SEPTEMBER 2003 HIGHLIGHTS...
	Director's Note: Best of Intentions, Worst of Results What's NEW in the Library Research: Impact of Displays on New-Product Trial NEW Training: The Nuts & Bolts of P-O-P Packaging for the Warehouse Club Channel NEW Feature: Category-Specific Insights

Director's Note: BEST OF INTENTIONS, WORST OF RESULTS

Conducting a retail promotion and not coordinating in-store execution is like planning a wedding and not showing up: If you're not going to be there, why bother making the arrangements? The Aug. 26 home video launch for The Lord of the Rings: The Two Towers had all the makings of a big-event day. New Line Cinema's release was the most anticipated title of the year, and any retailer with videos in the store set -- from Blockbuster on down to CVS -- was advertising its availability. Some, like Best Buy and Meijer, held midnight parties to attract the film's rabid fans. Many tied in with New Line's promotional partners for incentives, advertising free Dr Pepper/Seven Up products or $5 off with the purchase of Duracell batteries. All featured the video prominently in weekly circulars. Expecting to find an array of unique and impressive merchandising initiatives to match this advertising frenzy, the Institute spent the day visiting as many stores as possible. It was a near-fruitless search. Aside from the occasional freestanding display, few stores offered any special merchandising. Most simply stocked the title on existing video racks -- right alongside Kangaroo Jack and What a Girl Wants. Employees invariably were unaware of the advertised promotions. Perhaps worst of all, most chains offering the brand tie-ins didn't have the corresponding product in stock. Consumers bought 3.5 million copies of The Two Towers video on Aug. 26. We're fairly certain few were sold through the outlets we visited -- except for Wal-Mart, which characteristically chose price over promotion, and had near-empty pallet displays just hours after stores opened. The other retailers we visited missed an opportunity to capitalize on a bona fide sales event. Brand partners, too, lost the chance to drive volume through the promotions. One of the In-Store Marketing Institute's main goals is to foster better understanding of how vital in-store execution is to the success of marketing campaigns. We hope to do this through research and education, and we're currently working with members to identify ways of doing so. We encourage your input, and we welcome your support. Sincerely, Peter Breen Managing Director, Content Members log on for more now! »

Research: Impact of Displays on New-Product Trial

A new study finds that 39% of shoppers learn about new products through P-O-P displays. And more than 75% say they are more likely to buy a new product if they see it on a display. Commissioned by Institute Founding Benefactor Henschel-Steinau Inc. and conducted by Meyers Research Center, the study examines how shoppers in the oral-care aisle learn about new products, and what factors they consider when deciding to buy. It also finds that a "highly informative" display can significantly increase purchase intent. Click here for more findings. Members: Get the full story here! »

NEW Training: The Nuts & Bolts of P-O-P

Understanding the entire P-O-P process -- from how displays influence shoppers to the manufacturing processes involved in creating effective displays -- can produce better marketing and increase sales. Now more than ever, it is imperative that product marketers have a thorough knowledge of which materials, technologies and processes are appropriate in the design of displays for their specific brands, budgets and channels. The Nuts & Bolts of P-O-P, an exclusive, six-course program developed by Vernon Hills, IL-based Benchmarc, explores the basic concepts and components that go into the design and manufacture of displays. Each month, the Institute will release a new module focusing on a different design material. The course begins this month with an overview of plastics. Members: View the first installment here! »

Packaging for the Warehouse Club Channel

Costco and Sam's Club are single-handedly changing the rules of packaging for brand marketers. These chains don't just want economy-sized packages and multi-pack sets, but unique designs and functional innovation as well. And they're increasingly asking vendors to develop secondary packaging that can double as displays and add some marketing atmosphere to the drab warehouse environment. Packaging expert James W. Peters examines the warehouse club channel, offering tips on how to meet retailer demands and case studies on successful programs. Members: Learn how to package for clubs now »

NEW Feature: Category-Specific Insights

Selling technology products isn't exactly the same as selling toothpaste. Shoppers need to learn everything necessary to make a purchase decision within minutes, but can be easily overwhelmed when too much information is presented. Therefore, the messaging on packaging and displays must be informative but not intimidating. In "Connecting with the Technology Shopper," Perception Research Services president Scott Young offers the first in a series of exclusive articles offering best practices for specific product categories and retail channels. Also, read Young's insights into new products, private label, interactive kiosks, and more in the Research Library. Members: Get category-specific know-how »

Kickoff Time: Join Us at the Launch Party!

If you plan to be in Chicago for The P-O-P Show next week, be sure to join us in celebrating the launch of the In-Store marketing Institute at our Institute Kickoff Party on Wed., Sept. 24, at 4:30-6:30 pm on the rooftop of Navy Pier. You'll be joining other marketing professionals such as yourself committed to excellence at retail. Cold drinks, hot food and live music will help ensure a great time. Admission is free for Institute members, $15 for non-members and tickets are available at the door or at on-site registration. For more information, call (847) 675-7400, ext. 127. Get the details on the party here! »