Marc’s operates 55 stores throughout Cleveland, Akron, Canton, Youngstown and Columbus, Ohio. As an EDLP (Everyday Low Price) store, Marc's targets value-conscious family shoppers. Their inventory includes name brand merchandise in the food, health & beauty, and general merchandise categories. They are also known for their Closeouts Department.
Focus of the Point-Of-Purchase Audio Marketing
Because Marc’s everyday prices are already lower than the competition’s sale prices, they don’t have sales. Therefore, the Point-Of-Purchase content does not stress specific prices. Instead, we reinforce the fact that Marc’s customers enjoy greater savings, and then encourage shoppers to tell their friends and family members about their experience.
We also remind in-store shoppers about what they might need by spotlighting departments (meat, produce, etc.), specific product categories (baby items, pet supplies, greeting cards, etc.), and unique extras, such as Marc’s Discount Fuel Cards and Marc’s Prepaid Phone Cards.
For several years, Marc’s used another provider for their Point-Of-Purchase audio, but the program soon became stale. Marc’s Marketing Director Day Armelli likes that BusinessVoice content is always new, always focused on the chain’s core values, and always written with shoppers’ needs, budget concerns, and lifestyles in mind. BusinessVoice also serves as more of a consultant to Marc’s, proactively bringing new ideas and technologies to the Marketing department and assisting with broadcast and branding projects.
In-Store Audio Sells Product
The Marc’s Point-Of-Purchase Audio copy often suggests how certain products or categories can be used. We also include a specific call to action, encouraging shoppers to purchase the product. That tactic worked a little too well at least once. After only a few days of promoting different ways to use green peppers, Day Armelli asked us to stop running the message. “Every store is sold out of peppers!” she said. “Even our supplier is sold out.” A good problem to have.
Client Testimonial
“Marc’s is excited to be working with BusinessVoice on our in-store messaging. Their creativity is always refreshing and helps us communicate directly with our customers. They are prompt and efficient and have helped with many marketing initiatives. Since we have started using BusinessVoice they have truly become a partner in our business.” - Day Armelli, Marketing Director / Marc’s
Sample Script
This sampling of Marc’s Point-Of-Purchase copy suggests different ways that shoppers can add fresh fruit to their diets, encourages them to send cards to loved ones, and drives home the core value that Marc’s saves its customers money every day. Click here for a pop-up copy sample.
Audio Sample
Double-click the play button to listen to several examples of Marc’s Point-Of-Purchase Audio Marketing.
The Client