| Does retail-marketing get the same respect as traditional advertising in your organization? |
| The budgets are aligned. |
| lol, yes, becuase we do neither, much to my chagrin. |
| less glam |
| Getting there, just set up a new division with the aim of providing retail strategies for our brands with an overall category growth objective |
| While we are a web-based company, we see in-store marketing as key to building trust-based customer relationships. We can't afford "traditional" advertising using mass media. |
| retail marketing is viewed as too expensive and limiting. |
| It gets much more respect than advertising. Our ad dollars are predominantly spent on co-op with our retailers. |
| Yes it does now. |
| retail is where the purchase is made so that's the most important place to make your brand impact. Advertising is casting a wide net of impression away from the purchasing field yet it is still thought of as more important by others. I disagree. The most valuable marketing efforts are in the stores |
| It has long been viewed as an add-on, not a focal point onto itself. |
| The awareness of retail has finally happened. It will take time to complete the change. |
| Based not on what they say but on what they do (ok, what they say, too) they think it's little more than hats and balloons tactics. |
| It should but the same old same old still holds true with too many companies - stuck with the typical ho-hum agency made media advertising. |
| When people see it as a career path to the top it may change. right now you don't have to touch that base to move on. |
| Speaking on behalf of our clients, most of whom are retailers, they make their money according to what happens in the store, so they're very attuned to retail marketing projects. |
| we are still focused on mass marketing and retail marketing tends to hampered by logistics and budget |
| It's still, to an extent, a poor relation in most packaged goods companies, as far as budgets and creative thinking are concerned. But it's moving up the agenda |
| even more |
| Long tradition and convention plus retail marketing people don't communicate strategically |
| it is one of the pillars |
| lack of clear metrics that can support the necessary reallocation of spending |
| It's not as sexy. But I would contend that they should be seen as one in the same... the retail marketing practice must in some way be true to and ultimately ladder up to some higher level brand benefit. |
| We try to place the same importance and emphasis on it, however, when we are trying to sell sell sell, it is easy to sacrifice brand standards. |
| Is begining to get attention with a stronger customer marketing team. However, focus is given to core brands vs smaller ones |
| cause retail marketing is related to sales department, it emphasizes immediate sales results instead of brand building. Therefore a low quality level of communication due to poor anticipation periods tends to bring down the corporate brand image. |
| not yet, but its growing |
| The vision is that traditional advertising builds brands and trade Mkt builds short term sales. |
| It's at the cold face of the consumer battle ground |
| depends on the importance of it as part of the overall channel to reach customers. It should be more important as it where the product directly connects with the customer. |
| Too much so. |
| but it soon will. traditional advertising is going away. |
| The realization is that advertising is a part of overall retail marketing. |
| in an agency that does this, yes, but at most clients, it still tips toward traditional but is changing. The traditional agency typcially is not a good partner, the "threats" are barriers. |
| Because that's where our Presidents background and experience comes from |
| retail marketing is viewed as a more trackable, results oriented source of marketing than printed materials/ads. we have not participated in any other advertising then print. Unless you count google, which could be considered traditional by now... |
| traditional advertising seems easier, less legwork, less need to have direct connection with the consumer and the perception that it's what companies do once "they've arrived" |
| This agency services retail real estate developers. It is what we do. |
| Advertising consume more money |
| Marketers feel that retailer goals aren't aligned well with our own, i.e. Retailers want to maintain or increase levels of trade funding while manufacturers want to sell more. |
| MOST PEOPLE KNOWS THAT IS NOT EASY TO SELL AND TO MAKE MARKETING FOR RETAILING |
| It does now...at least to those who are smart. Budgets are shifting this way, so its now or later, but the respect will be there soon if it isn't already. |
| Selling more is critical. Knowing how that works is also. So, the research numbers do matter. |
| It's our most dependable distribution |
| Marketing & advertising wield the big stick even though Sales has a strong voice on behalf of its customers. It does improve our packaging and in-store efforts to some degree; however lack of unique, impactful execution limits the effectiveness at retail. |
| Traditional (and new media) are still where the majority of our marketing dollars are spent. Trade allowances for price promotions are still considered the key to retail. |
| Its just a different paradigm |
| Management doesn't understand the marketplace. |
| we are an online business primarily |
| Adv- particularly TV and print viewed as sexy, in-store viewed as tactical |
| That's where our products are sold. Everyone in the organaization knows that if we don't sell at retail, we will soon go out of business. |
| the same non-respective..... |
| I work for the "below the line" arm of a traditional agency...traditional still rules. |
| respect? YES. Importance, not as much. Resources are indeed allocated according to importance; however every piece of the puzzle, small or big, is indeed important. |
| It's not as sexy as other mediums. It's not viewed as being "as creative" and important as other mediums. Who includes a shelf talker in their portfolios? |
| We are really honing in more on retail-marketing and internet-marketing. We believe that we can build relationships in both areas and encourage more sales based on loyalty as well as brand-identity. We see the future of marketing to be much more digital and relational and less traditional, and are expanding our efforts in both as well as limiting our direct mail pieces to specific performing lists and lists with a higher response rate. |
| "Tradition" plus past experience of senior management |
| History. |
| it isnt as sexy to brand marketers as the internet or tv |
| Because we strictly work in retail. |
| POS is a significant part of our annual budget as we intorduce products monthly. |
| Being to. |
| Misaligned understanding and objectives |
| lack of understanding the value |
| We do little traditional adversting as an online retailer. |
| moving in that direction - needs to be out of sales and into marketing entirely. |
| its all under marketing here |
| The brand identity is key to building equity so advertising at the moment will always get more respect/ recognition. However with the fragementation of media and it being increasingly difficult to reach consumers, we need to find more targeted ways of reaching consumers. |