On Marketing: "Authentic Marketing"
Copyright Jack Mixner. 714 449 1040 www.mixnerstrategy.com
Hibbard looks at marketing strategically. He tells the story of Safeway's successful, long term strategy to upgrade their stores in order to increase sales and profitability. They didn't advertise the store and product upgrades until they were totally installed nationwide - and working.
Safeway's Secrets:
- "Tell a true story
- Deliver, then promise and
- Don't oversell" (Hibbard, pabe 61).
Strategic Implication
Some strategic steps, especially those including construction, take a while. Make sure they are up and running before you make them the focus of your marketing campaign. Then overdeliver.
References.
Hibbard, Justin. Put Your Money Where Your Mouth Is. BusinessWeek. 18 September 2006. Page 61.