Download - 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.
2008 Board-Trac, Inc. All rights reserved.
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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.
2008 Board-Trac, Inc. All rights reserved.
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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.
2008 Board-Trac, Inc. All rights reserved.
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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.
2008 Board-Trac, Inc. All rights reserved.
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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
2008 Board-Trac, Inc. All rights reserved.
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Brand Image How customers and others perceive the
brand.
2008 Board-Trac, Inc. All rights reserved.
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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
2008 Board-Trac, Inc. All rights reserved.
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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.
2008 Board-Trac, Inc. All rights reserved.
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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