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Archive — May, 2010

Remembering & Honoring Those Who Have Served

by webmaster — May 28, 2010

In commemoration of Memorial Day, our office will be closed on Monday, May 31.

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Food for Thought: Telling the Stories of Your Favorite Products

by webmaster — May 27, 2010

Whether it's a brand new offering or a long-time customer favorite, chances are there is a story behind it to tell. Product storytelling is one of the easiest and most effective ways to enhance the customer experience and build brand equity. Consider exploring the following inquiries as a way to uncover the stories behind products in your stores:

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Purpose And Soul

by DW Green — May 26, 2010

I was humbled to participate in a tribute to one of our clients last week. Among others, I was interviewed, on video no less, on their behalf. I was presented with a list of questions to address by the interviewer ahead of time. As I was preparing my responses, I realized, from my perspective, what the essence of my clients company truly is. To me, our client is a humanistic company. It is a company with a soul. And from the depths of their soul, the will to give uncommon service to all stakeholders flows. This company is imbued with the joy of service, to the community, to society, to the environment, to customers, and to associates.

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Principles of Listening, Communications, Relatedness, Trust, Partnership and Collaboration

by DW Green — May 20, 2010

Last October I attended The Heart of Leadership workshop in the Seattle area with Ryan Joy, VP of Creative Services, and Erica Hutchinson, Director of Communications. The three of us attended a second workshop, The Heart of Making a Difference, in February of this year. Both workshops were incredible experiences. Among the many things we learned, improving our listening and communication skills were huge, on both a personal and professional level.

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Parking Lot Pondering Moment

by DW Green — May 17, 2010

I sent an email to a business prospect last week. I thought the content of the email would make a good blog post. An edited version of the email follows. One morning last week after finishing a golf lesson, I was standing in the golf course parking lot pondering Melissa McLean Jory. Melissa is a high school classmate I connected with on facebook last year. Melissa is a nutrition expert, specializing in Celiac disease. Because of her deep knowledge and wonderful personality we hired her to speak about blogging and Celiac disease at our GPS (Green Positioning Summit) workshop last year. Melissa writes an excellent blog, and her facebook posts are very well written. Her voice, her tone, her language is positive, upbeat, informative, happy, humorous, and insightful. It resonates with me; the language makes me smile and demands my attention. Kudos Melissa! So, in this parking lot pondering moment I realized how really important voice, tone and language are to advertising and marketing communication.

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The 411 on OOH Advertising

by DW Green — May 13, 2010

I'm not much for acronyms. I find them difficult to remember and confusing. Weird, since my first name is acronym-like! Anyway, this IOW isn't about acronyms but about OOH, which stands for "out-of-home" advertising. Out-of-home advertising (also referred to as outdoor advertising) is any form of advertising that reaches the consumer while he or she is outside of the home. It includes formats like billboards (I love billboards!); transit advertising for airports, bus depots and train stations; street furniture including bus benches, bus shelters and news racks; and commercial locations like shopping malls, movie theatres, ball parks, concert halls, etc. What about advertising in elevators? Or the new age sandwich board? Human directional signage, sign spinners and sign twirlers are very effective!

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Leadership

by DW Green — May 10, 2010

Leadership can be thought of as a capacity to define oneself to others in a way that clarifies and expands a vision of the future. Skilled leaders accomplish great things and inspire others to grow in responsibility 
and skills. The quotes listed below emphasize the importance of perseverance, service,
 and reliability. Leaders give their best in whatever job they're doing. Any of us
 can take on leadership roles and qualities just by doing our jobs in a dependable
 way and encouraging others to share in and help us in attaining a worthwhile vision.

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To Theme or Not To Theme, That is The Question

by DW Green — May 6, 2010

I have always been a proponent of using themes for the cover page of weekly ads. In my view, the purpose of the weekly ad is to attract new ad readers and new customers to the store. The purpose of attracting new customers is an important distinction, since most consumers who read weekly ads; tend to read only those of their primary food store.

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Purposeful Marketing

by Ryan Joy — May 6, 2010

No matter how busy you are it's critical to take the time to understand what you're doing and why you're doing it. Make it a part of your process to clarify the purpose of each marketing activity, using the five steps below.

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