As a retail marketing superhero, I can’t go shopping without obsessing over awesome at-store marketing. Sometimes Pointwoman and the kids get embarrassed. While out shopping last weekend, I kept an eye out for refreshing new promotions. The color schemes (pastels and bright tones) and new menu offerings (focus on cold items) indicate that spring is in full swing. Here are a few examples that stood out to me: Great food … Read More
The success of your at-store marketing depends a lot on the efficiency of your process. It’s one thing to have a great idea, but the execution of that concept will make or break your campaign. I recently found this great cartoon on Marci Reynolds’ “The Operations Blog.” The reasons outlined in this cartoon are all factors that can lead to fragmentitious, the evil inefficiency that haunts retail marketing campaigns. While … Read More
Being a superhero is hard work, but my superhero duties are nothing compared to the amazing things charities accomplish every day. This week I asked Glen Tyler to discuss a topic that he is passionate about – cause marketing. The thread of charity work is woven throughout many different aspects of American culture. Aligning with a charity has long been a part of the marketing plans and efforts for retailers. … Read More
Often times, in-store marketing is viewed as an opportunity to communicate a deal, the best savings, or an incentive to purchase. While the brick and mortar store is one of the best places to communicate this type of message, there is so much more the in-store environment can be utilized for. You can create an experience and evoke emotion while communicating promotions and price. By creating a more appealing and engaging atmosphere, … Read More
From Newsweek to Adage, the buzz this week is the return of the popular AMC show, Mad Men. The glamour and prestige of the advertising glory days on Madison Avenue has enthralled a captive audience. Pointwoman and I are eager to kick back Sunday night and watch the return of the show, but it always brings up interesting observations about the dawn of modern mass media communications. Advertising in this … Read More
I talk a lot about the implementation of at-store marketing. In order for the implementation to be effective, you need franchisee support. This week Diane Longoria, our Director of Marketing, is here to guest blog on making the best of the corporate franchisee relationship. Often times, there is a love/hate relationship between corporate marketing and franchisees. This natural phenomenon happens because of the nature of business – each party has … Read More