It’s no accident they put the fresh cut flowers at the front of Whole Foods. They’re not trying to sell you flowers. You are, in fact, being “primed.” This is the precise term used by the Whole Foods corporation. The sight and the smell of the flowers make you more prone to buy everything else in the store.
All this discussion begs another question: how are we, as agencies, “priming” our clients? Are we bringing curated content to our clients week in and week out? Constantly exposing them to new and different ideas? Or do we just show up at the big presentation with a “safe” option and a “risky” option and let the chips fall where they may?
The dots on the left look very different from the dots on the right. Yet they are exactly the same. Context is everything.
Two things we can do:
Think like Whole Foods.
Show our clients innovative thinking as a matter of course. Show a video or read a blog post before every presentation. If our clients don’t have time, perhaps we’ve got bigger issues.