Each Earth Fare grand opening comes with its own set of challenges and opportunities. We determine how to tackle them based on extensive market research that includes analyzing the competitive grocery landscape, gaining an understanding of news media outlets, and identifying online influencers who can help us get the word out.
To create ground-level awareness and gain insights about our communities, we work with Earth Fare to establish a Community Advisory Board a few months before opening day. This board is made up of community members who share an interest in healthy lifestyles, and learning about their concerns and sensibilities helps shape our messaging strategy and promotional tactics leading up to the big day.
Earth Fare grand opening planning begins well in advance of the event. We start by deploying a series of press releases and media kit mailings over the course of about six months. Our goal with these outreach initiatives is threefold:
We extend the strategy beyond traditional news media to include bloggers and key influencers in each market, hosting behind-the-scenes walkthroughs for them. These events include food sampling and staged photo opportunities, which result in a number of shared social media posts.
During the week leading up to the grand opening, we embed ourselves with Earth Fare’s marketing team, entertaining key influencers and media members, hosting VIP events and assisting in day-of logistics – but our efforts don’t end there.
Following each event, we maintain media and influencer relationships to support Earth Fare’s core marketing initiatives and ensure the brand remains top-of-mind over the coming weeks and months.