The Channel Grocery Shoppers Use Will Surprise You
Grocery shoppers are more likely to clip coupons and search a circular at home than use digital coupons, according to the Retail Feedback Group research (December 2017). 
We are in a transition phase from print to digital, but we are also finding that some traditional forms of communications are more effective in spite of all the digital hype. That was punctuated by Facebook running apology ads in major market newspapers instead of running ads in everyone’s news feeds.
For now, and into the next 5 years, you will need to have traditional and nontraditional forms of marketing–or what we like to call an integrated media campaign to reach your entire audience.
Remember, the car didn’t get rid of the horse. The car sure changed the horse market, but the horse industry generated $23 billion in sales last year. Not bad for a disrupted industry.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.