How Help Save the Butchers Worked

Help Save the Butchers was not designed to cover an ordinary meat department with a clever slogan. The department had to come first.

1. Run a quality meat department

Freshness, trim standards, clean packaging, well-cut meat and a maintained case come before advertising.

2. Train the employees

A knowledgeable employee can turn an ordinary transaction into service. The stronger employee combines technical ability with the confidence and willingness to help.

3. Create a service atmosphere

Customers need to feel comfortable asking for help. The department has to communicate that questions and special requests are welcome.

4. Develop marketing the chains cannot easily copy

Historic HSTB formats included Truckload Sales, Dollar Days, Bob's Family Deals, Bob's Meat Menu, email campaigns and educational videos.

5. Understand customer perception

If meat is the store's strength, make that strength visible. If employees are knowledgeable, let the customer experience that knowledge.

6. Give the customer value

The goal was value on a quality product—not simply the lowest possible quality at the lowest possible price.

7. Create a well-defined identity

The product, employees, service, signs, promotions, videos and package labels all reinforced one recognizable story.