3 Goals for Effective Promos

Here’s how to capture attention, engage the shopper, and close the deal.
Liz Crawford
By Liz Crawford

When it comes to in-store mer- some great examples of brands When it comes to dairy, there
chandising, there are three ba- and retailers who have successful- are numerous ways to bundle
sic goals/messaging needs to ly captured mind share for frozen products into meal and snack
achieve. It needs to brands, in other contexts in-store. solutions. The “Got Milk” shelf
1. Capture Attention, violators, which were positioned
2. Engage the Shopper, DINNER & in front of packages of Oreos, was
and A MOVIE a great example.
3. Close the Deal. A major Another example of effective
Even the greatest pro- Western chain meal-solution product bundling is
gram or best deal in the offered two free the recipe booklet program run
world won’t sell product movie tickets by a retailer last year. The cooler
if the shopper doesn’t see with the pur- clings, violators and frame-toppers
it. Capturing attention is chase of 10 par- all drove traffic to the shipper
a critical first step to in- Signage outside the fro- ticipating items next to the
store selling. zen aisle can help draw in in a promotion dairy case.
When applying the shoppers, as this offer for that went be- Beyond
free movie tickets (“dinner
three-goal rule to frozen and a movie” promo) did. yond the freez- recipes,
foods, there are some (Courtesy of the In-Store er aisle. Brands the booklet
tricky matters to consider. Marketing Institute.) included Edy’s, featured
The dwell time in frozen Stouffer’s, $26 worth
foods is shorter than on the pe- Totino’s, Aunt Jemima, Bertolli, of coupons
rimeter. Shoppers tend to browse Boca Burger and Red Baron. and instruc-
the perimeter and “mission Freezer endcap displays and tions on how
shop” frozen. Therefore, signage violators provided support, along to enter an
outside of the frozen aisle may with shelf tags in non-frozen food online con-
draw more shoppers. aisles. (Source: In-Store Marketing test. The Cooler clings offering
How to achieve this? Tying Institute, March 2007) response a recipe book and
selling propositions to occasion- Shoppers’ attention is cap- to this was contest drove traf-
fic to a shipper next
based solutions, seasonality or tured with the clean graphics and outstanding. to the dairy case.
meal solutions is a good approach. cinema marquis imagery. The Effective (Courtesy of the
Capturing mind share and mental occasion, Dinner and a Movie, in-store In-Store Marketing
context, in other grabs immediate mind communica- Institute.)
aisles and on the pe- share. Sure, the shop- tions always
rimeter, can help sell per is trying to achieve achieve three goals: Capturing
frozen products that entertainment and attention, Engaging Shoppers
weren’t originally on family togetherness, and Closing the Deal. But to be
the shopper’s list. In both at home and really effective as marketers, we
other contexts in the away from home. need to think like shoppers and
store, it may be a The promise of remember their context of con-
bit easier to sell her “free movie tickets” sumption and mission. ■
goods that will help is the engagement.
her achieve larger That’s a good value.
objectives: providing To close the deal, she Liz Crawford (crawfordl@mar-
variety for dinner or needs to buy certain susa.com) is senior vp/strategy
snacking occasions, labels, some of which at Southfield, Mich.-based Mars
time-saving conve- The “dinner and a mov- are in the frozen aisle. USA. She has more than 20 years
niences over fresh, ie” promo got an endcap This helps the retailer of brand management and con-
and prominent signage.
and wallet-sparing (Courtesy of the In-Store achieve higher ring and sulting experience with a concen-
prices. There are Marketing Institute.) brands gain trial. tration in strategic innovation.

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