Update to Nikon Retail Leverage Example
- Sep
- 29
I found some great material supports our example of how Nikon gained Retail Leverage with “Something So Big It Can’t Be Ignored” (the Ashton Kutcher campaign).
Please click on the the title to read the full post.
read moreSomething 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
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 moreDon't Be A Jack Of All Trades At Retail
- Aug
- 10
Own something!
To state the obvious, stronger brand positions, or leverage vis-à-vis the retailer, means having a strong degree of consumer PULL. Retailers come to you and want your product, when customers come in droves to their well-lit, organized boxes asking for your product…by brand name. Even if your national brand position is small, your consumer pull should be strong in some way shape or form. OWN SOMETHING…or perhaps more correctly….OWN SOMEONE.
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.
read more
