Each year at DW Green Company, we host a positioning workshop on a topic that we believe will benefit our clients the most. This year, we’ll work together with attendees to bring the power of purpose to their marketing and to their brand.

Over the past few months, we’ve taken a closer look at new media marketing, and the latest opportunities for retailers looking to reach out to customers beyond traditional print and broadcast media.

In response to the questions we frequently receive about how best to utilize these new technologies, we’ve collected some of our favorite articles on five of the most important new media for innovative marketing efforts.

Take a look, and don’t forget to share any thoughts or questions in the comments section at the bottom of each posting!

Throughout your store you carry many nationally branded products sold at every one of your competitor’s stores. Do your customers prefer Hunt’s Ketchup or Heinz Ketchup? It really doesn’t matter to you which brand they buy, as long as they buy it at your store. You can’t help Hunt’s or Heinz differentiate their brands—the only way you can differentiate them is with your shelf price.

It’s a different story in your deli department.

Two of my favorite things about late December are the year-end lists and the predictions for the upcoming year. It’s December 31, and we couldn’t resist giving you our “Top 5 List” of marketing predictions for supermarkets in 2010.

Should a branded Application for iPhone and iPod Touch be part of your new media marketing strategy? Here are 3 questions and 4 benefits to consider.

Let’s say you want to connect with a group of potential customers who will never open your printed ad. As the iPhone commercial says: “There’s an app for that.”

Right about now, you may be thinking, “Our stores are strategically positioned; what can this guy tell us that we don’t already know?” But it’s all in how you define strategic positioning.

Strategic positioning means different things to different people. We define strategic positioning as the creation of a unique and valuable position, supported by a system of activities distinct from those of your competitors. The key words here are “unique,” “activities,” and “distinct.”

“You cannot expect to achieve new goals or move beyond your present circumstances unless you change.” —Les Brown
“But change must always be balanced with some degree of consistency.” —Ron D. Burton

“Why,” she asked “did you put two Xs in Exxon?”
“Why ask?” he asked.
“Because,” she said, “I couldn’t help noticing?”
“Well,” he responded, “that’s the answer.”
—Alan Fletcher, The Art Of Looking Sideways