Rural Grocery Initiative

Module 10 - Raising Brand Awareness

Intro | Mod. 1 | Mod. 2 | Mod. 3 | Mod. 4 | Mod. 5 | Mod. 6 | Mod. 7 | Mod. 8 | Mod. 9 | Mod. 10

 

This module includes:

  • 6 templates (supporting documents)
  • 1 video (walking you through the documents)

How does your brand stand out from the crowd? In this final module, we’ll discuss various elements of raising awareness of your brand through four key lenses: advertising, loyalty, engagement, and destination. These categories overlap in many ways, but offer a helpful framework for understanding the numerous concepts of raising brand awareness.

In advertising, we’re looking at attracting new customers, while in loyalty, we’re looking at how to reward existing customers. Engagement talks about building goodwill with your community and customers, and finally, destination is about how to stand apart from the competition.

Between these four categories, we’ll identify strategies and ideas for raising awareness of your brand both old and new, simple and creative – from marquee boards and benches to social media, loyalty programs, and plastic gift cards. This module is full of ideas for you to make your own and includes five templates to help you get started.

 

Supporting Documentation

 

Raising Brand Awareness Concepts

This document offers a comprehensive guide to the ideas and templates covered in this module.

Social Media Content Template

This template gives a range of ideas, spanning from weekly to monthly, for social media post types.

Event Calendar Template

This template provides an example of what it might look like to create your own special events for your business, looking at the month-to-month big picture of what your store will offer.

Social Media Post Writing

This is a specific example of a successful social media post's caption/copy.

Text reading: Every once in a while, in an ordinary life, we get the opportunity to deliver an extraordinary act of kindness. A story that ends in free cookies… This evening, 1 minute before closing time, a semi truck driver walked in and asked if he could rent our forklift to reload the two bags of peat moss he’d dropped off his trailer because someone slammed on their brakes in front of him. Coincidentally, we DID have a forklift to loan, BUT the thoughts of risk and liability still flashed across my mind. What if he breaks my forklift? What if he gets hurt in the process? What if he damages his truck and tries to blame us? We’re a small business and can’t afford that kind of risk. Even so, the lovely person standing in front of me needed my help. Here we reach the moment of decision. Take the risk? Or lock up and go home? The pictures tell the story better than I can. The gentle truck-driving-forklift-operator said it best “Just when you think things aren’t working out for you, someone shows up and reminds you we’re all in this together.” By the end of the encounter I was getting hugged and offered money for the use of our forklift. Instead of accepting the money, I gave him (and the awesome Holton Kansas Police Department officer who helped) a free cookie, and sent them both on their way to safe travels. Best wishes to our friends, near and far, in this magical holiday season. We’re all in this together!!

Social Media Post Pictures

These images went along with the successful social media post example above.

Image of a police car behind a semi truck that had dropped a bag of peat moss. A forklift can be seen getting ready to move the bag of peat moss.

Shelving Reset User Guide

This user guide takes you step by step through the process of resetting shelves, which will become necessary once gaps start appearing on your shelves.

Timestamps

Click here to access a PDF listing the video timestamps.

 

Brand names appearing in this training are for product identification purposes only. No endorsement is intended, nor is criticism implied of similar products not mentioned.
Content curated and presented by Carly Whorton. Carly can be reached at carlywhorton@gmail.com.
Video editing credit goes to Maddie Billings. Maddie can be reached at maddiebillings14@gmail.com.