Build relationships with retailers and consumers through multiple touch-points to create the TOTAL brand experience.
Displays: Floor, wall or table-top displays have been proven to increase sales by upwards of 45% or more. Having a section that stands out from the clutter will have people looking at your product before the competitors.
Promotions: In-store contests or a Gift with Purchase (GWP) is a great way to introduce your brand or product to new customers as well as build brand loyalty.
Sales Tools and PKs
Kits and product knowledge sessions for the floor staff give the tools and education they need to sell your product with confidence. Creating sales incentives will keep your brand and product top of mind with the sales team.
Seeding your product to the right influencers will drive word of mouth business, build product reviews online and create photography for social feeds.
For example, if your product is for a specific industry such as Kayaking, develop relationships with Kayak instructors and organizations/clubs.If the instructors love the product and wear it on the job, they will recommend your product to each of their students.
PR and Media
Building relationships with media will help tell the right story and will build trust with retailers and your potential fans.
Co-op/MDF: Local advertising helps drive traffic into the retailer to find your product. Brands and retailers usually split the cost of a MDF program 50-50 up to 5% of their total bookings (orders). This is a great way to support your retailer and help drive sell-through plus ensure an increased booking the following season.
Create a digital asset kit for your retailers so that they can post your brand’s stories on their website and social accounts, as well as be used for in-store screens.
Create innovative storytelling that allows fans to engage with your brand in a different way and allows new fans a sense of discovery.
Creating brand activations at a local event in a community or at one of your retailers helps build brand awareness and brand loyalty.
Future blog posts will expand on each of these touch-points to give you ideas of what you can do create your TOTAL brand experience.
(Original Post : October 2012 / Revised December 2016)