Branding, Marketing and Merchandising for Retailers

Presented by: Angelo Ponzi, Board-Trac Ralinda Harvey, Gloss Marketing

The Newest Brands are Open for Business

Retailers are marketing their stores and labels and strengthening their bonds with shoppers

2008 Board-Trac, Inc. All rights reserved.

 Marketers are and should be more concerned with how you think. Evolving beyond your historical role as simple points of distribution. The time has come for you to market your stores as your own brands. Building better, stronger relationships with your customers.

2008 Board-Trac, Inc. All rights reserved.

 On average U.S. households make 150 200 store visits per year. While consumers may visit local retailers several times a week, they may not be purchasing the same branded products. Their experience is with you, the specialty retailer, than the brands themselves.

2008 Board-Trac, Inc. All rights reserved.

 Rather than establish loyalty to branded products, which are over distributed, you need to establish your own brand. Customer experiences are a way to differentiate your store from your competitors, resulting in better ongoing relationships with your customers/shoppers.

2008 Board-Trac, Inc. All rights reserved.

Positioning
A brands position is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.

2008 Board-Trac, Inc. All rights reserved.

Why Define Your Brand

The brand positioning will:
Serve as the cornerstone of the brand vision and strategy Provide a constant focus that drives brand consistency Guide other brand marketing activity so that the brand is integrated and speaks one voice

A successful brand position will not only be ownable, leverageable and sustainable, but will serve as the roadmap to meet todays category and business challenges.
Create unique positioning that differentiates your brand from the competitive set Find high need opportunities (Consumer Relevance) Prioritize all elements of the marketing mix

2008 Board-Trac, Inc. All rights reserved.

Brand Image
How customers and others perceive the brand.

2008 Board-Trac, Inc. All rights reserved.

Brand Equity
Brand Equity
Set of assets (and liabilities) linked to a brands name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and or that firms customers.
Brand awareness Brand loyalty Perceived value Brand associations

2008 Board-Trac, Inc. All rights reserved.

 This shift in perspective the store as its own brand suggests that traditional brandmarketing disciplines and marketing tools need to evolve. Retailer brands are about connecting with consumers/shoppers to build bonds (loyalty) and to differentiate one retail experience from another.

2008 Board-Trac, Inc. All rights reserved.

Value of Merchandising
How does the linkage with the brand come to life within the store setting? Do I understand what my customer wants? How can I turn my customers into evangelists? Does my sales force effectively communicate the essence of my brand? How does the layout of my store define my brand? My consumer? Do I have a plan in place to increase sales from existing customers? How can I attract new customers?

Exciting Possibilities
MerchandisingMarketing and The New Media

Food for Thought.

Interesting Ways to Look at Your Business New Ways to Increase Sales from Your Existing Customers--- and find some new ones along the way! Take Advantage of Cost Effective Web & New Media Marketing

Part 1: The Dynamic Duo Merchandising and Marketing

.Convert Browsers to Buyers Boost Average Sales and Units Per Transaction Increase Market share and Develop a Loyal Following

Mixing it Up Merchandising and Marketing

Understand Your Customers

Segment Your Customers

Appeal to Your Customers

Understanding Your Customers

1. Who They Are? 2. How They Buy?

3.

How Often They Come? 4. What they Buy?

5. Do They Even Buy At All?

Segmenting Your Customers

Enthusiasts

Bargain Hunters

Unusual Suspects

Spoil Your. Enthusiasts

Create a NEW feeling that never ends. Launch a Signature Loyalty Program Get Enthusiasts to Spend More Time with You Know the 20% (Make them Evangelists)

Walk the Line with. Bargain Hunters

Experiment with Promotions Make Sales-- Events Dont Give it Away!

Catch them Off Guard UN-usual Suspects UN Make them Comfortable. Slip in the Opportunity to Buy
Giftcards/Gifts Novelty Items

Showcase Universal Product in Windows

Part 2: Get Into. Web Marketing and New Media

Effective Email Marketing Exploring New Media

1- 2- 3 Email Marketing
1. Build a Strong Database
--Create Multiple Lists --Use Incentives

2. Be Relevant
--Focus on Customer Needs and Wants

3.

Work Your Email System --Who Opened --Who Clicked Through --Who Unsubscribed

Marketing with New Media

Blogging Social Networking Video Branding

Blogging

Social Networking

Video Ecommerce and Marketing

Make it Work for You Explore the Possibilities

Who Opened

Who Clicked Through

Who Unsubscribed

Who Forwarded Whos Interested