by DW Green — June 5, 2019A client is considering switching from a weekly ad to a biweekly ad. What effect will reducing print advertising in half do to sales? I don’t know the answer. In the short term maybe not so much. But long term, it could be a different story. Controlling/reducing expenses is a good thing. But there is a fine line between reducing costs and maintaining or increasing sales. Reducing labor expense too much will result in reduced sales. Reducing product purchasing will also reduce sales. And on and on.To me advertising frequency is about brand exposure and having an ad presence on a competitive basis. Though biweekly ads will reduce ad expense, what it will do to sales long term is unknown. To me, any activity that contributes to sales and brand awareness is a prudent expense.read more
by DW Green — May 29, 2019“I love those competitors that won’t sell the neat stuff, I call them Sales Preventions Managers.”—Wise retailer.Last week several of our clients promoted Copper River Salmon. Salmon from the Copper River in Alaska could be the world’s best tasting fish. It’s truly a very special early summer treat. I remember back in the late 1980’s, suggesting a Copper River salmon promotion to an Alaskan retailer. The owner said, “No way Jose. They wouldn’t sell. Because everyone who lives in Alaska, catches their own salmon.” After some arm twisting, a couple shots of bourbon and a small wager, he agreed to promote them. It was a huge success and they continued to promote Copper River salmon every year thereafter. Now days, the cost of procuring Copper River salmon is the reason cited by retailers not to promote them. They are expensive, nearly $50 a pound retail in California.“I love those competitors that won’t sell the neat stuff, I call them Sales Preventions Managers.” Funny yet true. How many times do retailers discourage or prevent sales? Fear of loss always prevents gain.
by DW Green — May 22, 2019One of our clients offered a 10% Off Military Discount to all veterans, active duty military and family members for Memorial Day. The only purchase exclusion, gift cards. Many retailers offer similar promotions for Memorial Day. I think this is a great promotion. I especially like the minimum purchase exclusion. It’s important to honor our servicemen and women and their families. They willingly volunteer to protect our freedom, our way of life and our country. My dad served in WWII and my good friends Ron Short and John Jella served in Vietnam. All brave, selfless men. The word served is huge. It describes what our military does. To serve their country. Thank you.I will add this to my promotion list for next year.read more
by DW Green — May 15, 2019As a kid, I remember The Power of Positive Thinking by Norman Vincent Peale. I never read his book, but the notion of positive thinking seemed to make sense. I’m not sure how aware we are of our own thinking processes but witnessing negative thinking by others can be annoying/challenging! The power of awareness shows up again. For me, self-awareness is a big deal!I read an interesting article, entitled The Power of Staying Positive, by Madisyn Taylor. Here’s a portion of her article…“The words and ideas that we think can shape our lives and drive us toward success and happiness or failure and distress. How you think and feel can have a profound effect on your ability to recognize opportunity, how well you perform, and the outcome of the goals that you’ve set for yourself. When you maintain an optimistic outlook and make an effort to harbor only positive thoughts, you begin to create the circumstances conducive to you achieving what you desire. You feel in control and few of life’s challenges seem truly overwhelming because it is in your nature to expect a positive conclusion. An optimistic mind is also an honest one. Staying positive does not mean that you ignore difficulties or disregard...read more
by DW Green — May 8, 2019I received a Hot email blast from Dorothy Lane Market last week. “Hot Sauce Hurrah”, 20% Off all hot sauces! Plus, they told a brief story on eight different hot sauces on their website, two of which are manufactured in Ohio. Sure, last Sunday was Cinco de Mayo, but Dorothy Lane had the marketing chops to highlight a smoking category while promoting their fantastic product variety! I think it’s wise to promote product categories. Consumers have many product choices. It’s great when retailers present them in a single event. Categories like mustard, BBQ sauce, salsa, soup, olive oil, salad dressing, root beer, even oatmeal and more! Variety is a competitive advantage. Show what you got and tell their story! Well done Dorothy Lane Market!read more
by DW Green — May 1, 2019Pay attention to the greatness you observe in as many people as possible, and if you don’t see it at first, then spend some mental energy looking for it. The more you’re inclined to think in genius terms, the more natural it becomes for you to apply the same standards to yourself. Tell others about their genius. Be as complimentary and authentic as you can. In doing so, you’ll radiate loving, kind, abundant, creative energy. In a universe that operates on energy and attraction, you’ll find these same qualities returning to you.
It’s not what you look at that matters. It’s what you see.—Henry David Thoreauread more