Branding a Unique Neighborhood Market (Strategy)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding a Unique Market

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  On our radio show Ask Those Branding Guys, we discussed branding and marketing of a unique neighborhood market.

Joining us on-air were Jane & Jay Winter – owners of Rancho Viejo Village Market, located in the Rancho Viejo neighborhood on Santa Fe’s south side.  Jane has curated a wide variety of high quality everyday essentials along with items to meet your entertaining needs including craft beer and an outstanding wine collection.  They also offer comfort foods for everyone from cookies and ice cream to gourmet cheeses.

The market is celebrating seven years in business and it’s been an exciting learning experience.  Their original vision of a specialty gourmet shop was not meeting the needs of the neighborhood so Jane has evolved the concept of the market based on feedback and she continues to respond to demands of the area.  The target audience for Rancho Viejo Village Market is customers who are within a convenient radius of their location. 

Jane recognizes the importance of a great customer experience and focuses on ensuring that store employees make everyone feel at home and greet each and every guest.  Employees are trained to then stay attuned to the amount of assistance a customer needs.

To get the message out about their brand, RV Village Market hosts a weekly wine, beer or spirits tasting on Friday evenings.  This allows customers to learn more about the market and sample specific products.  If this is no longer effectively drawing a following, Glover suggested it might be a good time to introduce the next exciting event.

Other avenues RV Village Market uses to distribute their marketing message include print, which was not as successful as desired and local radio commercials which are resulting in comments from many customers that they are hearing the spot.  Those Branding Guys suggested using direct marketing to reach residents in the local area.

Enjoy the show!

Once a Day Marketing™ inspires clients to brand bold.  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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