Why You Should Buy Billboards In Bentonville
- Mar
- 04
- Posted by Steve Marzio
- Posted in Blog, By Steve Marzio, Challenger Brand Strategies
- 2

THIS IS AN EXCEPRT: TO READ THE FULL ARTICLE, CLICK ON THE TITLE
SUMMARY:
1) Lose your “Delusions of Brandeur” when dealing with retailers. Your target consumer is the retailer’s customer.
2) You exert all this influence to get the product in, but once it’s in, there are results to be measured by. Your opportunities to influence decrease.
3) Buyers are consumers also
I would argue that some merchants even go so far as using exposure or lack of exposure to a particular marketing campaign helps them to justify a decision they made in the past. When the buyer gets exposed to the marketing vehicles regularly in their personal life, this makes them feel that that they might be missing out on if they chose to not assort or promote that particular product. “Am I missing out on an opportunity here?” Or better yet, “is all this marketing going to drive customers to my competitor down the street that is listing that product?” (conversely if they see marketing and earlier chose to promote the product, this probably helps justify their decision).
4) Why you should buy Billboards in Bentonville
read moreThe 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 moreHow 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.

Tags
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