The Fresh Twist Newsletter — September 2007 | Issue 28

What We Can Learn from Wal-Mart

By Barbara Zaccone

The latest news of Wal-Mart's new marketing strategy can serve as a lesson and reminder to all of us that we need to craft our message to focus on the customer. For more than two decades Wal-Mart was singing the tune of "Always Low Prices" until just recently. It is replacing it with "Save Money. Live Better". So simple and so brilliant.

The essence behind the new campaign comes from an economic study carried out for the retailer by Global Insight, an economic consultancy, which claims that the company's price-cutting efforts saved US consumers $2,500 per household in 2006. Most politicians would be thrilled to tout such numbers to their constituents. The new television advertising will deliver a more emotional brand message as opposed to a product-focused message. For example "What will you do with your savings?" Marketing 101 has always told us to describe our products and services in terms of the benefits our customers will achieve. Also known as the radio station WIFM – What’s in it for me? The "Live Better" element of the new slogan also reflects Wal-Mart's drive to improve its reputation on a variety of environmental and social issues. How can you create your own unique benefits statement? Below are a few thought provoking questions you can use to begin to formulate your thoughts:

  1. How does your product or service solve a problem?
  2. How do your clients feel after the purchase or working with you?
  3. Describe your products/service in terms of benefits achieved and not product features?

 

BZA Launches American Conference on Diversity Website

BZA recently launched a web site for the American Conference on Diversity, which is located at americanconferenceondiversity.com. BZA also provided the client with a content management solution that allows them to update the site on a regular basis while maintaining the site's integrity — with no technical expertise required.

The organization's mission is to value diversity, educate and empower leaders, promote inclusion and respect in schools, workplaces, community services, businesses, and communities. Their vision is to work with leaders to create and enhance a society that embraces social justice for all.

"Our newly designed website has provided us with a look that truly reflects who we are and what we do," claims Diane Schwartz, President & CEO. "The feedback we have received has been outstanding. Information is easy for the site visitor to find; in fact, we've posted many of our printed materials on the website for visitors to download. We therefore do not have to place printed materials in the mail – so, we anticipate a postage and printing savings as well as increased staff productivity."

News

Zaccone to Share Website Marketing Strategies


Barbara Zaccone will be speaking at the Institute for Independent Business (IIB) NJ Regional Meeting to be held September 20th at the Embassy Suites in Parsippany. Zaccone will be sharing her expertise on search and web analytics techniques to increase "search effectiveness." Attendees will gain insight into how to take their web site to the next level of effectiveness. The organizations web site is located at http://www.iib.ws.

BZA to Exhibit at BizExpo


BZA will be exhibiting at the New Jersey Multi-Chamber BIZ EXPO 2006, held September 25th from 1-6pm at the Birchwood Manor in Parsippany. Attendance is expected to be over 1,000. For more info visit the North Essex Chamber site. BZA also designed the event flyer which was used to promote the event to a community of seven area chambers.