First 100 Days of Retail Leverage

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.

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Kick the 360 Marketing Plan to the Curb

The powerpoint presentation can look dreadfully similar on the number of marketing communication vehicles you can use whether you are on a $5M Marcom plan or a $50 Marcom plan.

Put simply, unless you are the Geicos or Capital Ones of the world that have MARCOM budgets that dwarf the size of most companies’ total revenues and the GDP of some small countries, pick a…one…uno…a SINGLE communication vehicle that meets these criteria listed below to deliver maximum impact.


1. Makes Sense Strategically (long vs. short story to tell? Reach vs. Frequency goals? Close to a Retail Sale? Etc…)
2. Reaches Your Target Audience – (obvious you want to shout where your target customers can hear you)
3. Penetrates Enough to Be Heard – (your budget should be able to support a high level of reach/frequency over time)

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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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