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by DW Green — April 3, 2024

The American Indian is greatly honored everywhere.

The impact of Native American spirituality had a profound effect on the founding fathers of the Constitution of the United States in that the Congress is almost an exact replica of the political structure of Iroquois Nation. WOW!In more recent times, that Native American spirituality has been weakened by politicians and resultant exploitation. In reality, the American Indian is greatly honored everywhere. Whole states, cities, rivers, mountains, and great lakes are named after them. The greatest sports teams, noted for courage and bravery, proudly carry their name; yet, the political distortion is to declare that such honors are really defamations and politically incorrect. How such glory could be misconstrued as an indignity is beyond comprehension, but it demonstrates how truth gets distorted into its opposite for political gain.

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by DW Green — March 27, 2024

The true strength of local businesses lies in their ability to foster deep emotional connections with their community.

It’s evident that there’s a growing appreciation for the unique value that local businesses bring to communities. While being locally owned can be an initial draw for consumers, it’s essential for local retailers to continually strive for excellence in various operational aspects to maintain and enhance their competitive edge against national or regional chains.

Consumers expect local businesses to offer products of comparable quality and variety, provide excellent customer service, maintain clean and inviting stores, and pay attention to details like product presentation, signage, and stock conditions. However, simply meeting these standards may not be enough to differentiate a local retailer from larger competitors.

The true strength of local businesses lies in their ability to foster deep emotional connections with their community. This emotional bond is fueled by authenticity, which can be expressed through various means such as tailored merchandising and messaging, leveraging local knowledge and insights, and fostering meaningful interactions between employees and ...

by DW Green — March 20, 2024

At the end of your time on this planet, what expertise is going to be more valuable…

The things some people manage to be experts in: fantasy sports, celebrity trivia, derivatives and commodities markets, thirteenth-century hygiene habits of the clergy.We can get very good at what we’re paid to do, or adept at a hobby we wish we could be paid to do. Yet our own lives, habits, and tendencies might be a mystery to us.At the end of your time on this planet, what expertise is going to be more valuable—your understanding of matters of living and dying, or your knowledge of the ’87 Bears? Which will help your children more—your insight into happiness and meaning, or that you followed breaking political news every day for thirty years?

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by DW Green — February 28, 2024

Ever wonder how many consumers in your market area have never set foot in your store?

Often times when sales and customer counts are flat or declining, a bold, new visual look and go-to-market strategy can shake up a market. Unveiling a new advertising look can create excitement with customers and employees alike. Plus change is normally a good thing. Non- shoppers are the biggest source for new primary customers and new revenue.Advertising and marketing that is developed in the context of themes and storytelling is the best way to attract the attention of non-shoppers. And the presentation of those themes and story’s must be applied differently to each marketing platform. For example, the print ad that is posted on the website must minimally become an interactive tool to add sale items to a shopping list. A searchable item list is better. It’s very important that advertising and promotions are well integrated into all marketing platforms, including in-store signage. This message and activity integration builds momentum, resulting in more sales and more customers. What makes this all work so well is the planning. The sales benefit alone from just sharing a great plan with employees is amazing.No question that the retail shopp...

by DW Green — February 21, 2024

People are emotionally connected to grocers, as utilitarian as grocery shopping may seem.

This is a repeat blog post from 2019 and ties in nicely to Adam’s post today on loyalty. Though the competitive landscape has definitely changed, the content of the message here, is even more significant.I’ve been an advocate of emotional branding for more than twenty years. A company’s ability to connect emotionally with their customers is a huge, huge benefit and competitive advantage. But it doesn’t happen on its own. Emotional branding needs to be a cornerstone of a company’s brand. It needs to be stated and implemented in every daily activity performed.I read an interesting article by Amit Sharma, in the April 18, 2019 Harvard Business Review, entitled What the Grocery Stores Holding Their Own Against Amazon Are Doing Right. The following is an excerpt from the article.“Emotional connection is another driver of loyalty; our survey found that 50% of consumers are more likely to buy again from a brand that connects with them emotionally or reflects their values. People are emotionally connected to grocers, as utilitarian as grocery shopping may seem. For example, Trader Joe’s, which ranked highly in th...

by DW Green — February 14, 2024

Engage customers through compelling narratives, foster stronger connections and brand loyalty.

I’ve noticed a troubling trend in email marketing: many retailers are increasingly narrowing their email content to merely an image of their weekly ad, supplemented by links directing recipients to view the complete ad and recipes on their website. While the intent may be to boost website traffic, this approach often neglects the fundamental purpose of email communication. Instead of focusing solely on driving visits, emails should prioritize storytelling. They should convey the benefits of the company, its offerings, and reasons to believe in the brand. Email marketing presents a unique opportunity to engage customers through compelling narratives, fostering stronger connections and brand loyalty. Let us design an email blast for you today!