278: Breaking Out of the Sea of Sameness with Save A Lot’s Tim Schroder

Marketing Today with Alan Hart

Tim Schroder is the SVP of Marketing at Save A Lot where he focuses on delivering quality foods and customer experience.

In this episode, Alan and Tim cover what Save A Lot is and how they compete in the grocery category. They also discuss modernizing and revamping the company and the brand refresh with a new marketing campaign. When embarking upon a major update of their brand, Tim says, “When I started looking at the competitive landscape and saw what the other big and small grocery chains were doing, I just saw a sea of sameness.” Listen in to hear how Save A Lot leans into modernization and stands out from the crowd.

In this episode, you'll learn:

• How to think about modernization in marketing
• Where you should be listening to your customers
• Staying ahead of the curve of digitization
• The power of music in campaigns

Key Highlights:

• [01:14] Tim's career as a mascot
• [02:20] Tim's journey to marketing at Save A Lot
• [04:11] What is Save A Lot?
• [05:37] What brought Tim to the grocery industry
• [07:24] Their modernization project
• [11:00] The importance of listening to your customers
• [14:02] “Like a lot, a lot” campaign
• [20:04] Breaking out of the sea of sameness
• [22:16] An experience that defines Tim, makes him who he is
• [24:01] Tim's advice to his younger self
• [25:15] What marketers should be learning more about
• [26:02] The brands and organizations Tim follows
• [28:08] The biggest threat and opportunity for marketers

Resources Mentioned:

• Save A Lot
• Tim Schroder
• Jay Clemmons (early manager and mentor)
• Save A Lot Modernization & Investment
• Save A Lot Brand Campaign
• VIA Agency
• Save A Lot Music Video
• J.B. Steenkamp on Marketing Today Podcast
• Brands Tim follows: Apple, Nike, Target, and Chick-fil-a

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