FEBRUARY 2004 HIGHLIGHTS...
	Director's Note: Fanfare for the Common Man Research: Cross-Channel Shopping Close-Up Study from Meyers Research Center Tactical Insights: Five Principles of Effective Packaging Research Desktop Marketing Conference: Best Buy's Damian Explains "Complexity Simplified" Case Study: Integrated Brand Development at Wilson Sporting Goods

Director's Note Fanfare for the Common Man

When it comes to marketing news, mass-media advertising always has been the favored child, in-store marketing the nerdy cousin -- the one who gets invited to the party out of obligation, not desire. News stories in business publications and the trade press typically will devote full columns to describing the creative of a new TV spot or the concept of a national consumer promotion, then toss in a few token lines noting only that "P-O-P supports" or "the campaign features account-specific overlays with major retailers." Therefore, it's always noteworthy when the media focus turns to marketing at retail, as it did last month when Stuart Elliott of The New York Times -- the dean of advertising reporters -- covered ad agency Grey Global's move into the "formerly arcane field" of in-store execution. By acquiring a division of sales and merchandising giant Crossmark (and combining it with promotion arm J. Brown), Elliott explained, Grey can now handle "the nuts-and-bolts chores that seem plebian compared with the more glamorous elements of advertising like Super Bowl commercials but can determine whether a product is purchased: stocking and restocking shelves, setting up displays, checking whether promotions that marketers are paying retailers to run are actually taking place and analyzing sales data." (To read the full story, click here.) Of course, the typical consumer product company spends far more on such "plebian" efforts than it does on media advertising. And for every company that dropped $2.3 million for a 30-second Super Bowl spot, there were at least a handful allocating millions to gaining prime retail placement in the days leading up to the game. In its Feb. 8 issue, Advertising Age called in-store marketing a "disarmingly sensible" strategy, but devoted most of its annual coverage of the discipline to discussing available media options, and little to examining how vital it has become (aside from a couple of perfunctory -- and conflicting -- remarks about the level of in-store purchase decisions.) Those who make their livelihood in marketing at retail already know how important it is. They know that the real question isn't whether Budweiser or Coors aired the more creative ad on Feb. 1, but which beer brand occupied more supermarket endcaps on Jan. 31. In another story last week, Ad Age outlined a "fundamental shift in marketing approach" for Procter & Gamble, through which the company has "shifted dramatically" toward "winning consumers in the store, with packaging and displays major factors in the outcome." Hey, if Procter & Gamble is willing to be plebian, who are we to argue? As always, we encourage your feedback and welcome your support. Sincerely, Peter Breen Managing Director, Content Members: Log on for more. »

Research Cross-Channel Shopping Close-Up Study from Meyers Research Center

"Display-sensitive" shoppers are more likely to browse stores beyond their intended destinations. That fact lends support to the contention that P-O-P displays help put consumers in a buying mood. In the exclusive "Cross-Channel Shopping Close-Up Study," Meyers Research Center examines shopping habits in supermarkets, mass merchants, supercenters, drugstores and warehouse clubs and finds that shoppers who are influenced by displays tend to visit stores more frequently. Members: View the research here. »

Tactical Insights Five Principles of Effective Packaging Research

Asking consumers to compare various packaging designs turns them into "art directors" focused on aesthetics or "brand managers" hung up on the differences between options, warns Perception Research Services president Scott Young. In his latest exclusive article for the Institute, Young discusses the factors marketers must consider to accurately estimate the in-store impact of a packaging design -- because what's appealing in consumer tests won't always work on the shelf. Members: View the article here. »

Desktop Marketing Conference Best Buy's Damian Explains "Complexity Simplified"

In the technology age, store designs become "old game" as soon as they roll out, and smart retailers must continuously reinvent themselves to meet ever-changing consumer needs, according to James Damian, senior vice president of Best Buy's Experience Development Group. In a presentation given at last fall's In-Store Marketing Summit, Damian outlines Best Buy's vision of the future, how emotional branding will be required to build sustainable relationships with consumers, and how vendors need to align themselves with that vision to remain effective partners for the chain. Members: View the presentation here. »

Case Study Integrated Brand Development at Wilson Sporting Goods

Developing a unique brand story in a category where every SKU consists of "little white balls" can be a major undertaking -- especially when the brand's steward must coordinate the activity of six marketing services partners. Tom Gruger, Business Director at Wilson Sporting Goods, teams with two of those partners, Kevin Masi of Torque Ltd. and Paul Miller of Southwood Industries, to provide a detailed post-mortem on the successful rollout of the Wilson Jack golf ball and the steps taken to produce a fully integrated campaign. Members: View the presentation here. »