Published on: December 4, 2018by Michael Sansolo
As you might have noticed, we have a thing here at MNB about metaphors. Kevin and I believe there are countless lessons that we can glean from all kinds of things happening around us especially movies, old television shows and even (as I wrote about last week) the Macy’s Thanksgiving Parade.
But sometimes things are much simpler and straightforward. Such as talking to the consumer in language they understand and about topics that they might actually discuss.
Incredibly, this all starts with the Washington Post, the local newspaper in the area where I live. I still love reading a newspaper in paper - antiquated behavior, yes, I know - because it gives me the incredible range of ads and other items that make up a newspaper. Call it texture. Call it context.
It should surprise no one that the Washington Post always focuses heavily on politics and the issues surround government. And in many editions, there are ads for highbrow symposia on policy issues such as foreign and domestic affairs, crime and punishment, education and more.
In the midst of that, Albertsons-owned Safeway - still an important local chain - is nailing it.
Just yesterday the supermarket chain ran a simple ad explaining the difference between broccoli and broccoli rabe and explaining why people comfortable with the former might want to try the latter.
Similar ads have run in recent weeks tackling topics such as bananas vs. plantains.
Clearly, these aren’t highbrow discussions, but to my eyes they are simple and perfect. They take an issue that clearly most shoppers (me included) don’t fully understand and they are educating us to make better decisions. When we do that, we make our shoppers feel smarter and better enabled to make choices that might broaden their recipes and family eating habits.
The broccoli rabe ad for example offers up information on how the product tastes and how to best prepare it. Plus it provides a link to a website to provide further education.
With a simple series of ads, Safeway is helping shoppers find products they’ll feel good about buying, eating and giving to their families. As the ad explains, we’re all more interesting in produce these days, but we don’t sample the incredible variety of products because we don’t understand how to select, serve and consume so many of these items.
Let’s remember that sometimes providing straightforward information is simply good for shoppers and the stores that sell them products. Call it texture. Call it context. Call it plain talk.
No metaphor needed,
Michael Sansolo can be reached via email at email@example.com . His book, “THE BIG PICTURE: Essential Business Lessons From The Movies,” co-authored with Kevin Coupe, is available on Amazon by clicking here. And, his book "Business Rules!" is available from Amazon by clicking here.
- KC's View: