In retail a big corporation’s buyers might not be able to change their direction quickly. This is especially true at national retailers where purchase orders are placed many months in advance of delivery. True marketing genius is sometimes able to overcome the slowness of the buying process. Consider this case from Walmart.
When Walmart decided to use a wave of patriotism in the 1990s to promote a “Made in America” campaign they placed a “Made in the USA” sign over virtually every display that contained American made merchandise. The stores immediately screamed to customers that Walmart was chock full of domestic products.
It was all a gimmick.
Walmart had not changed their merchandise ratio between domestic and import but they created an image, using only signs, that such a change had taken place. People walked in the store immediately thinking they were supporting local businesses and jobs.
This is excerpted from “Send customers a positive message”, part of the “How to” series at getmaximpact.com, a website based in Rochester Hills, Mich., dedicated to business and individual growth. Used by permission.
© Max Impact, used with permission.
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