Illustrative examples of how brands and retailers gain leverage.
Something So Big You Can't Ignore It = Retail Leverage (aka Nikon Punk'd The Competition & Gained Retail Leverage)
- Sep
- 14
NIKON GAINED RETAIL LEVERAGE
Nikon is a great and current example of a brand that has gained significant Retail Leverage in the last year thanks to their media campaigns featuring the ever popular Ashton Kutcher. I have nightmares of that guy dancing through my head.
Nikon gained retail leverage with something so big, it couldn’t be ignored. Couldn’t be ignored by consumers. Most definitely couldn’t be ignored by retailers. And unfortunately for the marketing and sales folks at Sony, Canon, Kodak, Fuji, Olympus and Samsung – it probably wasn’t ignored by the boss.
To read the full article click on the title.
read moreHot Product With No Substitutes = Retail Leverage
- Aug
- 25
We’ve come up with 5 strategies / paths / scenarios on how you get Retail Leverage. This will start a series of posts that examine each of those 5 examples.
1. “Have The Hot Product With No Substitutes”:
The Nintendo Wii example advocates channeling all of your resources into one product, especially if you have a product where there are no substitutes.
read moreRosetta Stone Speaks the Language of “Retail Leverage”
- Aug
- 23
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
SUMMARY:
Earlier this week, Office Depot formally announced plans to become the exclusive office product superstore to offer Rosetta Stone’s award-winning Rosetta Stone computer-based language learning system.
How did Rosetta Stone gain retail leverage?
1. Direct-response selling (infomercials)
2. Launch exclusively with specialty/boutique retailers
3. Launch exclusively with one major retailer
Success Breeds Success – Five Ways to Unleash “Pent-up Demand” at Major Retailers
- Aug
- 19
THIS IS AN EXCERPT; TO READ FULL ARTICLE, CLICK ON TITLE.
SUMMARY:
Retail buyers hate risk.
Five approaches which establish a track record of success prior to engaging with the universe of major retailers:
1. Over-invest in Trade Shows
2. Seriously consider direct-response advertising
3. Launch exclusively with specialty/boutique retailers
4. Build a “community”
5. Launch exclusively with one major retailer
Remember, very few strategies give your challenger brand more leverage at retail than the promise of bringing your successful past to the retailer’s risk-averse present.
Is Paul Frank Monkeying Around With Target – Or Using Retail Leverage?
- Aug
- 12
Paul Frank launching kids line at Target is classic example of Rule #4 to Gain Retail Leverage – Bring Pent-Up Demand To Stores.
To read the full article click on the title.
read moreHow Tivo Is Gaining Leverage at Best Buy
- Aug
- 05
EXCERPT:
TO READ FULL ARTICLE, CLICK ON TITLE:
SUMMARY:
Tivo is gaining leverage at Best Buy but they both stand to gain a great deal. In July they announced a marketing and product development partnership with Best Buy.
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