Gaining media attention is one of the most powerful ways to promote your brand and get your logo design into the public eye. Unfortunately, this can be easier said than done. The media has little reason to talk about businesses, especially not in a positive way that builds a brand. Many businesses deal with this by hiring publicists and taking measures to attract positive media attention. However, grocery and retail giant Tesco is instead creating their own media to ensure ongoing coverage.
Although many grocery stores publish small booklets with recipes and news items promoting their brand, Tesco’s new publications will be full sized glossies that consumers will buy from the newsstand just like any other magazine. Available this October in 2000 stores across the UK, three Tesco magazines named Food, Home, and Your TV Week will join Tesco’s current magazine offerings, Tesco Magazine and Real Food.
The magazines will be produced like any other publication, published by a well known magazine publisher, and edited by experienced staff. They will have target circulations and cost up to £1.99. They will appear to customers to be a normal magazine, which will make their pro-Tesco messages all the more powerful.
Will this marketing venture be successful? If it follows precedent, then it certainly may be. Tesco magazine has the fourth largest circulation in the UK. However, unlike the new titles, Tesco magazine is free. Will UK consumers be willing to pay for a marketing pamphlet, however glossy?
These magazines will give Tesco the chance to market their brand in a variety of ways. Customers will see the Tesco logo on almost every page. The brand can use this vehicle to introduce new items and show consumers new ways to use old favourites. Sales and promotions will likely be mentioned. A key difference from other media, however, is that Tesco will not be competing with other grocery stores for attention and publicity.
Does Tesco need this kind of publicity? Although it is one of the largest and best known brands in the UK, it likely needs all the publicity it can find. Retail is a competitive business, especially in a shakily recovering economy. Consumers are likely to patronise grocery stores without a great deal of thought, so there is a constant risk of losing customers should another company make an alluring bid for them. In short, Tesco, like most UK businesses, cannot afford not to market their business and keep their logo design fresh in the hearts and minds of consumers.
While many small businesses cannot afford to take these extreme measures to get publicity, there are several lessons to be learned here. First, media attention is worth courting, even at relatively high costs. Second, it is important to keep your brand in constant public view. Last, no business, regardless of its size or market share, can afford to overlook the important areas of marketing, branding, and logo design. In fact, having a smaller business presents more challenges, challenges that a consultant can help you overcome for long term success.