Culture marketing is a strategy used by companies that allows consumers to peak behind the curtain and to learn about the company's core values and missions through its content, messaging, decor and even product offerings. Most companies have this information simply cited on their website, but the gist is in translating this information into something meaningful and real that will resonate with the consumer. This is relevant for current and potential customers, as well as current and prospective employees and potential investors/stakeholders.
Let's take a look at Trader Joe's:
The Trader Joe's website offers customers and visitors insights to the Trader Joe's story, and also provided a timeline, showing how the company grew and evolved over the years. Trader Joe's used this timeline to share details about a community that flourished over time, and to show the company's commitment to this important pillar. The Trader Joe's experience is unique to other stores, and is due to several carefully thought out elements that turn Trader Joe's customers into fanatics:
You're always met with a friendly cashier who will most likely remember you the next time they see you, and who will engage in meaningful conversation with you. I once left the store with a great podcast suggestion!
Additionally, the handwritten flyers, signs and prices creates a “homey” feeling with a personal touch, which further supports the idea of family and community, versus a printed standardized poster that's shipped out to all locations. That feels rather robotic, doesn't it?
They also reach out to their community via Instagram, and constantly provide updates on new products, as well as share cool recipes and fun kitchen ideas. They even offered free printable coloring books for parents and their kids to unwind and de-stress during COVID-19 times. Although this post had nothing to do with the products they sell, Trader Joe's took the extra step to show customers that they care about the emotional well being of the community.
Most importantly, Trader Joe's culture marketing is also evident in product choices, advertising great quality at great prices, with unique offerings from all over the world, further affirming inclusion.
Paired with their versatile product lines and unique offerings, this culture marketing makes Trader Joe's a go-to for many people and more often than not locks them in as fans and walking advertisements.
Are you a Trader Joe's fan? Let us know why below!