A Lesson in Higher Level Communication from an 800 Pound Gorilla

This is a marketing topic. I was, as first reluctant to put it here in a leadership blog. We can likely agree that influencing skills are important part of effective leadership. And for those of us who want to improve at getting people (like prospective customers) to do what we want them to do, I share this discovery. It involves that 800 pound retailing gorilla, Wal-Mart. Their advertising tag line has progressed over the years. As consumers of their advertising, let’s reminisce.

Always the low price. Always.

Then they altered (perhaps backpedaled) their promise to Always Low Prices.

Last fall, Wal-Mart updated their slogan to Save Money. Live Better.

Why change after 19 years. Is this an improvement? If so, why?

I believe so. Here’s why…

• The slogan is in keeping with the values of founder Sam Walton who was known to proclaim: “We save people money so they can live better”.
  
• It provides a sense of purpose for Wal-Mart associates. This is why they do what they do.
• Remember studying Abraham Maslow and his hierarchy of needs? This slogan serves to address higher order human needs and thereby connects with prospective customers in low, middle and high income demographics.
• The answer to the question: Why is it important to save money? is no longer left to the imagination. It goes beyond stating a rational feature. It describes a benefit and on a higher emotional level.
• Which would you prefer: Getting a low price or living better?

So there it is. With four simple words, Wal-Mart is doing a better job of attracting both customers and motivating their associates. Its the kind of efficiency we’ve come to expect from The Waltons.