I’m always on the lookout for genius #marketinginthewild ideas, and the other day I remembered one from a long time ago – my university job at Chemist Warehouse.
Chemist Warehouse positions itself as Australia’s cheapest chemist, with the brand promise: “We beat everyone’s prices.”
But rather than simply splashing this across its signs, shopfronts and catalogues, Chemist Warehouse takes it a step further. When I worked there, it was embedded into our staff training so that it flowed through every customer interaction.
When working on the tills, it was policy that we had to tell every customer how much they’d saved by shopping at Chemist Warehouse.
Whether it was 20c or $200, we were asked to draw the customer’s attention to it every time – reinforcing Chemist Warehouse’s positioning as Australia’s cheapest chemist and giving them a great reason to shop there again.
What seemed like a simple idea was actually an incredibly powerful prescription for making sure the brand difference was articulated at every possible opportunity.
Incorporating the Chemist Warehouse branding trick
You might be thinking “Yes, great – that’s all very well for a huge national chain like Chemist Warehouse… but I don’t have face-to-face access to thousands of my customers every single week.”
But the truth is, there are plenty of ways to add this trick to your marketing arsenal – regardless of the industry you’re in or the size of your business.
It all comes down to asking yourself two key questions:
- How can we reinforce our brand message?
- How can we make it repeatable?
Your clients (and potential clients) will encounter multiple touchpoints when engaging with your business, such as your newsletters, website, social media and other marketing materials.
These are all valuable opportunities to communicate your brand promise and explain what makes you different – regardless of how people discover or interact with you.
Clarity and repetition are the key here. Whether someone’s watching a social media video, reading your latest email or filling out a form on your website, they should understand the core reason you exist – and how you can help them.
Get your team on the same script
The other clever part of Chemist Warehouse’s strategy was getting every single team member on board – and that’s something you can easily do as a small business owner.
We recommend starting from the get-go: include your brand promise in recruitment adverts, discuss it during interviews and make it a core part of your onboarding, team guidelines and meetings.
Using these seemingly small moments to repeat your messaging and reinforce your values can make a huge difference to the way your people – and your customers – perceive your brand.
It also ensures that everyone representing your business knows what you stand for and can articulate how you stand out from the crowd.
Our opinion? This clever marketing trick is just what the doctor ordered.
Need help figuring out your brand differentiator or knowing how to repeat it throughout your marketing? Book a free Marketing Kickstarter and let’s chat.
Want more #marketinginthewild inspiration? Read our articles “What’s Your Oh Cr@# Moment” and “What Hairdressers Can Teach Us About Marketing”.