Branding a Santa Fe Spice Shop (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Kate Wheeler and Savory Spice Shop

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding a spice shop here in Santa Fe, New Mexico.

Joining us on the show was Kate Wheeler, owner of the Savory Spice Shop. Kate is a trained chef who has worked internationally and went to work for Savory Spice Shop when she returned to the US 10 years ago.  As she moved through management at the company, she realized her goal was to own her own shop and launched that dream a year ago.

 Kate shared that Savory Spice Shop has many unique attributes which appeal to customers. Spice blends are ground fresh; small quantities are available; customers are able to not only smell but actually taste the spices and prices are lower than grocery store products. In addition to spices, Kate offers a Spices 101 class for novices along with a variety of other classes.

During her first year in business, Kate notes that the segmented market here in Santa Fe has been a branding challenge. Social media does not work well and it takes more effort to reach the various groups of target customers. Kate believes face to face contact is important as is being part of the local community.

The most effective advertising channel for Kate has been print media, customers respond well to ads that include a free product offering to visit the shop. Savory Spice Shop also promotes in partnership with other organizations and participates in local events.

That Branding Guy noted that Kate is using a great strategy to enable customers to make a purchase they otherwise may not. The Santa Fe location of Savory Spice Shop offers free shipping within New Mexico.  This is one less barrier for a customer who is visiting and may not want to carry a purchase with them.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers.Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com.Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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