At the heart of selling products is the relationship between the brand and the retailer. The brand develops the product and the retailer is responsible for selling it. Traditionally, co-op advertising has been used to advertise a promotion or convince consumers to spend their dollars at a specific retailer. The benefit for both the retailer and the brand is increased sell-through and revenue. In light of these benefits come a few fundamental questions. Is the consumer buying the right product for their needs? Has the sales associate maximized each consumers spend? Is this customer now more loyal than before? At Read More >
Tags: relationships
Using Co-Op Advertising Dollars to Support Brand and Retail Promotions
June 12, 2012 – 6:00 am | Best Practices, Engagement, Industry Trends, Retail Insights 
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Balancing Act
May 1, 2012 – 6:00 am | Best Practices, Engagement 0 Comments
In a previous post I talked about different customer groups we work with. Let’s continue in that vein and talk about the balancing act required to manage the interaction of those groups. Like any relationship, it is important to consider both sides when coming to a solution. If the experience is too lopsided, someone isn’t getting what they need and will be unsatisfied. Let’s consider an example using brands and experts – names have been changed to protect the innocent (and guilty). >> Totally Cool Shoe Brand (TCSB) really wants to make sure experts know about their newest technology: SuperDuperFloat. Read More >
