让杂志与众不同-店铺促销方案-英文版.pptVIP

Kathy Meier Vice President Marketing Sales Harrisburg News Company Generating Profits with In-StoreValue Added Promotions Kathy Meier-Harrisburg News Co. Value-Added Promotions Objective: Establish Credible Measurable Wholesaler Initiated Promotions for Both the Participating Publisher and the Promoting Retailer Value-Added Promotions Harrisburg News Co. Programs Customized Seasonal Floorstands Showcasing Several Titles from Different Publishers Capitalizing on Seasonal Themes Examples: Hunting- 7 titles Football- 4 titles Nascar- 3 titles Value-Added Promotions Results: Football Promotion In Participating Retailers Individual Titles Sales Increase Range: +110-240% Total Program Sales +150% Agency Efficiency Increased 15%! 2002 Retailers Request for 2003! Value-Added Promotions Results: Hunting Promotion In Participating Retailers Participating Titles Sales Increase Range: +100-700% Total Program Sales +190% Agency Efficiency Maintained Promoting Retailers Request for 2003! Value-Added Promotions Harrisburg News Co Program Regional Supermarket Chain Permanent Floorstand Promotion Titles Rotate Monthly Displays Located within other Store Departments Sold in 2-4 pocket Increments for 4 week Duration Based on Publisher On-Sale Date Rather than Pre-Established Cycle Authorization in Chain Value-Added Promotions How These Results Were Achieved: Proper Lead Time to Coordinate Idea with the Players One-Stop Shopping for Publisher, by Providing Marketing Activity to Targeted Retailers Display Vehicle (Permanent or In-and-Out) Pre-Packing Efforts (No Coordination Needed at Printer) Customized Signage Distribution Allocation Value-Added Promotions How These Results Were Achieved (cont) One-Stop Shopping for Publisher On-time Delivery of Product Merchandising Efforts at the Point of Sale Placement Fees to Retailers Reorder Activity Provide Before/After Sales Results to Publisher and to Retailer!! Value-Added Promotions Enhanced Communication Between all P