brand marketing merchandising

7/29/2019 Brand Marketing Merchandising

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Branding, Marketing andBranding, Marketing andMerchandising for RetailersMerchandising for Retailers

Presented by:

Angelo Ponzi, Board-Trac

Ralinda Harvey, Gloss Marketing


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The Newest Brandsare Open for Business

Retailers are marketing their storesand labels and strengthening their

bonds with shoppers

2008 Board-Trac, Inc. All rights reserved.


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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 storesas your own brands.

Building better, stronger relationships with

your customers.



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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.



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Rather than establish loyalty to branded

products, which are over distributed, you need toestablish your own brand.

Customer experiences are a way to differentiate

your store from your competitors, resulting inbetter ongoing relationships with yourcustomers/shoppers.



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Positioning

A brands position is the part of the brand

identity and value proposition that is to beactively communicated to the target audienceand that demonstrates an advantage over

competing brands.



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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 tomeet todays category and business challenges.

Create unique positioning that differentiates your brand from thecompetitive set

Find high need opportunities (Consumer Relevance)

Prioritize all elements of the marketing mix



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Brand Image How customers and others perceive the

brand.



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Brand Equity

Brand Equity

Set of assets (and liabilities) linked to a brandsname and symbol that adds to (or subtracts from)the value provided by a product or service to a firmand or that firms customers.

Brand awareness

Brand loyalty

Perceived value

Brand associations



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This shift in perspective the store as its own

brand suggests that traditional brand-marketing disciplines and marketing tools needto evolve.

Retailer brands are about connecting withconsumers/shoppers to build bonds (loyalty) andto differentiate one retail experience from

another.



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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 essenceof my brand?

How does the layout of my store define my brand? Myconsumer?

Do I have a plan in place to increase sales from existingcustomers?

How can I attract new customers?


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Exciting PossibilitiesExciting PossibilitiesMerchandisingMarketing and

The New Media


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Food for Thought.Food for Thought.

Interesting Ways to Look at Your Business

New Ways to Increase Sales from YourExisting Customers--- and find some new

ones along the way!

Take Advantage of Cost Effective Web &

New Media Marketing


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Part 1: The Dynamic DuoPart 1: The Dynamic DuoMerchandising and MarketingMerchandising and Marketing

.Convert Browsers to Buyers

Boost Average Sales and Units PerTransaction

Increase Market share and Develop aLoyal Following


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Mixing it UpMixing it UpMerchandising and MarketingMerchandising and Marketing

Understand YourUnderstand YourCustomersCustomers

Segment Your CustomersSegment Your Customers

Appeal to Your CustomersAppeal to Your Customers

.


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Understanding Your CustomersUnderstanding Your Customers

1. Who They Are?1. Who They Are?

2. How They Buy?2. How They Buy?

3.3. How Often They Come?How Often They Come?

4. What they Buy?4. What they Buy?

5. Do They Even Buy At All?5. Do They Even Buy At All?


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Segmenting Your CustomersSegmenting Your Customers

EnthusiastsEnthusiasts

Bargain HuntersBargain Hunters

Unusual SuspectsUnusual Suspects


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Spoil Your.Spoil Your.EnthusiastsEnthusiasts

Create a NEW feelingthat never ends.

Launch a SignatureLoyalty Program

Get Enthusiasts toSpend More Time withYou

Know the 20% (Makethem Evangelists)


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Walk the Line with.Walk the Line with.

Bargain HuntersBargain Hunters

Experiment withPromotions

Make Sales-- Events

Dont Give it Away!


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Catch them Off GuardCatch them Off Guard

UNUN--usual Suspectsusual Suspects Make them

Comfortable.

Slip in the

Opportunity to BuyGiftcards/GiftsNovelty Items

Showcase UniversalProduct in Windows


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Part 2: Get Into.Part 2: Get Into.

Web Marketing and New MediaWeb Marketing and New Media

Effective EmailMarketing

Exploring New Media


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11--22--33

Email MarketingEmail Marketing1. 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


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Marketing with New MediaMarketing with New Media

Blogging

Social Networking

Video Branding


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BloggingBlogging


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Social NetworkingSocial Networking


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Video Ecommerce and MarketingVideo Ecommerce and Marketing


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Make it Work for YouMake it Work for You

Explore the PossibilitiesExplore the Possibilities

Who OpenedWho Opened

Who Clicked ThroughWho Clicked Through

Who UnsubscribedWho Unsubscribed

Who ForwardedWho Forwarded

Whos InterestedWhos Interested

brand marketing merchandising

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