Smart Marketing: Whole Foods Launches Lower-Cost Supermarket Chain

If you’ve ever shopped at Whole Foods, you know that it’s expensive. So much so that the brand is jokingly referred to as “Whole Paycheck.” It’s true. I only shop there when I want to purchase something special. They even recently opened a Whole Foods Supermarket on Maui, and for the life of me, I can’t even imagine how pricey that must be. Food at the regular supermarket on Maui is expensive – so its Whole Foods store must be off the charts.
I shop at the Whole Foods in Dedham, Mass., when I’m seeking a special treat for myself and my husband Bill. But ouch, it always hurts my wallet. That’s why I typically buy my special and organic goodies at Stop&Shop. The prices at Stop & Shop are always low, low, low, and you also get gas points that give you a bargain at the pump. I can’t say enough good things about Stop&Shop.
Back to Whole Foods. In response to its reputation for being expensive, Whole Foods just announced that it will launch a lower-cost chain, which will appeal to cost-conscious millennials. As a digital food marketer, I love hearing this news. Who doesn’t love a bargain on beautiful food?
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New Dental Product Contains Expletive

I’m a professional product namer. I excel at coming up with great names for all kinds of services and products that are for sale to the public. When I was an advertising copywriter, for example, I came up with a financial program called PEP – it was a Personal Employment Plan like a 401k, and the jingle I came up with was, “Come in for a PEP Talk.” Since then, I’ve worked with various companies to help name everything from hair salons to prescription drugs.

Product naming is a great skill to have and it helps to have a way with words. It takes time, effort, and research, to create a moniker that will resonate and hit home with the public and make them want to buy your product or service. Companies spend thousands and thousands of dollars on finding the best name possible for what they are selling.

Which is why I am aghast, appalled and disgusted at a story that The Boston Globe newspaper published today about a local entrepreneur, who is also a professor at Babson College, who has a launched a dental product.

His new name for his business has an unprintable expletive in its title.

What a horrible example this sets. It’s bad enough to have TV shows with titles like “S*** My Dad Says” and popular books like “Go The F*** To Sleep.”

Now, here’s yet another example of someone pushing the envelope, once more, to have a product that showcases a profanity. I’m purposely not telling you the name of this dental product, nor hint at it. I hope that no one else prints the name of what this entrepreneur is selling, because it doesn’t deserve the publicity.

I’m disgusted.

Apparently the name is just one big joke on the professor’s part. But it’s not funny. Trying to make profanity mainstream is offensive, and just another example of someone taking the lowest road possible. There’s nothing creative about simply using a profanity to get publicity. It’s like stand-up comedians who resort to swear words instead of using their creativity to make you laugh. It’s a cop-out. And it’s a bad marketing idea.

Today The Boston Globe did not print the name of the product.

But you know what? Based on all the media that I read and watch, it’s just a matter of time. I give it about five years, and then, just wait – we will all be bombarded with profanity in the media, left and right. As it is, now many major media (except for newspapers) do publish all kinds of profanity, including the F-word. We are so coarsened to this type of language that many of us don’t even notice. Right now, there are a handful of words that the media won’t publish. But be warned – because very soon all profanity will go mainstream in the media, and most people won’t blink an eye when it is used in polite conversations. Even now, I overhear people – at the supermarket, in the gym, for example – using swear words and not lowering their voices. They speak loud and clear.

What the heck happened to etiquette?

Clever Marketing From The Little Company That Could

Here’s a marketing success story about the little company that could. Have you heard of the Orabrush? This company spent $28 – that’s right, $28 – to purchase Facebook ads targeted at Walmart employees in Arkansas. They said, “Walmart employees have bad breath. Walmart needs to carry Orabrush. It will sell better than anything in your store.” What’s fascinating is that these $28 ads sold BETTER than the typical $20,000 print ads placed in retail trade magazines. Within 48 hours of launching the Facebook ad, a Walmart manager got an email from the Walmart buyer, and before you know it, Walmart placed an order for 735,000 of the Orabrush tongue cleaners. Before this, Orabrush was known for its 39 million views of its funny YouTube videos. In fact, consumers who saw the character of Morgan The Tongue on YouTube led the company Boots in the United Kingdom to place an Orabrush order. The moral of the story? Use Facebook and YouTube to your advantage. It’s a brave new world out there for marketers. I say this as a Boston-based marketing and public relations consultant for plastic surgeons, cosmetic dentists, and hair and skincare salons. Contact me at Maxima Marketing at (781) 407-9305 for a free consultation.

Marketing To Dads Is Food For Thought

Today’s marketing strategy is all about iconic brands – and I’m going to share with you some info about an advertising character who is currently being updated. He’s now 60 years old. He once got a facelift to make his football-shaped head more round. And his physique boasts a tiny little waist. Who is it? What if I said, “They’re GREAT!” Yup, it’s Tony the Tiger – whose purpose in life has been to convince Moms and children that Frosted Flakes should be in their shopping cart. But what’s making headlines is that the new ad campaign for Tony focuses on Dads. Marketing executives discovered that there’s a growing trend of fathers buying groceries. So there’s a new ad showing kids and Dads sharing a bowl together, which will air during adult programming on networks including ESPN. This way, Frosted Flakes stays at top of mind for dads and their kids – and at the top of the shopping list. Want more marketing tips? Call me at (781) 407-9305 for a free 15-minute consultation. I’m a Boston-based marketing consultant and a marketing and PR professional who specializes in working with plastic surgeons, cosmetic dentists, hair salons and skincare salons. Check out my bestselling business book, Off The Wall Marketing Ideas, available on

Ben Stiller’s Clever Naked Marketing Strategy

Here’s today’s marketing tip from the Queen of Creativity at Maxima Marketing. What’s in a name? Shakespeare said even a rose by any other name would still smell as sweet. But there’s much to be said for the name of your product or service, and product naming companies across the country would tell you that. The actor Ben Stiller has a new foundation, whose goal is to support children around the globe with educational initiatives. Mr. Stiller wanted a catchy name for it. He thought of all kinds of options including So You Think You Can Donate, and The Derek Zoolander Center for Kids Who Can’t Read Good and Wanna Learn To Do Other Good Stuff. Those are terrible names. And he knew it. So, like any good marketer, he tried to think of a name that would entice and attract people to his website. A name like…..well, actress Jennifer Aniston. But he didn’t leave it at that. The new name of his foundation is – are you ready? — Check it out and you’ll wind up on the real Stiller Foundation Facebook page. Clever. I say this as a Boston marketing consultant and publicist. I work with businesses in all industries but specialize in marketing and PR for plastic surgeons, cosmetic dentists, hair salons and skincare salons. Call me at (781) 407-9305 for a free 15-minute consultation. Ask me for some Off The Wall Marketing Ideas, which also happens to be the title of my bestselling book available on

Long Live The (Burger) King?

Here’s today’s marketing question — How do you feel about the marketing of the king in Burger King’s advertising? No matter, he is now long gone, thanks to the new advertising agency that has created a new marketing campaign for the fast-food company. After seven years of marketing commercials such as the Whopper Freakout, and Chicken Fries and Flame cologne, the fast food chain believes it’s time to get back to the real deal – the food. In the new advertising spots, Burger King offers close-ups of avocados, lettuce, tomatoes and onions. The verdict? Well, most people believe the new ads are boring and could easily be an ad for McDonald’s, Red Robin or Applebee’s. Which brings us to the first rule of marketing – always make sure to concentrate on your unique selling points, which help you to differentiate yourself from the competition. I say this as a Boston-based marketing consultant and publicist for plastic surgeons, cosmetic dentists, hair salons and skincare salons. Call me at Maxima Marketing at (781) 407-9305 for a free 15-minute consultation. I’m also the co-author of the bestseller, OFF THE WALL MARKETING IDEAS, which is filled with hundreds of marketing strategies and tips, many of which are no-cost and low-cost.


Today’s marketing tip is to do something different, because it frequently has great results. I know that because I’m a marketing expert, who specializes in servicing plastic surgeons, cosmetic dentists, hair salons, and skincare salons. I’m in love with this marketing gimmick. An investment management firm wanted to re-engage with advisors who were facing challenges in their business due to a volatile market. Their message? They helped navigate stranded investors through stormy financial seas. So, they packaged it all in – are you ready? – 7-inch, plastic bottles with a paper map inside — something that you might find if you were shipwrecked – and it was the proverbial message in a bottle. Inside the bottle was just enough information to pique someone’s interest, and a link to a website. A whopping 46 percent of targeted customers visited the URL and 13 percent completed an online form. Mind you, the bottle was sent without a box. Isn’t that clever? For more crackerjack, clever marketing ideas, give me a call at my business, Maxima Marketing, at (781) 407-9305.

Attention to National Relaxation Day!

I’m the owner of Maxima Marketing in Westwood, Massachusetts, and a skilled marketing copywriter, marketing expert and publicist for plastic surgeons, and marketing expert and publicist for cosmetic dentists. Do you need to R-E-L-A-X? Would you trade in Labor Day for a new national holiday on August 15 called National Relaxation Day? A new survey conducted by Princess Cruises found that three-quarters of Americans would happily trade labor Day for National Relaxation Day. Nearly a quarter (23%) of Americans have never had a relaxing vacation, and, for those who have, it has been an average of three years since they last took a break from the routine grind of daily life. Three-quarters (74%) of Americans reported their inability to relax frequently negatively affects their mental and physical health. OK – so if you’re a business what can you do about that? To celebrate this day, Princess Cruises will provide its employees with complimentary yoga classes as well as shifting the dress code from business-casual’ to summer-fun.'” As a business, you could use Flex Time on this day, allowing employees to come in later and leave earlier. And if you’re a spa, this day was made for you – all you need to do is to encourage the American public to visit your location for a calming, relaxing rubdown with a velvet glove.

Add Bling To Your Bio, To Make It Sparkle

One of the most important things you can do, as a business owner, is to have a biography of yourself ready to give to the media. When a reporter calls you, you want to present yourself in the best possible light. Well, one mistake that many people make, when writing their bio, is that they merely lift material from their resume, including long lists such as degrees earned, honors achieved, and employment history. That’s ok – but it’s boring. Sometimes the most talented authors write the worst bios. Instead, you should ask yourself some questions that may produce fascinating answers. Who is your hero – and why? What event in your childhood had the greatest effect on your life?? If you weren’t doing what you are doing now, what other job would you have? What lesson from Mom do you still live by today? What’s the craziest thing you’ve ever done? These questions can help turn your biography from bland, to grand. I saw this as a copywriter, and as a Continue reading

Divorce Is Distasteful In Hotel Marketing Efforts

Today’s tip is all about having good taste in your marketing. I have to say – this week I got an email from a luxury resort in Puerto Vallarta that had me reeling – and very angry. This luxury, adults-only boutique hotel, which is a member of Leading Hotels of the World, is capitalizing on the tragic high divorce rate, by offering a special package for divorced people. That in itself is disturbing – those people who have untied the knot are invited to “rejoice in your newfound freedom,” and the hotel package includes a cocktail party and a jewelry consultation to redesign your ex-engagement ring. But what shook me to my core is the – are you sitting down – the special little ring coffin that they will give you, to celebrate the death of your marriage. You heard it here, folks – a coffin for your wedding ring. Creative marketing is one thing, but this takes the wedding cake. This is bad marketing. I know a disturbing marketing gimmick when I see it, and I say that as a cosmetic surgery marketing consultant and publicist, as well as someone who is a cosmetic dentistry marketing consultant and publicist and a professional travel writer. My business, Maxima Marketing, specializes in marketing and publicity for a wide variety of practices and businesses.