Step One: Don't just say it, show it !!
I have to say as the largest surpermarket in AUS, WW broadly use the social media to "show" and transfer their message to the customers, it is successful to step to authenticity. Now, have a look how WW use these media to show it!!!
Show on TV
Since 1987, Woolworths introduce the company's slogan, “The Fresh Food People”, this famous slogan is still used in their new commercial in 2008, to transfer the message “Woolworth don’t sell fruit, vegetables and groceries, we sell fresh”, simultaneously, the song “Were fresh food people because you are” has win the great popularity. The commercial try to build up a warm and happy community, in this commercial, a lovely kids is planting a avocado in the garden, a parents and their children are going to catch the crab, and a grandmother pick her home grow vegetable to her neighbour.At the end of commercial, the words “We’re fresh food people, because you are” remind the customers they need fresh and Woolworths can provide.
Show on Official homepage
The website of Woolworths is not only release advertises, but also for building a net community and build up the long-term relationship to the customers. A large amount of information can be found in Woolworth official web pages, including price promotion news, fresh food ideas, financial services, etc. Customers can scan the prices news by their iphone, and shopping through online.
Step Two: Immerse in the environment & Avoid the temptation to exploit brand for commercial gain
Since this programme build up, 8 million have raised and more than 50 hospitals have build up the partnership with fresh food kids hospital appeal programme, in Adelaide, Women’s & Children’s Hospital, Adelaide Broome Hospital Gove Hospital are involved. All these contribution is for avoiding the temptions to exploit brand for commerical gain. That is one of the strategy to build up the long-term relationship with customers by reinforcing core brand value. What is WW's core brand value, fresh food or good services, or any others. In fact, WW create a image of caring people's lives.
Step Three: Don't be afraid of letting consumers in
The homepage of Woolworths is one of the most successful communication media are applied to customers, because it not only promote their brands and products, bu also let consumers engage in the atmosphere. For example, the target customers are young and middle age people who are widely used Internet in computer and smart phone. Maybe some of them are not available to watch TV, but they keen to know more news about the health and food, they are willing to share their cooking experiences and opinion. All these demand are satisfied by the web stage, and the homepage is the best intermediary to build up the long-term relationship between Woolworths and customers, customers to customers, and Woolworths become one part of their life.
Moreover, WW smartly contribute the efforts in conmulity. Since Woolworths launched, a series of public relations activity are extensively develop, most of them are related to the social responsibility, like employment, community grants and fresh food kids programme. “Hospital Appeal” is one of successful activity in fresh food kids’ programme.
When people shopping in Woolworths, they can donate money to “Hospital Appeal” grants, and every dollar raised will go towards medical equipment of children, improved facilities and research for children’s hospitals.
Since this programme build up, 8 million have raised and more than 50 hospitals have build up the partnership with fresh food kids hospital appeal programme, in Adelaide, Women’s & Children’s Hospital, Adelaide Broome Hospital Gove Hospital are involved. All these contribution is for avoiding the temptions to exploit brand for commerical gain. That is one of the strategy to build up the long-term relationship with customers by reinforcing core brand value. What is WW's core brand value, fresh food or good services, or any others. In fact, WW create a image of caring people's lives.
As the largest supermarket in Australia, Woolworths hope to let more customers in, know more demand, favor, expection and suggestion from the customer side. So, the social media were widely used by Woolworths to get the feedback from customers. Customers can directly contact WW by the official web or go to facebook to issue the comments. However, when i search Woolworths on Twitter, it is still blank. So, it will be open soon in the near future.
Jiale Wang
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