I don’t care whether you are a retailer or a brand marketer, I just know that at some point on Friday November 19, 2010 you wished you had the same idea that some genius(es) at TJ Maxx did.read more
The strategy is nothing short of genius – find a high-demand, high dollar consumer electronic product category and profit by selling the low-cost, high-margin accessories that complement the device and make it actually work.read more
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WATCH & LEARN – HOME DEPOT DECLARES BLACK FRIDAY IN APRIL:
The fight for Retail Leverage doesn’t end with brands duking it out in the aisles. Retailers take it outside, fighting their own battles. If you think unemployment, the real estate market, and tight credit has hurt sales for your brand, imagine how that rolls up to create a desperate environment for the retailer. While the home improvement sector in retail is still fragmented, the two resounding leaders are Home Depot and Lowes.
Home Depot, in a bid for some Retail Leverage of its own, and in an effort to drive year over year sales growth, has declared “Black Friday Is Back”, creating their own retail big event.
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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
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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).
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Something So Big You Can't Ignore It = Retail Leverage (aka Nikon Punk'd The Competition & Gained Retail 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.
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