The Fearless Flyer by Trader Joe’s
In 1969, a visionary businessman launched a piece of communication for his customers that is revered to date. Five generations of shoppers have referred, archived and continued their relationship with it; this is the story of the ‘Fearless Flyer.’
It was a usual trip to Trader Joe’s; I had stopped on my way home for regular épicerie. However, on this trip, I noticed the fall edition of Fearless Flyer neatly stacked outside the store, promoting all new items that Trader Joe’s was selling for this season.
- I have never paid much attention to this flyer during my weekly trips to Trader Joe’s for the last 2.5 years I have been visiting this store. About two months ago, I read about the Fearless Flyer in Joe Coulombe’s book — Becoming Trader Joe. The chapter on Fearless Flyer and its story stuck with me and here I was holding a copy of the masterpiece that has served five generations of Trader Joe’s shoppers. Let me take you on a short historical journey of the Fearless Flyer.
- Launched in 1969–70, initially, the flyer was called ‘Insiders Report’. It was primarily intended as an insider’s wine report and gossip about the wine industry from the wine tastings that Trader Joe’s used to hold regularly. Joe Coulombe, the founder of Trader Joe’s, developed the Insiders Report in 1970 to report the results of these tastings.
- Here comes an interesting fact, a good part of the design of this flyer was influenced by David Ogilvy’s book — Confessions of an Advertising Man. One can notice the numbered paragraphs and the boxes drawn around circles, all mostly Ogilvy’s ideas. Joe also inserted cartoons to lighten the serious content.
- Another interesting fact, while David Ogilvy influenced the layout, Joe borrowed the artwork of the flyer from 19th-century books and magazines. Joe had a massive collection of these. The visual identity to date remains the same as when Joe Coulombe first rolled out the flyer.
- For a reasonable period, Trader Joe’s continued mailing these flyers, which meant colossal advertising costs. But Joe Coulombe did not believe that the advertising budget should be based on sales. The sales generated through the flyer, however, dropped the cost of advertising as a % of sales. With time Trader Joe’s also introduced the e-Newsletter to its new generation of patrons.
- The popularity of the Insider’s Report caught the attention of Dave Nichol, president of Canadian supermarket chain Loblaws; he requested that Joe allow Loblaws to use that name and paid $100,000 for the same. The flyer was renamed ‘Fearless Flyer’ in 1985 and continues with that name today.
- This monumental communication piece continues its legacy of informing and educating customers. For the longest time, the flyer was printed with three rings on the cover as people would keep collections to refer it back to. The staff used this flyer to educate themselves. In that sense, the booklet has also served as a sales tool. I am sure there’s more that the flyer has helped achieve Trader Joe’s over the years.
- While writing this, it struck me that this seemingly small piece of communication must have had million-plus stories across homes over the decades. New wines tasted, fresh cheese discovered, some grocery items that would have become regulars, and subsequent purchases planned by families.
- Joe Coulombe did not have any MarTech tools we marketers use today. Yet with this humble piece of communication bundled with some clever tactics, he achieved a feat most firms don’t even get closer to today — CUSTOMER LOYALTY. A generation of shoppers continues to visit Trader Joe’s. I have observed boomers, millennials and even Gen X shoppers at Trader Joe’s, each hunting for their deal and finding their favourite wine or cheese.
Our busy lives, led by 24x7 information overload and digital content, have shortened our attention spans. Still, occasionally it is refreshing to come across such exciting pieces that one may want to sit down and enjoy with their favourite cup of tea or coffee. I certainly did after I came back and of course, subscribed to it to be able to discover new stuff on my next visit.
Some observations/learnings from the Fearless Flyer
- Consistent brand identity and voice still rule, irrespective of mediums. Brand identity changes mostly make internal customers happy, not end users.
- Copy that entertains and drives FOMO/urgency in today’s world is super relevant. Whether we like it or not, we live in times when we want to have the best, fastest and perhaps even be the first to use or try a product.
- KISS (Keep It Simple Stupid) was relevant then, is today, shall remain forever… and is getting more challenging than ever with each passing day.
- Customer loyalty is economy-proof, big budgets & brand visibility are not. Choose your goals wisely.
Here is a quote that sums it all up
“Customer satisfaction is worthless. Customer loyalty is priceless.”
Jeffrey Gitomer.
Recommended Reading: Becoming Trader Joe by Joe Coulombe
