- Gorrie wins Silver at CMA Awards Gala
- Brand New Thinking - Why It’s Time To Rethink. Not Retrench
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- Going Green takes “Brand New Thinking”
- Taking on the world takes “Brand New Thinking”!
- As consumer confidence grows – so should your in-store presence!
- Procter & Gamble Buys into Shopper Marketing
- Brand New Digital Thinking
- Marketers invade grocery aisles to pitch in the ‘last three feet'
- Brand new thinking for a brand new low cost wireless provider
- Digital signage adds a new dimension to your communication!
BRAND NEW THINKING - WHY IT’S TIME TO RETHINK. NOT RETRENCH
Smart brands aren’t just weathering the storm; they’re sailing into it with confidence. This recession has all the makings of a ‘perfect storm’ because of its root causes – a housing collapse, credit crunch and financial turmoil – the worst economy since the Great Depression.
And it is posing a major challenge for today’s brand managers: how to chart these uncertain waters? It is abundantly clear that no company can batten down the hatches and wait for the storm to blow over and expect their brand to survive intact. Doing nothing is NOT an option.
It’s also clear that retailers are not going to speculate on your inventory. Their traffic numbers are down and shelf inventory is becoming visibly reduced. Most brands have already gotten the message… less inventory, fewer brand extensions, hold prices or reduce and move the goods as fast as possible. My advice: now is the time to not simply weather the storm; but to sail into it confidently – with a plan of action.
Gorrie offers a variety of POP options to help market your product effectively and efficiently. From left to right: Shell Rain–X Wiper Display, Mythic Paints Display, Pepsi Counter Merchandiser and Penaten Shelf Organizer.
Gorrie offers a variety of POP options to help market your product effectively and efficiently. From left to right: Shell Rain–X Wiper Display, Mythic Paints Display, Pepsi Counter Merchandiser and Penaten Shelf Organizer.
IN–STORE IS THE BATTLEGROUND FOR YOUR CUSTOMERS’ HEARTS, MINDS AND WALLETS
It’s time to rethink where you are putting your marketing dollars. Right now all your efforts should be focused on supporting your brands where you sell them…In–store. Historically, in–store marketing thrives in downturns. Brand associations do not erode overnight, so even when a brand is not advertising, in–store media and signage will remind people of the brand’s promise right at the point of purchase.
A.G. Lafley, Procter & Gamble’s CEO, said in a recent call with investors that P&G is shifting more dollars into coupons, hoping to dovetail with customer behavior in a recession. He also said that spending has gone up for in–store, point–of–purchase promotions*.
Point of Purchase Advertising is being called a lot of new things these days, for instance, ‘Shopper Marketing’, but let’s just look at the basics. You have a listing for the stores, you have the shelf space, you have the line extensions, you may even have an ad in the weekly flyer… great, and you’re doing a lot right. But what is going to turn the Walmart and Target customer into YOUR customer? It is going to be POP that sets your brand apart from your competitors and delivers your features and benefits right at the point of purchase.
5 REASONS WHY POP DELIVERS IN A RECESSION
Now is the time to rethink how to capture market share while the competition is retrenching. There are over a hundred ways to use displays. Here’s why POP is the medium to choose in a recession to talk–and sell–face to face with your customer.
• POP is inexpensive. In times like these it is effective because it’s targeted to the retailer and the audience of the retailer.
• It can be temporary, lasting only a month, or permanent, lasting up to five years. You can address all the features and benefits that make your brand stand out, with a call to action to purchase.
• You can attract consumers through local promotions, contests, gift with purchase or coupons that bring your customers back in the future.
• POP is real time, with real people purchasing your brand and that is powerful stuff.
• Investing in POP is not just about protecting and growing your position today. It’s about adapting to long–term realities. When we recover from this recession, your brand will have a greater opportunity to thrive, while others are struggling to survive.
This is not the first market downturn that I have experienced and it will not be the last. In my experience, those who face it head on have consistently led the recovery. My advice to you is to take the helm, turn today’s turbulent marketplace into an opportunity by rethinking how to connect one on one with the people that matter…your customer. You’ve nothing to lose but market share.
• Bob Gorrie, Chairman & CEO
