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To Theme or Not To Theme, That is The Question

by DW Green — October 10, 2018

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Let’s crock and roll!!

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.Theme cover pages lend themselves to strong, compelling headlines and storytelling, two important factors for attracting new ad readers and new customers. Additionally, theme ads differentiate retailers print advertising from competitors, create complementary product sales and provide in-store merchandising opportunities. Conventional wisdom suggest otherwise. Many national and regional retailers take the “laundry list” approach to cover page ads. This modus operandi involves featuring a dozen or so items, normally one item from each store department, presented in a value hierarchy from the top to the bottom of the page. This strategy may help with a value perception but it rarely helps differentiate the store or attract a new reader or new shopper unless the price of the feature item is considerably less than the competition. In Phoenix, where I live, the loca...
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Design

by DW Green — October 3, 2018

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“The number-one job for a designer is to make things easy to read.”

We teach our designers that the most important element of their design work is “readability”. Whether they’re working on an ad or a sign, a poster or a web page, if the design impedes readability it’s an ineffective design. Consumers must be able to clearly read the message for the message to have impact. This includes choice of type fonts, type size, boarders, and pictures. A busy ad reduces the number of prospective readers. Clean, simple, and easy to read reflecting the brand personality is our design mantra.I read the following by Roger Black in a Type Network email last week. Roger Black is synonymous with the modern magazine. He has designed or redesigned Rolling Stone, The New York Times Magazine, Newsweek, McCall’s, The New Republic, Fast Company, Reader’s Digest, Foreign Affairs, Advertising Age, Esquire, and now the National Enquirer (to name just a brief sampling). “I think the number-one job for a designer is to make things easy to read. And give some sense of pleasure about it.There is a relationship between reader ...
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Mastery

by DW Green — September 26, 2018

I was cleaning my desk, which I don’t do very often. I found some papers that were several years old! One paper was from WinningGolfMind.com, the title was Mastery and Ego Motivational Orientations. Once again sports mirrors everyday life. Motivational Orientation
EGOMASTERY
Rewards for playing i.e. attention, awards, recognition from others.Awards are secondary to learning and improvement.
Judge yourself against others.Standards are self-imposed and self-judged.
Making money, proving to others.Motivation to improvement is an internal drive, not external awards.
Obstacles are viewed as threats to be avoided (not ...
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Flash Sales

by DW Green — September 19, 2018

Flash Sale Example

Get ‘em in and keep ‘em coming back!

Many food retailers are running digital “flash” sales. A digital “flash” sale is a single item featured at or below cost for 24 hours. The offer is distributed through an email blast to customers who have signed up to receive special offers from your store. The cost of email marketing is minimal, and the markdown is limited to your subscriber list and the length of the sale (24 hours).Fresh produce, meat, seafood and deli items (salad bar, chicken bucket, deli salads and sandwiches) are excellent one-day sale items. Wine or high velocity grocery items like bottled water or ice cream work well too. Consider adding a flash sale once or twice a month to your promotional plan. These sales work great for generating traffic. Get ‘em in and keep ‘em coming back! 

 

Read More – Can You Relate?

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The Only Constant In Life Is Change

by DW Green — September 12, 2018

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“When you are through changing, you are through.”

Everything, everywhere is in a constant flux of change. I like this quote from Bruce Barton, author, advertising executive and politician, When you are through changing, you are through.”Way back in 1970, I read Future Shock, a great book by Alvin Toffler. Future Shock was about change, and the affect that the accelerated rate of technological and social change had on society. From a historic perspective the speed of change from the beginning of the industrial revolution in the 18th century to the “super-industrial society” of the 1970’s was mind-boggling and it has only intensified thousands-fold since then.The supermarket business too has gone through radical changes and its rapid transformation continues.  Remember only you can control your reaction to changes in your business. Everyone filters information through his or her personal background, wants, needs, fears, hopes, prejudices and beliefs. The result is often the development of urban “myths” about change. Let’s explore some of those myths—and the reality of business.Myth: This will go away.
Reality: Change
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High Energy

by DW Green — September 5, 2018

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“You get back what you put out into the world.”

I think we all have a personal code of conduct, of ethics, of values that provide guidance in our daily behavior. Sometimes, for whatever reason, that code is missing or asleep or ignored. Problems arise when we knowingly make choices that conflict with our values. I’m committed to love, compassion, forgiveness, humility and acceptance. And yet, my choices at times, conflict with those values. It’s disheartening when that happens. It’s important for me to be mindful and aware of my values BEFORE I act so that my actions are based on those values. Easier said than done.In my wacko way of thinking this quote ties in nicely. “You get back what you put out into the world. Thus, what you’ve attracted to you is what you have to give away to others. Low energy attracts low energy. Some of the low energy thoughts are anger, hate, shame, guilt, and fear. Not only do they weaken you, but they attract more of the same! By changing your inner thoughts to the higher frequencies of love, harmony, kindness, peace, and joy, you’ll attract more of the same, and you’ll have those higher energies to give away. These higher and faster frequencies that empower you will automatically nullify an...
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Senator John McCain

by DW Green — August 29, 2018

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Rest in Peace John McCain.

I like Senator John McCain. I haven’t always agreed with his policy positions, but I have great respect and admiration for him. He has led a meaningful life. To say he was a good and honorable man would be an understatement.Two things that Senator McCain would often say resonate deeply with me. He was always grateful for his experiences, for his relationships and his opportunities. I think we’re all grateful for things, but to be mindful of our blessings and gifts on a daily basis is very rare. Secondly, Senator McCain was always mindful of his being of service to something larger than himself. We too, as business owners and leaders, are part of something bigger than ourselves. Supporting our employees and their families, our customers, our vendors, our communities and the environment. We get back what we give. And being of service to others is what brings joy and meaning to our life. I believe Senator McCain was honest and authentic with his declarations of gratitude and his service to others, to country for a greater good. Rest in Peace John McCain.Men do not attract that which they want, but that which they are.
– James Allen
The important work of moving the wo...
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Nature

by DW Green — August 22, 2018

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Find time each day to connect with nature.

I spend thirty minutes every morning sitting on my back porch. From 5:30 to 6:00 am. Twenty minutes in meditation and ten minutes looking at the sky, clouds, trees, flowers and plants in my backyard. It’s quiet and peaceful, and fresh. I repeat the same practice in the evening for an hour. I look at the star filled sky, the moon and the same trees, flowers and plants. They look different at night. They seem more relaxed and peaceful, or maybe it’s me that is more relaxed and peaceful. The dark of night is settling and comfortable.Can you remember a time when you just let yourself unplug and enjoy time in nature? Do you remember how it allowed you to settle into a place of total contentment and peace? Time in nature—whether it’s sitting out on your porch like I do, watching a sunset, or taking a stroll through a park—can do wonders for your energy and mindset. Find time each day to connect with nature in whatever way you’re able, and begin to notice the calming effects it has on you throughout the rest of your day.Remember that when we find ourselves spinning out in li...
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Cataracts

by DW Green — August 15, 2018

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Mental attachments are cataracts of the mind.

I had cataract surgery on my left eye last week. A cataract is a clouding of the eye’s natural lens which lies behind the iris and the pupil and causes blurred vision. An unexpected and amazing benefit of surgery was my ability to “see” color in all its natural and vibrant glory. WOW! Even the color of pavement, gravel and dirt were incredibly beautiful!! I’m excited to have the surgery on my right eye soon. I can only imagine the intensity of color I will see.I wonder if clouded vision is similar to clouded thinking. Weeks ago, I wrote about the wisdom of having a mind that is open to everything and attached to nothing. Mental attachments are cataracts of the mind. They can distort, blur and obstruct clear, unimpeded thinking. A mind that is open to everything is like an unlimited spectrum of color. A spaciousness that holds all things as possible. If you think it, you can do it. And like vivid color, that’s beautiful!

Read More – Old’s Cool

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Simple Kindness

by DW Green — August 7, 2018

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Its effect is as far-reaching as it is subtle.

Simple kindness to one’s self and all that lives is the most powerful transformational force of all.It produces no backlash, has no downside, and never leads to despair. It increases one’s own power without exacting any toll. But to reach maximum power, such kindness can permit no exceptions, nor can it be practiced with the expectations of some selfish reward. And its effect is as far-reaching as it is subtle.Simple kindness seems simple enough. But it’s not. We all get caught up in our self-importance, our desire or need to be right, or our lack of awareness. All these factors can impede the practice of simple kindness. I guess that’s why it’s called a practice. Constant practice enhances awareness of our actions and behavior. With constant practice we become what we practice.

Read More – Who’s Your Hero?

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