extremes among a stack of data. 

How do you create the perfect pitch?  It’s different for television, magazine, newspaper, social media, etc.  Here are three tips for pitching:

1.    Keep it simple. Think in terms of a single sentence. Make it that simple.  Try to boil it down to three words. The pitch to Steven Spielberg for Chicken Run: “It’s the Great Escape…for chickens.”

2.    Show, don’t tell. How can you use one word, or one image to convey an emotion to get attention.

3.    Pitch stories, not topics. The price of gas is a topic. But gas prices in the US compared to the rest of the world could be a story. Veteran’s Day is a topic. But the caretaking relationships between veterans might be a story.  If there’s an event like a parade, the story is why there is a parade. Think of the people involved.

Many editors and reporters delete 100 e-mails a day or more. And often the deciding factor is the subject line—the most important part of your release. 

Sample pitch cards for newspaper, television, radio and social media were distributed. Audience relevance is important, and that is based on the type of media among other things.

For newspaper stories, immediacy, in-depth, and timeliness are key. Interesting visuals are important. With magazines, there is a more selective audience. There is a 6 week to 3 month advance deadline. In-depth analysis, trends and features are important.  Uniqueness is important as well.  Radio should be very personal. With social media, the story must be quickly told and attention-provoking. You will have more control of how the story is told when it is self-published in this way.

Don't Miss Your Chance to Pitch to the Central West Coast's Most Influential Editors and Reporters

Now is your chance to get your message in front of 8-10 of the area's most influential reporters! This Thursday, Nov. 19, 7:30 a.m.-Noon at the CWC FPRA's Annual Media Breakfast is your chance.

Here's who you will get to meet:

• Alexis Muellner, Tampa Bay Business Journal
• Melissa Parker, Assignment Editor, News Desk, WWSB, ABC-7
• Anthony Cormier, Sarasota Herald-Tribune
• Jeff Orienstein, Editor, Living Out East
• Heidi Krupiela, Editor, Sarasota Observer
• Mark Gordon, Gulf Coast Business Review
• Kim Cartlidge and Diane Egner-Tampa 83 degrees
• Maddux Report
• Louise Bruderle, West Coast Woman
• Barry Tarleton, SNN6
• Ray Collins, Freelance, WEDU, Gulf Coast Journal
• Ed Scott, North Port Sun

In addition to this face-to-face opporutnity, you will the first to get a copy of the 2009-2010 Media Directory for just $25.

To learn more visit www.cwcfpra.com and register at rsvp@cwcfpra.com. The price is $50 for members and $60 for non-members.

Thank you to our generous sponsors: Grapevine Communications, Marie Selby Botanical Gardens, Sir Speedy Pringing, Comcast Spotlight, The Community Foundation of Sarasota County, dock29-a marketing agency, conomic Development Corporation of Sarasota County, Focused Films, Girl Scouts of the Gulf Coast, Koala Tee, Inc., Ritz-Carlton, Tricia M. Foster, WEDU and Willis Smith Construction.

Hope to see you on Thursday!

Learn Art of Pitching in the CWC FPRA's Hands-On Fall Media Seminar

Registration is in full swing for the CWC Annual Fall Media Breakfast: Designing Your Message to Pitch in Today's Changing Media World.   

Join FPRA's Central West Coast chapter on Thursday, November 19 from 7:30 a.m . to 12:00 p.m. at the Selby Gardens Great Room for this hands-on apporach to learning how tto make a perfect media pitch with coaching from the pros.

• Learn tips and examples on how to design your pitch from Poynter Institute's expert Sarah Quinn
• Pitch your organization's story in person to 8-10 of the most influential reporters and editors on the Central West Coast of Florida in a unique "fast pitch" format.
• Obtain CWC FPRA's 2010 Media Directory at just $25
• Network with PR resources at our Information Fair

Register at rsvp@cwcfpra.com. Registration is $50 for members and $60 for non-members.

Learn more about CWC FPRA.

WALK-IN REGISTRATIONS: All unregistered attendees will be charged an additional $5.00 over and above the cost of a member or non-member registration. We encourage you to pre-register through PayPal for our events. CANCELLATIONS must be received by Noon two business days prior to our event date as guarantees have already been made on your behalf. Cancellations must be emailed to rsvp@cwcfpra.com. Cancellations not received as indicated will be charged the full member or non-member registration price of the event.

How PR Pros Avoid Legal Woes: 10 Fatal Assumptions Made by PR Professionals

Douglas, A. Cherry, Esq. with the law firm Shumaker, Loop & Kendrick, LLP shared with the CWC chapter 10 fatal assumptions made by PR professionals that can land us in hot water if we are not on our game.

Fatal Assumption #1: We pay for it so we own it.

This pertains to copyright issues. For example, when a couple hires a wedding photographer for their wedding, the photographer owns this images, not the couple pictured in the photos. This is a common misconception. 

Let's look into the issue of copyright for a moment.   Copyrighting promotes artistic and literary expression, not ideas. It does not protect facts, procedures, methods or concepts. Copyright owner's have a bundle of rights and they can license out parts of the copyright.

Pay special attention to independent contractor/off-duty employee contracts and doctrines. Make sure you have all i.c. and off-duty employees sign a detailed work for hire contract outlining the scope of employment, a written assignment. Otherwise you pay for it and they own the work, thereby, having the ability to do what they wish with the work.

Obtaining a copyright is inexpensive and rather easy to do.

A written agreement also pertains to joint persons working on a project, this includes working with website designers.

Fatal Assumption #2:  If we modify someone else's text to a certain degree, then we can use it in our marketing and advertising materials.

There is no easy rule for this so it is best to assume infringement even with the smallest of text taken.

Fatal Assumption #3:  I saw this great image on a Website and want to use it in our materials. No one will care since it is only one picture.

Just because it is easy to get a picture off of a website does not mean is it legal to do so. It is best to get permission from the owner of the image. 

Cherry offered this practice tip: Be cautious of stock photography sites

Fatal Assumption #4: We got some great photos at our last event, including some pictures of kids and guest celebrities. Let's post them online.

Remember the Right of Privacy laws

Right of Publicity--unauthorized use of name or likeness for any commercial or advertising purpose without consent. News-worthy publicity is the exception.

Practice Tip: Remember who took the photos? Do I have the right to use these images without their consent?

Fatal Assumption #5:  We have been using the names, logos and slogans for our company or advertising campaigns for years, so no one else can use them.

This brings up the issue of Trademarks.  A trademark is any word, logo or package design (or combination thereof) used by a manufacturer or merchant to identify its goods and distnguish them from others. This includes brand names such as Coca-Cola, designs such as the Gator logo and slogans and even trade dress consisting of graphics, color or shape of goods or packaging.

A trademark is acquired to use in commerce. Registration is not necessary, but very helpful as it will give you nationwide priority of the use of the name, logo, etc. For example if you set up a company with the name Yummy Fruits and Nuts Company in Sarasota, someone may be able to use the same name in Orlando, Miami or elsewhere limiting your ability to grow into that market. It is best to register your trademark.

Some tips for good trademark names:  never use generic names (if so you maybe able to only use it for 5 years); choose descriptive, suggestive, arbitrary ro fanciful names.

Here are some practice tips for trademarks:

• Carefully select yoru trademark
• Request a clearance search
• Consider and Intent-to-Use trademark application
• Obtain the domain name and any variations
• Obtain state registration if it is a pre-requistie
• Send a press release and start marketing
• If not Intent-To-Use, then seek registration

Fatal Assumption #6: Of course our independent contractors, volunteers, and partners may know our confidential information, but they know not to reveal any of it. It's common sense to keep that information to one's self.

What is a trade secret? Information, including a formula, pattern, compilation, program, device, method, technique or process that derives independent economic value by not being generally known that is subject to reasonable efforts to maintain secrecy.

Remember that what doesn't work is also a trade secret.

To best protect yourself and your company/organization, create a mult-faceted protection program that includes, but is not limited to, only providing information to people on a need-to-know basis, lock the information securly, restricted copy facilities, password protections and following NDA agreements.

When an employee departs an organization/company, conduct an exit interview and have them return information.

Fatal Assumption #7: We don't really need to have a firewall or password protection for our servers and PC's. No one would think to hack our system.

Hackers are using social media more than ever know. Do not share, collect or store unnecessary personal/financial information on-line.  Ask yourself, do you need to keep your company records?

Fatal Assumption #8:  I would hate to ask someone who is helping our organization to sign anything.

Don't undervalue your business. Protect yourself.

Fatal Assumption #9:  A non-profit does not have to worry about complying with SPAM or blast fax laws.

Blast Fax/TCPA litigation is rampant. The CAN-SPAM Act applies to non-profits and corporations.

A few SPAM requirements include:

provide a clear and conspicuous notice to opt-out

Be clear that the mail is an advertisement if it is.

Provide a clear subject line

Fatal Assumption #10: We don't need to spell out for our employees what they should and should not be doing online. They just do their job with our clients and that's it.

Draw line between business, social and personal regarding the use of emails and social networks.

Draw up a social media policy and monitor employee sites.

Shew! What a great, and informative, presentation. It leaves a lot for all of us to think about.