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Matt Selvig, Gordy's Guru, Gordy's Market
When Matt Selvig joined Gordy's Market six years ago he did not simply want to be the public relations director and spokesperson for the supermarket chain.
He needed a different title that fit his kid-at-heart personality. Someone suggested "guru," which Selvig liked because he planned to become an expert in groceries and Gordy's Market. The Gordy's Guru has become a staple of TV advertising in western Wisconsin. Unlike the standard grocery advertisement featuring alternating images of a pitchman followed by packaged food, Gordy's Market commercials are often shot at actual Gordy's Market stores and put Selvig's charm and wholesome humor at the forefront. The idea is to be memorable while reinforcing the idea that Gordy's Market is its customers' hometown grocer. "That's driven the growth and a lot of the reason why we've been successful the last several years," Selvig says of the strategy. gord003 copy Although Selvig is the current face of the company, his use of local messaging is a philosophy that has been with the company for 50 years. When Selvig joined the company in 2010, Gordy's Market operated only six stores. That number has more than quadrupled as the company opened its 26th store in mid-May. That expansion has occurred during a time of heightened competition between large grocers and big-box stores. Many independent or smaller chains have been the casualties of that battle, creating a void in the industry that Gordy's Market can fill. "A lot of what we've been doing is going into smaller communities where customers are having to drive upwards of 30 miles to get to the nearest grocery store. We want to provide them with their own local grocery store to serve our customers closer to home," Selvig says. Whether the company continues to build more ground-up stores or repurposes existing buildings will depend on the market and if the building can accommodate Gordy's Market's layout, Selvig explains. The company has found success with its customers by cultivating the idea that Gordy's Market is part of their community. "We want to be known as folks' local grocery store," Selvig says. Associates know customers by name, root for the same high school sports teams and provide a familiar face at the cash register and in the aisles. Gordy's Market also sponsors local events such as the Tomah, Wis., fireworks display, and the Gordy's Gives Back program donates to local organizations. "We do our best as far as giving back to the communities we serve and making sure we're supporting as many of the local organizations and events as we can," Selvig says. Gordy's Market finds what is important in each community and tries to become involved. Selvig has visited places like Highground Veterans Memorial Park in Neillsville, Wis., to meet residents and show that Gordy's Market is invested in their town. "I feel it's very important to get out and shake hands and kiss babies," he says. Selvig says all of its items are competitively priced, creating value for customers. Instead, Selvig says the company is focused on providing the best grocery shopping experience to its customers and serving as a leading example of innovation. "We are going to do what we do well while continuing to research and develop methods to better serve our customers in an ever-evolving market to continue to bring customers into our stores and get excited about grocery shopping," he says.
Gordy's sends text messages to their subscribed customers every Monday morning with a deal on a "hot item," said Matt Selvig, Gordy's spokesman and marketing representative.
Matt Selvig, also known as the Gordy's Guru, has been the spokesman for Gordy's County Market since the fall of 2009, he said. "More than anything, it's reaching people where they are," Selvig said, "and keeping Gordy's in the forefront of people's mind." Selvig knows how busy people are, he said. Texting may not be a social media, but it is working for Gordy's, Selvig said. Selvig, also known as the Gordy's Guru, started text messaging Gordy's customers in June of 2010. His goal was to get up to 1,000 customers subscribed to Gordy's text messaging by the end of the year, he said. While text messaging isn't considered social media because it isn't interactive communication between large groups of people, Selvig said he has heard nothing but positive comments from Gordy's customers who receive its text messages. "We want to make it more of a conversation than an advertising tool," Selvig said. "We want to establish a relationship." Customers look forward to the text messages, Selvig said. They notice when they don't receive the weekly text message, he said, which happened one week when a holiday fell on a Monday and Selvig forgot to send a text out. "People appreciate the coupons that we send out," he said. Gordy's cut back on print advertising earlier this year when it began to concentrate more on its website and texting program, Selvig said. Gordy's saves thousands of dollars by cutting back on newspaper ads, but it puts that money into its website and text messaging, he said. "It's more successful than having a full 4-page ad," said Selvig, of Gordy's texting program, because texts serve as a constant reminder that Gordy's is there.
The Guru (MATT SELVIG), the spokesman for Gordy's County Market, won for best TV Commercial of the year, while the Gordy's on Hamilton Avenue won for their Frozen Food Month display which featured an igloo and a polar bear.
Matt Selvig - On-Field Announcer
Contact Info Matt Selvig On-Field Announcer Selvig begins his sixth season as the on-field announcer for the Express. His primary responsibilities involve keeping the in-game/on-field activities moving along at a rapid and energetic pace. When he's not entertaining Express fans at Carson Park, Matt works in public relations and marketing for Gordy's County Market as the "Gordy's Guru". He also keeps busy playing golf on a regular basis and leading worship at his church. A native of New Ulm, Minn, Matt and his wife Deb have lived in the Eau Claire area for almost eight years, and have two young children: son Colman and daughter Geneva.