So this past Wednesday, MktSoc took a break from studying for midterms to hear Anna Kirsch speak about marketing at FreshDirect. Although most of us have probably never used the service before, the company has great brand recognition around NYC, largely in part to its trucks which are all over the streets. The presentation included videos about FreshDirect's high-quality blueberries, chicken, and corn. Anna's own experience started with her discovery of what she called the "perfect tomato" in her first order.
As a marketing nerd and a food nerd, I find FreshDirect's market position to be very interesting and unique. Also, it was made clear to us that since FreshDirect's target audience consists mostly of Career Moms, college students do not fall within their market, and therefore FreshDirect does not direct any marketing efforts towards us. At the same time, their main competitor at this point is Whole Foods, a traditional grocery store which many of us do visit frequently. I'm not sure whether or not this presents an opportunity for FD, but I do think it's worth noting.
Also worth noting is that since FreshDirect is in a highly competitive market, the company needs to use a lot of push marketing and traditional marketing (such as direct mailers) to expand and maintain their consumer base. So, while many of the concepts we've been getting exposed to while we're connected to the Internet all day are all about the benefits of innovative digital/social/viral/experiential marketing techniques, traditional media is here to stay. Even radio ads, they're still relevant and they still work!
Hope everyone has a great spring break! Woohoo!