Are You The Invisible Man?
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When Safeway recently renovated their store they did several things to improve the experience. New hardwood floors in the produce section, better lighting throughout, and the addition of a Starbucks are just some of the more obvious aspects of the renovation. But what Safeway truly accomplished was a better shopping experience. What Safeway understands is that when you walk into their store you have a shopping problem. A food problem, a drug problem, a party problem, a diaper problem. Whatever the problem is, they want to to be the best at solving it. 
When I go to Safeway, I have a number of problems I’m trying to solve and real estate isn’t one of them. I have a time problem (I’m late) not a real estate problem. I have a “What’s for dinner?” problem not a real estate problem. I have an “I’m on a mission for the wife” problem not a real estate problem. So the shopping cart ads are invisible to me.
“Personal, relevant & anticipated” is Altera’s mantra and if you can accomplish that with a shopping cart ad, you can do it with just about anything. Understanding my problem the way Safeway does is key here. Use the ad space to help me. Think of things like “Dads’ Guide” for clueless dads sent on a mission. Or “20 Minute Dinner Your Family Will Love!” with easy to read ingredients along with their location in the store. Scale your current picture way down - it’s not about you.
Top it off with a funny, easy-to-remember-cause-I’m-not-gonna-write-it-down website address: www.safewaykartking.com
www.isawthisinsafeway.com.
Until you’re helping me you’re just another invisible ad in the 800 - 1200 ads I’ve been exposed to today. So next time your working on your advertising, think about the Safeway principle - what problem does your audience have and how can you help solve it?
Personal Relevant & Anticipated.
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