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!

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

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What The Bleep Is POWERMAT And How Did They Get Retail Leverage?

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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The Ad Agency Dilemma – Retail Leverage Friend or Foe?

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

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The P Word

The secret 6th entry in the 5 sure-fire ways to get Retail Leverage is Price. I feel dirty even saying it.

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Something So Big You Can't Ignore It = Retail Leverage (aka Nikon Punk'd The Competition & 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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Hot Product With No Substitutes = Retail Leverage

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.

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Success Breeds Success – Five Ways to Unleash “Pent-up Demand” at Major Retailers


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.

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How To Build A Culture Geared Toward Retail Leverage

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.”

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Don't Be A Jack Of All Trades At Retail

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.

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