Author Archives: Ben Smith
CES Is A Great Opportunity To Gain Retail Leverage
- Jan
- 03
- Posted by Ben Smith
- Posted in Blog, By Ben Smith, Why You Need Leverage
Let’s just say that I care enough about the total experience of CES that I would pay to go on my own if I didn’t get to for my job.
How Can You Gain Retail Leverage At CES?
I also believe CES provides a one of a kind opportunity to maintain industry connections, and more importantly, forge new ones.
So this is our invitation if you want to connect with us, talk shop, and discuss Retail Leverage strategies (or play craps – or both at the same time). When we have some downtime at the show, or after hours, the door is open. This invitation is to marketing and sales pros from CE brands, their agencies (PR, marketing, advertising, etc), and pretty much anybody looking to gain Retail Leverage. We hope to see you there!
The best way to contact us is via our twitter account (@retailleverage) or retailleverage@gmail.com .
read moreWill Your Brand Be Up To The Challenge At Best Buy?
- Dec
- 14
- Posted by Ben Smith
- Posted in "How To" Get Leverage, best buy, Blog, By Ben Smith, Challenger Brand Strategies, Why You Need Leverage
We here at Retail Leverage are big fans of Best Buy, so we were delighted when BusinessWeek took a look at Best Buy in the post-apocalyptic environment after the demise of Circuit City. While Walmart and Amazon are worthy foes, Best Buy is the only large national consumer electronics player left standing. However important Best Buy was before as part of the buying process – regardless of the final point of purchase – Best Buy is now ready to take advantage of its position.
If you are a challenger brand marketer (or an agency working with one) there are lots of takeaways.
To read the full article, click on the Title.
read moreCostco Minus Coke Illustrates Retail Leverage
- Nov
- 19
- Posted by Ben Smith
- Posted in Blog, By Ben Smith, Coca-Cola, Costco, What Is Retail Leverage, Why You Need Leverage
Coke and Costco are about to find out, together, who has retail leverage in this relationship. The only question is how long will it take? One party will eventually have to make concessions, or more concessions than the other guy, and for those of us keeping score at home, it should be obvious who the winner is.
Think about other categories. At its most basic form, Retail Leverage comes down to who needs who more.
To read the full article, click on the title link above.
read moreFirst 100 Days of Retail Leverage
- Nov
- 08
- Posted by Ben Smith
- Posted in Blog, By Ben Smith, Challenger Brand Strategies, Uncategorized
What Makes Retail Leverage Tick?
Challenger brand marketers have to be more creative and do more with less. Inspiration can be found anytime, anywhere. We look for ideas in business and trade publications, store walk-thrus, weekly circulars, pop culture. The 3 contributors behind Retail Leverage have lived this daily for a combined 40 years (and with challenger brands, there definitely is a “dog years” multiplier in terms of experience). We hope that by sharing our ideas, inspiration and commentary we can help others – and we think we are.
To read the full article, click on the title.
read moreWhat The Bleep Is POWERMAT And How Did They Get Retail Leverage?
- Oct
- 06
- Posted by Ben Smith
- Posted in "How To" Get Leverage, best buy, Blog, By Ben Smith, Can't Be Ignored, Examples of Leverage, Offer Exclusivity, Target
When you start breaking down Powermat’s launch strategy, you’ll realize they are using a hybrid of retail leverage strategies. More importantly, they are doing it on a scale much more relevant to challenger brand marketers used to dealing with 7 figure budgets.
1) Offer Program or Product Exclusivity (sort of)
2) Have Something So Big “They” Can’t Ignore
To read the full article, click on the title link.
read moreUpdate to Nikon Retail Leverage Example
- Sep
- 29
- Posted by Ben Smith
- Posted in Blog, By Ben Smith, Can't Be Ignored, Examples of Leverage
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
- Posted by Ben Smith
- Posted in "How To" Get Leverage, Blog, By Ben Smith, Can't Be Ignored, Examples of Leverage
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
- Posted by Ben Smith
- Posted in "How To" Get Leverage, Blog, By Ben Smith, Hot Product, Uncategorized
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 moreIs Paul Frank Monkeying Around With Target – Or Using Retail Leverage?
- Aug
- 12
- Posted by Ben Smith
- Posted in Blog, By Ben Smith, Examples of Leverage, Pent-Up Demand
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
- Posted by Ben Smith
- Posted in best buy, Blog, By Ben Smith, Examples of Leverage, marketing, Offer Exclusivity
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.
Tags
Subscribe
Follow Us
Recent Posts
- Take Your Design Business To The Next Level
- What Is Your Retail Leverage Factor?
- More Margin More Retail Problems?
- Retail Leverage – An Agency Executive’s Perspective
- How To Maxx Out Retail er Leverage (With Unwilling Help From Apple’s IPAD)
- All Hail the Kings of Retail Leverage – Monster Cable
- Shelf potato alert – Microsoft Kin mobile phone
- What Is A Shelf Potato?
- Martha Stewart Called To Carpet For Benefiting From A Legal Trade
- Forget Perfection – Just Worry About Good Enough
- Sharp Quattron TV’s Add Yellow But Their Marketing Makes Me Blue
- Product Specification: A Shield in the Battle Against Private Label at Retail
- The Concept Of Retail Momentum: Feed The Beast Or Lose It
- Want To Gain Big Dollar and Lots of Leverage In General At Retail? Look Closely To Find The Answer.
- Understand Retailer Private Brand Strategy By Watching Football