Ingles Media Analyst Chris Clark Enjoys her Role as ‘Grocery Girl’
Photo credit: Brooke Parker Photography
By Meg Hale Brunton
Media Buyer and Analyst for Ingles Markets, Chris Clark was born and raised in Easley, South Carolina. The oldest of four girls, Clark grew comfortable in leadership, ‘alpha’ positions. After eleven years living in Charleston, she was excited to move back home in 1999. “I love my community. I’m an Easley girl,” Clark says, joking that her heart bleeds green. “My circle is never closed for people who can make a difference in my life.”
Clark attended Anderson College (now Anderson University) and got her associate’s degree in Fashion Merchandising. Though she did not go into Fashion, Clark says she learned many skills that she uses in her current role at Ingles. “Just let me say, I would not dress anyone, or buy clothes for anyone. That’s just not my thing,” she says of fashion. “I did enjoy what I learned there, as far as this job that I have now.” Clark goes on to say that the merchandising aspect of her degree has been helpful in her career, and that her classes in Sociology have constantly helped her in understanding people.
After graduating, Clark got a job with Liberty Life Insurance where she remained for five years. She then got a job as a receptionist at an ad agency called David L. Rawle Associates (which became Rawle Murdy Associates). Through their support and training, Clark says the management at the agency shepherded her onto the media buying and analytics track. “I landed in a place that trained me well,” Clark says. “I think a lot of people don’t understand that you can still land well. It takes hard work, and you have to pay your dues. I worked very hard and I still work hard.” She quickly became the agency’s media department assistant and subsequent media buyer.
After moving to Easley, Clark was contacted by Leslie Advertising for a contract media buyer position working primarily on the Bi-Lo and Mayfield Dairy accounts. With her previous experience with Piggly Wiggly and Bi-Lo, Ingles cemented her niche. “Grocery marketing is really kind of my specialty,” she explains. “I call myself ‘Grocery Girl.’” After working for years with Ingles Markets at the agency level, in 2012 Clark accepted a contract position with them as their in-house media buyer and analyst.
“I just study the viewing patterns of people,” she says of the tricks of her trade. Clark handles all the television, cable and some digital marketing purchases for Ingles Markets across the Greenville/Spartanburg/Anderson/Asheville, Knoxville, Charlotte, and Atlanta areas. “I look at each market that I buy and determine how much money I can spend. I look at numbers, share of market, how many thousands of people are watching TV within that particular programmatic scheme, and the ratings. All of this is based on demographics.” Clark explains that the majority of the demographic target for groceries is women ages 25-54, but goes on to state that everybody buys groceries.
Clark says that she values building relationships with the stations that will not only secure a fair price but also provide opportunities for extended partnerships. “I believe in relationship marketing and I have good relationships with my reps.” she says, adding that she has found that when you buy from your friends, they take better care of your business and stand by you when times are hard. “I just feel like you get more when you treat people with fairness, integrity, ethics, honesty, and kindness. I hold people accountable to that, especially myself.”
While she is not directly involved in the production of Ingles’ commercials, Clark says that she does get to be creative in her placement of spots based on the tone, message, and products featured in it. These commercials, which Clark refers to as ‘informative awareness spots’ are what she feels connects Ingles with the public. “We need people to understand what Ingles offers, not only as a product, but as a community partner,” she explains. “That’s where we come together in the placement of media.”
Now 60, Clark has no interest in retiring anytime soon. “I’m not looking to retire. I love my job and I love what I do. As long as I’m able and they’re willing to have me, I’ll be ‘Grocery Girl’ for a while,” she says, adding that since her position is remote, her schedule is workable. She says that this flexibility makes time for spending time with her husband of 35 years, her two grown children, and her parents who still reside in Easley. Clark is also very active in her church, loves attending rock concerts, and follows Clemson football. “I’m part time, but always available. I can take my computer anywhere. I can do my job wherever. It’s not that my job is easy, but I’m comfortable with my job.”
