让杂志与众不同――店铺促销方案课件.ppt

《让杂志与众不同――店铺促销方案课件.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、KathyMeierVicePresidentMarketing&SalesHarrisburgNewsCompanyGeneratingProfitswithIn-StoreValueAddedPromotionsKathyMeier-HarrisburgNewsCo.“MagazinesMakeaDifference”Value-AddedPromotionsObjective:EstablishCredible&MeasurableWholesalerInitiatedPromotionsforBoththeParticipatingPublisherand

2、thePromotingRetailerGoal:CreateExcitementforCategoryBringIntegritytotheWholesalerSystemEstablishContinuityinProgramsOfferedSolidifyFutureParticipantsGenerateAdditionalSalesandProfitsforRetailer,PublisherandWholesalerValue-AddedPromotionsHarrisburgNewsCo.ProgramsCustomizedSeasonalFloors

3、tandsShowcasingSeveralTitlesfromDifferentPublishersCapitalizingonSeasonalThemesExamples:Hunting-7titlesFootball-4titlesNascar-3titlesValue-AddedPromotionsResults:FootballPromotionInParticipatingRetailersIndividualTitlesSalesIncreaseRange:+110-240%TotalProgramSales+150%AgencyEfficiencyI

4、ncreased15%!2002RetailersRequestfor2003!Value-AddedPromotionsResults:HuntingPromotionInParticipatingRetailersParticipatingTitlesSalesIncreaseRange:+100-700%TotalProgramSales+190%AgencyEfficiencyMaintainedPromotingRetailersRequestfor2003!Value-AddedPromotionsHarrisburgNewsCoProgramRegio

5、nalSupermarketChainPermanentFloorstandPromotionTitlesRotateMonthlyDisplaysLocatedwithinotherStoreDepartmentsSoldin2-4pocketIncrementsfor4weekDurationBasedonPublisherOn-SaleDateRatherthanPre-EstablishedCycleAuthorizationinChainSALESRESULTS(example)SALESRESULTS(example)Value-AddedPromoti

6、onsHowTheseResultsWereAchieved:ProperLeadTimetoCoordinateIdeawiththePlayersOne-StopShoppingforPublisher,byProvidingMarketingActivitytoTargetedRetailersDisplayVehicle(PermanentorIn-and-Out)Pre-PackingEfforts(NoCoordinationNeededatPrinter)CustomizedSignageDistributionAllocationValue-Adde

7、dPromotionsHowTheseResultsWereAchieved(cont)One-StopShoppingforPublisherOn-timeDeliveryofProductMerchandisingEffortsatthePointofSalePlacementFeestoRetailersReorderActivityProvideBefore/AfterSalesResultstoPublisherandtoRetailer!!Value-AddedPromotionsEnhancedCommunicationBetweenallPart