EVERYONE IS FAMILIAR WITH ADVERTISEMENTS OF RETAIL CHAINS WITH “PORK LOIN, 99 cents”. HOW DO YOU SEE THE FUTURE OF ADVERTISING CAMPAIGNS IN THE RETAIL SECTOR?
The fact is that in ten years the buyer will be interested in the price of products in the trade chain, and therefore it is important to provide this information through the advertising message, while access and brand as the carrier of the message is what is different. Personalization and campaigns that give customers a unique experience will mark the upcoming period in the marketing industry, not just in retail. That is why our task will remain to meet customer expectations and needs, but in order for our message to be noticed and remembered in a sea of advertising, we need to do this in an innovative way, respecting the value of the brand through which we send the message and perhaps make somewhat different campaigns in order to make a difference in the market.
TO WHAT EXTENT ARE LONG-TERM CAMPAIGNS IMPORTANT FOR BUILDING AND POSITIONING A COMPANY IN THE MARKET?
They are necessary, but often neglected because of tactical communications that are focused on prices and products. It is important to recognize what stage your brand is at. Only once, when launching it on the market, do you have the opportunity to position yourself and adapt to the target group you are addressing in the right way. However, if this is no accompanied with a long-term strategy and if you are not aware that the power of “adapting” today is the basis for a successful and sustainable business, you will quickly realize how dynamic the market really is and how much it requires constant innovation. A long-term campaign is a way to remain consistent in the message you are sending, thus building customer trust, but also differentiating yourself.
MAXI HAS BEEN CAMPAIGNING FOR YEARS ABOUT FAMILIES THAT PRODUCE FRUITS AND VEGETABLES FOR STORES. THIS YEAR, YOU HAVE CONNECTED THE TOPIC OF FRUIT AND VEGETABLES TO BEAUTY. HOW DOES ONE CONNECT TWO APPARENTLY DIFFERENT TOPICS INTO ONE SUCCESSFUL CAMPAIGN?
The Fruit and Vegetable Campaign is a great example of setting trends and adapting to the new market demands while maintaining a clear focus on the fresh range Maxi has been building for years. Customers continue to talk about campaigns with households from Serbia, Vitaklinci and Maxi School Caravan. Also, the reactions to the campaign linking women’s beauty and nutrition are extremely positive, with educational messages that were recognized, so “Healthy Beauty” (“Zdrava Lepota”) was certainly refreshing.
You can only build a brand if you do it in a consistent way and tailor the messages to your target audience through all channels of communication. We build our story strategically by positioning stores as a better place for shopping every day. While Maxi is always here to offer something fresh every day, Tempo is positioned as the place to shop for the widest range of products, recognizable for its lower prices of products for your loved ones, and Shop&Go shoppers are accustomed to shopping on the move and always having everything at hand in this chain of stores. For a campaign to be successful, it must be rounded in all business aspects. Circle elements are equally important and each one can be a start. So in the case of our stores, for example, this means that the advertising message with which we are addressing customers should be accompanied by the range of products and services, because that is the only way we can talk about consistency and trust.
TO WHAT EXTENT ARE “OUT OF THE BOX” CAMPAIGNS EFFECTIVE IN THE RETAIL SECTOR?
Messages that exceed expectations and go beyond the traditional modes of communication are always welcome. Campaigns like this elevate the entire industry to a higher level. These don’t always have to be big brand campaigns. The Maxi “Healthy Beauty” campaign has received a lot of positive feedback from the public, it has left an impression. It was there to make a difference and, more importantly, to point to the strategic focus of the company in promoting healthier nutrition. Personally, I believe that we are in an era of superficiality and instant messaging, and as a leader we are able to point to large social topics, and I would say that this is our task – to adapt, change, push boundaries, and above all, to retain a good neighbourly approach to all that.