Special Community & Family Event Programs...
Opportunities:
There were many family entertainment and community programs that Wegmans
could
tie into or support. Their Shoppers Club Card program and Home Video department
offered ways to provide access to quality events.
Challenges:
Supermarkets
inconsistently tied into family and community events.
Solutions: Developed numerous
promotions tied in with family events, which included special discount
admissions and benefits based on using Wegmans Shoppers Club Card. Was
instrumental in developing advertising programs to promote commitments to raise money
for worthwhile charities. Many programs included solicitations for
manufacturer co-op funding and media partnerships.
Results: Wegmans'
perception as a good neighbor contributed to market share increases. Measurable
customer loyalty increased. Significant moneys were raised for
such programs as local United Way campaigns. Financial contributions from
successful manufacturer partnerships increased, significantly offsetting program
expenses. Participating events experienced increased attendance.
Additional
Success Story: A longtime volunteer organizer and marketer of
the "Wings of Eagles" Air Shows in Upstate NY, (which experienced
substantial growth in attendance over the years of partnership with Wegmans) was
able to successfully start and build his own business. The result was Mach
2 Management, a successful marketing company focused on developing events
and trade shows. Currently Mach 2, headquartered in Victor, NY develops
and manages events on a nationwide basis.
