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INTERNATIONAL SUPERMARKET MANAGEMENT CLASS
PRESENTING: EFFECTIVE EVENTS AND DIGITAL MARKETING
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Richard J. George, Ph.D., Professor, St. Joseph's University
Dr. Richard J. George is an expert in the areas of food marketing, brand strategy, business ethics and customer service. He has been interviewed by CNN, CN8 and NBC; he has been quoted in Business Week, Fortune, Time, Forbes, Woman’s Day, The Washington Post, The Chicago Tribune and The Philadelphia Inquirer.
Dr. George is the author of ten books, two of which were published in the summer of 2009: Winning Marketing Strategy: The Rules and Winning Customer Rules. He has received several awards for teaching excellence, including: the Lindback Award for Distinguished Teaching; the Marketing Management Association’s 2008 Hormel Meritorious Teaching Award; and an award for outstanding teaching from Saint Joseph’s University in the fall of 2008. In September 2007 he was one of nineteen professors nationwide named as a “favorite undergraduate business professor” and profiled in the Business Week feature, “Class Acts.”
His personal website (www.rjgeorge.com) details his books, speaking engagements, testimonials and quotes. Additionally, his Retail Wire blog (www.retailwire.com/BrainTrust/blog.cfm/rjgeorge) highlights Dr. George’s thoughts on key marketing issues.
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BOOKS
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Title: Winning Marketing Strategy: The Rules
Author: Richard J. George, John L. Stanton
Publisher: Raphel Publishing
A no nonsense rulebook to follow to achieve a winning marketing strategy. Successful marketers don't just get lucky or serendipitously find success. They tend to follow rules rules of strategy that transcend all competitive situations, from war and sports to business and life. This book will take you through the 10 rules for strategic marketing success with hundreds of examples of organizations that have successfully followed the rules.
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Title: Winning Customer Rules
Author: Richard J. George
Publisher: RJG Associates
Winning Customer Rules is designed to address your A to Z purchases from Appliances to Zip drives to everything in between including cars, electronics, furniture, groceries, home remodeling, jewelry, vacations or any product or service worthy of your hard earned dollars. After all it is your money that you worked hard for, why waste it? Winning Customer Rules offers a simple yet complete approach for dealing with the infinite number of decisions that confront you as a customer. What makes it special is its simple formula for customer satisfaction. With a little practice, you'll develop the habit of finding that satisfaction.
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Title: Delightful Customer Service: 12 Steps to a Better Bottom Line
Author: Richard J. George, John L. Stanton
Publisher: SLC Publishing
If you're like most business people, you probably think of customer service as a nice, little add-on that can boost your marketing and make it a bit more successful; or maybe you think of it more like a fire extinguisher: You haul it out to squelch customer complaints when they flare up.
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Title: Success Leaves Clues
Author: Richard J. George, John L. Stanton
Publisher: Silver Lake Publishers
Systematic steps for assessing a product, defining its marketplace, sizing up competition and structuring a campaign.
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Title: The Ultimate Consumer Survival Guide
Author: Richard J. George
Publisher: SLC Publishing
In 1962 President John F. Kennedy proclaimed four consumer rights: the right to be heard, the right to know, the right to safety, and the right to choose.
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Title: Delight Me… The Ten Commandments of Customer Service
Author: Richard J. George, John L. Stanton
Publisher: Raphel Marketing
One out of five of your past customers said they left you for "no special reason." The authors, professors of marketing at St. Joseph's University say that the reason is you may have satisfied them, but did you delight them? They speak to corporations around the world on using these ten "commandments" to increase business. Each "commandments" gives you case histories of businesses who delight their customers with worksheets to test how you're doing.
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Title: Twenty One Trends in Food Marketing for the 21st Century
Author: Richard J. George, John L. Stanton
Publisher: Raphel Publishing
This book describes 21 important trends for the food industry in the 21st century. It also details what participants in the food industry can do to take advantage of these trends.
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Title: Customer Power: Seven Steps to Get What You Want (and Deserve)
Author: Richard J. George
Publisher: RJG Associates
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Title: Running a Supermarket Consumer Focus Group
Author: Richard J. George, John L. Stanton
Publisher: SLC Publishing
For most of the recent history of supermarkets operators have focused on improving store operations and cost reduction.
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INDEPENDENT VIEW
Effective Events, Advertising and Digital Marketing: Establishing a Store Brand
Traditionally, food retailers consider brands to be those items on the shelf or rack that consumers come in their store to purchase. While this is true, it misses the concept and importance of branding. Food retailers have a tremendous opportunity to differentiate themselves, but only if they realize that they themselves are a brand. In fact, we're all a brand, whether we realize it or not.
You cannot completely control your brand. At best, it can be guided and influenced. But how do you establish it? By creating effective events and advertising that clearly differentiate your food retail brand from the competition.
This October, I will present on this topic at the IGA Coca-Cola Institute's ISMC in Atlanta. I will introduce the following 20 events and merchandising concepts, designed to positively differentiate your store from your competitors:
| • Extreme Merchandising |
• Focus on Sporting Events |
| • Focus on Fun |
• Don't Confine Your Events to the Inside of the Store |
| • Don't Forget the Pets |
• Add an International Flavor |
| • Celebrate Our Heritage |
• Don't Forget the Kids |
| • Focus on Great Tasting Food |
• Back to School is a Great Merchandising Opportunity |
| • Don't Forget To Dress the Part |
• Don't Forget the Big Kids |
| • Don't Forget Own Label |
• How About Merchandising a Complete Meal or Meal Ingredients? |
| • Tie in with Worthy Causes |
• Don't Forget the Store Entrance |
| • Make It Big and Worthwhile |
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| • Merchandise More Than Food |
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| • Focus on Emerging Trends |
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| • Generate a Media Event |
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In addition to identifying effective events, I will address the contemporary issue of how to make the Internet and social media work for you. The basics of Twitter, Facebook, blogs, mobile apps, etc. will be discussed, as well as how to use emerging technology to positively differentiate your food retail operation.
This is your opportunity to learn how to assure that your target audience clearly recognizes your store's identity (beyond the products on its shelves) and your target market is able to clearly distinguish you from competing retailers.
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