June 2005 Highlights
| Director's Note: In the Driver's Seat |
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Ford Motor Co.'s latest campaign to reach men who
might buy their pickup trucks doesn't feature a
NASCAR tie-in or a 30-second spot during American
Chopper.
It does feature pickup trucks parked
outside 1,600 stores in The Home Depot chain,
accompanied by an incentive offer for free tools
with purchase. Hey, what better place to find
do-it-yourself types whose lifestyles require six
feet of flatbed?
Ford approached Home Depot with the concept,
after finding success last year with a program
offering test-drives at 400 stores that resulted in
500 truck purchases. (Toyota ran a similar 2004
campaign through Bass Pro Shops.)
Home Depot is using the promotion as a key
component of a store-wide "Seize the Summer"
campaign, and "it's giving us a nice shot in the
arm," Roger Adams, the chain's new senior vice
president of marketing, told members of the
Institute's Executive
Advisory Council (EAC) at a meeting in
Minneapolis last week.
The campaign illustrates the emergence of retail
as the "new mass point of receptivity," in the words
of Scott Moore, chief planning and analytics
officer for marketing agency Arc Worldwide and a
featured speaker at last month's In-Store Marketing
Summit in Oak Brook, IL.
If retail truly has become the best place to
reach large groups of consumers (and we, naturally,
believe it has), care must be taken to develop the
"medium" wisely. Messages from relevant outside
companies can help a retailer solidify its own brand
positioning. You can argue that Home Depot, for
instance, is offering its customers a possible
"solution" to their transporting needs -- not to
mention a shopping cart they can use to take their
purchases home.
But the addition of numerous ads from products
and services you can't find in the aisles could
easily lead to a cluttered, ineffective sales
environment. Best Buy, for instance, won't accept
outside advertising on its in-store broadcast
networks because it detracts from the chain's
mission, according to Spencer Knisely, senior
manager of design integration for Best Buy's
Experience Development Group, and another featured
speaker at last week's EAC meeting.
The primary reason in-store marketing works so
well is because it delivers the marketing message to
consumers who can immediately buy the
product. The latest proof of that comes from U.K.
retailer Asda, which conducted a test of digital
signs last fall and found that incremental sales
often were twice as good when the advertised
products were displayed right near the monitors.
After all, that's why they call it the point of
purchase.
Peter Breen
Managing Director, Content
In-Store Marketing Institute
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| Desktop Marketing Conference: "Customer-Centric Store Execution" by James Damian of Best Buy |
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Most retailers talk about tailoring the store
environment to meet the needs of customers. Best
Buy, on the other hand, is doing it. Not satisfied
with implementing a groundbreaking Customer
Centricity program that redesigns stores to match
local shopper demographics, the chain is
experimenting with alternative formats that bring
the brand experience to life at the community level.
Hear James Damian, head of the company's Experience
Development Group, explain Best Buy's philosophy in
a presentation delivered at last month's In-Store
Marketing Summit.
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| Case Studies: "Retail Shoppability: A Measure of the World's Best Stores" by Dr. Raymond Burke |
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What makes a great store? An attractive yet visually
simple appearance that helps deliver a convenient
and enjoyable shopping experience, according to
Raymond Burke, E.W. Kelley Professor of Business
Administration at Indiana University's Kelley School
of Business. Burke outlines the "10 Principles of
Retail Shoppability" in a report published as part
of the Retail Industry Leaders Association's new
book, Future Retail Now: 40 Of The World's Best
Stores.
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| Case Studies: The 2005 Newspaper Merchandiser of the Year Awards |
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Though a staple in numerous retail channels,
newspapers often are among the most under-promoted
products in the store. But savvy marketers in the
category create programs that go way beyond the
metal rack to inspire strong retailer support. For
the second straight year, the Institute presents
case studies from the Newspaper Association of
America's Single-Copy Merchandiser of the Year
Awards. (Thanks to the NAA for its support.)
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| Retail Handbook: Entertainment Tie-ins as a Merchandising Hook |
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Neither retailers nor product marketers rate
entertainment tie-ins very highly as a means of
driving incremental sales. So why does it seem as if
every third shipper has a Hollywood hook? Because
retailers believe licensed imagery helps enhance the
store environment, and because product marketers
know that a little movie magic can earn prime
positioning for their displays. (If you don't
believe us, just ask Pepsi, which last month
dominated supermarket and mass-merchant lobbies
thanks to a beverage cooler shaped like R2D2.
) The Institute library now boasts more
than 500 articles and 1,200
images
covering in-store programs with licensed tie-ins.
Start your research with the latest blockbuster, Pepsi's
tie-in to Star Wars: Episode III -- Revenge
of the Sith.
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| Welcome New Institute Members |
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The In-Store Marketing Institute is delighted to
welcome new and renewing members to the Institute
family. Below is a list of the companies that signed
up recently. Welcome aboard.
- Broan-Nutone, www.broan-nutone.com
- Checkpoint Systems, www.checkpointsystems.com
- CounterPoint, www.counterpointmats.com
- Cramer-Krasselt, www.c-k.com
- CVS Pharmacy, www.cvs.com
- Edge Display Group Enterprise, www.edgedisplay.com
- Gilmore Group, www.gilmoregroup.net
- Infokiosk, www.infokiosk.it
- JSAKALEY3, www.jsakaley3.com
- Kraft Foods/Nabisco, www.kraft.com
- Lifetime Products, www.lifetime.com
- Love Box Co., www.lovebox.com
- Marin's USA, www.marinsusa.com
- MeadWestvaco, www.meadwestvaco.com
- National Adhesives, www.nationalstarch.com
- Nestle-Purina, www.nestle.com
- Northwestern University, www.northwestern.edu
- Oh My Sole, www.ohmysole.com
- Orange County Container,
www.orangecountycontainer.com
- Packaging Corporation of America,
www.packagingcorp.com
- PepsiCo, www.pepsi.com
- Protool Manufacturing, www.protoolmfg.com
- SC Johnson, www.scjohnson.com
- Seismicom, www.seismicom.com
- Shoppers Drug Mart, www.shoppersdrugmart.ca
- Target, www.target.com
- The Retail Communication Group
- The Solution Partnership,
www.thesolutionpartnership.com
- The Sunflower Group, www.sunflowergroup.com
- TracyLocke, www.tlp.com
- Tripp Agency, www.trippagency.com
- Zipatoni, www.zipatoni.com
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NEW in the Library... |
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Retail Handbook
Family Dollar opened 500 new stores in 2004 -- which
alone are enough to qualify it as one of the
nation's largest retailers. The chain now has more
than 5,600 outlets, which makes it a real force to
be reckoned with. View a new Retailer Profile.
Plus, new articles on account-specific marketing
in supermarkets, office-supply stores, home
improvement chains, drugstores, and other channels.
Research Library
"The Impact of Creative Elements on Display Sales"
and "Creative Touches" examine the role
entertainment tie-ins play in driving incremental sales.
Image Vault
View more than 50 images of merchandising activity
leveraging imagery from Star Wars: Episode III --
Revenge of the Sith.
Plus, more than 150 additional new images of
displays and signs.
Case Studies
New campaigns from Hallmark, Turtle Wax, Nestle,
Sony PlayStation, PF Flyers and dozens more.
Plus, the latest installment of "Ricci at Retail."
Legal Corner
Florida just relaxed regulations on advertising
games, contests and sweepstakes. That means marketers
no longer have to sacrifice half their header cards
to the fine-print rules. Read about the changes here.
Lecture Hall
Fresh from Nestle-Purina and new to the world of
consulting, industry veteran (and P-O-P Hall of
Famer) James Marstiller advises marketers to
"Stop Thinking Outside the Box!" in an
excerpt from his new book, The Power to Innovate.
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