Practices, concepts and strategies that can be implemented to gain leverage. May contain examples, but is more of a teaching point.
Can Airport Kiosks Help You Gain Retail Leverage? They Did For NEAT!
- Oct
- 26
- Posted by Steve Marzio
- Posted in "How To" Get Leverage, Blog, By Steve Marzio, office depot, office max, Pent-Up Demand, staples
NEAT! organized its retail leverage strategy around airport kiosks. They built a base of success in airports. Their first retailer was their own channel. They believe this gave them their best chance to succeed. Today, Neat’s products are found on the shelves of the largest Office Superstore chains – Staples, Office Depot and Office Max, many regional retailers and on the websites of such behemoths as Amazon.com.
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 moreThe Ad Agency Dilemma – Retail Leverage Friend or Foe?
- Sep
- 20
- Posted by Vincent Young
- Posted in "How To" Get Leverage, Blog, By Vincent Young, Challenger Brand Strategies
Excerpt:
Our problems become their problems. Here in-lies a potential conflict – an ad agency is a business and its goal is to encourage its clients to spend as many marketing dollars with the agency as possible. While this is a very understandable desire, it may limit the challenger brand’s ability to use its marketing dollars to gain retail leverage as sometimes critical investments need to be made to support the retailer which may cut out the agency’s interests.
3 ways challenger brands can motivate their ad agencies to support their need for retail leverage:
1. Check your agency’s “Retail Leverage” I.Q.
2. Teach your ad agency about your business – not just your brand.
3. Implement an Incentive-Based Agency Fee System
The P Word
- Sep
- 15
- Posted by Steve Marzio
- Posted in "How To" Get Leverage, Blog, By Steve Marzio, Why You Need Leverage
The secret 6th entry in the 5 sure-fire ways to get Retail Leverage is Price. I feel dirty even saying it.
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 moreSuccess Breeds Success – Five Ways to Unleash “Pent-up Demand” at Major Retailers
- Aug
- 19
- Posted by Vincent Young
- Posted in "How To" Get Leverage, Blog, By Vincent Young, Examples of Leverage, Pent-Up Demand
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.
How To Build A Culture Geared Toward Retail Leverage
- Aug
- 12
- Posted by Vincent Young
- Posted in "How To" Get Leverage, Blog, By Vincent Young, Challenger Brand Strategies
Five Ways To Build A Culture Geared Toward Retail Leverage:
1. Tie each corporate executive’s bonus to growth at a “pet” retailer
2. Have the sales team do some heavy lifting during National Sales Meetings.
3. Require product managers to model profit pool for their category at key retailers.
4. Shop together and learn.
5. Don’t enable the “Desktop Marketer.”
To read the full article click on the title.
read moreDon't Be A Jack Of All Trades At Retail
- Aug
- 10
- Posted by Steve Marzio
- Posted in "How To" Get Leverage, Blog, By Steve Marzio, Challenger Brand Strategies
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 moreTags
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