THE DILEMMA OF TEST STORES:
What should you do when your fate at retail is dependent on your product’s performance in a handful of “test stores?” If your sell-through is strong, then your product line gets rolled out to all stores nationally – if not, then your door practically closes forever at that retailer with that product line, even down the road when the “new and improved” version hits the market. The real question that we all struggle with is “Should my company put forth any efforts to stimulate demand in a test store environment, even though we know that those efforts will not likely be replicated upon national roll-out?” The answer is an unequivocal, “yes!”
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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.
REQUIREMENTS FOR YOUR ONE COMMUNICATION VEHICLE STRATEGY:
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)
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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