Big Y Lets Talk Local Outreach Event

I recently attended Big Y Supermarket's “Let’s Talk Local: Partner with Big Y” Event.  It was one of the most welcoming, insightful, helpful and generous outreach events I have attended.  Event was an opportunity for Big Y to meet potential vendors, both food/grocery brands as well as services. They welcomed services ~ how great is that?  That’s us!  If you are a photo stylist, food stylist, creative ~ that’s you. 

BIG Y EVENT FORMAT & WELCOME

Event was designed to provide an overview of who they are, what they look for in a potential partner and steps involved in the onboarding process.  They said “we value the chance to answer questions and share information that can help determine whether a partnership would be a good fit”.  They did that and THEN SOME.  Format was mingling/social, panel discussion, Q & A, breakout sessions AND as we were leaving gave us a delicious “Goodie Bag”!  Yes, I tried everything! We as attendees love a goodie bag, but also this was great for the vendors who generously contributed to the Bag. Just one way they help their vendors ~ including them in a goodie bag to get exposure for their product and brand. 

Yes, we all wanted to work with Big Y, but I couldn’t help but experience event from business standpoint. (& to share with you as you prospect for your own business.)  With 90 years in business, 10 more store openings to reach their 100 store locations for their 100th year anniversary, they know business, how to treat their vendors/partners and how to embrace and “love-on” their customers and community. 

A WARM BIG Y TEAM WELCOME

From the moment I walked into the meeting, I was welcomed and warmly greeted at the door with several Big Y team members and family member. (Big Y is a committed and engaged family business from generation to generation here in our area.)  Upon entering event, MORE team members were enthusiastically greeting everyone! From there Aimee, executive in Communications, welcomed me and knew who I was and what I do!  So impressive and welcoming, right?!  It’s a friendly (& prepared!) group over there at Big Y! ~ love that.

For the Panel Discussion, Aimee moderated beautifully with over a dozen questions that she knew would help potential vendors and questions we were asked to give on pre-registration survey.  Panel members was mix of Big Y Team members and current Big Y Vendors. (So great to get both perspectives) and then it opened up to questions.

IF YOU WANT TO WORK WITH BIG Y, THEIR ADVICE IS:

Be honest and transparent. 

Pay Attention to Packaging. Everything from font size, graphics, your company history/story, health requirements, and accurate breakdowns.

Trends. They are important. Know the trends in your category. 

WHEN YOU BECOME A BIG Y VENDOR, ADVICE IS:

▪︎  Know Your Sales Data
▪︎  Be Present in the Store
▪︎  Establish Relationships
▪︎  Know Staff/Team in Your Category.

Very similar to what we talk about here on Blog with getting (& keeping) clients.  Be honest, know your data, be present and engaged, be on point with your product (In our case, your service of styling) establish and keep relationships.

Wanted to chat with you about this meeting, because it’s what I always suggest you do. If you want to work for a company, outreach to them, go to in-person, community/outreach events they host to meet company and team members.  NOW . . . not every company, has an Aimee.  (She was great! Organized, helpful and personally introduced me to the person in the company that she thought I could meet with.)  Whether you make connection at the event or not, learn and take notes of thoughts, lessons and advice from the company and appreciate the positives you gained from attending.  From attending this event, this is what I learned:

Got Clear Picture of Company Values. Learned they are honest, transparent, helpful, collaborative, generous and the heart of their "why" ~ "will our customers trust and love your product".

Company Culture. During social mingle, met team member who just attended company trip and we chatted about it.  Chatting with team members (in addition to the Panelists) will always give you an indication of how it is to work for/with the company. 

Questions Answered. Everyone's question really was: How do I work with Big Y?  My specific questions were: 

▪︎  Do you have a creative department?
▪︎  Where is your photo styling done? 
▪︎  Do you use mostly stock photography?
▪︎  Do you have style needs inside the stores?
▪︎  Would it be helpful for your vendors to have styling tips workshops?
▪︎  Do you have a need for a recipe developer?

Many people don't know food stylists develop new recipes for clients to share with their customers as well as styling the food. 

So, remember you have transferable skills. If you can style, you can in-store merchandise style. If you can follow a creative brief ~ you can follow a retail plan-o-gram.

Meet Team members. Everyone was SUPER friendly. Extend yourself and meet the company team!

I know it seems like I asked alot of questions! ;) All my questions were answered so patiently by the Team. (& really is was more of a conversation than asking questions.)

WHAT WAS REFRESHING ABOUT THIS EVENT?

No mention of Influencers, Social Media, or UGC (User Generated Content).

Refreshing, right?!  Just an “ol fashioned” approach of focus on having a great product, be a part of your community, know your data and stay engaged by establishing personal relationships with the stores.  NOT every company is looking at your social media following, your social numbers (or using them as a major approach in sales or weighing them in a decision as to whether to hire/work with you.)  Yes, Big Y Instagram does have paid partnerships. But . . . what is the "core" ~ what do they really want?

▪︎  They want you to be on top of your product.
▪︎  They want you to be transparent and honest.
▪︎  & they ask themselves ~ "Would our customers trust and love your product"? 

It was clear that Big Y is concerned about the community and their customers by providing them quality products they will trust and that they will love.

HAVE I TRIED TO WORK WITH BIG Y?

So, littl’ Big Y background for ya. You may know from many of my “In the Creative Studio Video Conversations", I usually do in-person “pop in”  to companies I would like to work with.  I have outreached to Big Y for a long time and have done a “pop in” to their corporate office about a year before this event.  I have also connected with my favorite Big Y Store management for help in connecting. (See some possible reasons you're not connecting below.)

HOW DID I HEAR ABOUT THE EVENT?

Subscribe!  I’m on Big Y mailing lists as a customer as well as for their Blogs. They sent out notice/questionnaire via email for this event.  Be on the lookout for meetings, outreach events, job fairs, meet and greets with companies you want to work for. You can learn about them via their newsletters, blogs and social channels.

If you don’t make a connection the first, second, maybe even third time, don’t get discouraged.  It can be a variety of reasons:

▪︎  Maybe you didn’t reach the right person.
▪︎  Maybe the timing was not right.
▪︎  Maybe they don’t have a need for what you do.
▪︎  Maybe they have someone who “does what you do” and are happy with them.  
▪︎  Maybe they don’t hire in-house ~ they outsource creative.
▪︎  Maybe they only use stock photography.

There are a variety of reasons.  If you want to work for the company ~ don’t give up.  We often talk about the reasons not to give up.  Situations, needs, turnover and change happens.  In the meantime ~ be patient, consistent and persistent.

So, did we schedule a future meeting to see if we would a be a good fit together?  Yes, we did. Stay tuned. ;)

Bonnie ~

 

ABOUT BIG Y BRAND

Big Y operates supermarkets, Table & Vine fine wine, beer and liquor stores, and Big Y Express fuel and convenience locations across the Northeast with more than 10,000 employees. The company has earned recognition from Forbes as a Best-In-State Employer in Massachusetts and Connecticut for seven consecutive years and from Newsweek as one of America’s Most Trustworthy Companies for three straight years. Founded in 1936 by brothers Paul and Gerald D’Amour, the retailer takes its name from an intersection in Chicopee, Massachusetts, where two roads converge to form a “Y.”  They are on track to fulfill their goal of 100 stores by their 100th Anniversary.  Read About Big Y History.

 
WHERE YOU CAN FIND BIG Y 

Website
Instagram
Facebook

 
Cover Image Credit: Adobe │Below Image Credit: Istock

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