You’d certainly expect to see some exciting sights in America’s playground, and the At-Retail Team here at Accelerator did just that in Las Vegas this past week. We couldn’t have been more enthralled by what we encountered at the 2008 In-store Marketing Expo: groundbreaking research, true innovation, and the chance to spend some quality time at the feet of the store honchos from Walmart and Kroger.
Over the next few weeks we’ll be paying out the jackpots of information we’ve won for our clients. We’ll share insights on merchandising trends, innovative materials, and substantive research that is changing the ways marketers develop products and the ways retailers will sell them.
But for now consider the following facts:
– This year Fox’s highest-rated television show, the American Idol Finale, received one of the highest ratings on television with 35 million viewers.
– This may seem like a significant number, but to put it into perspective 150 million people shop at Walmart each week. What’s more, 86% of the entire U.S. population shops regularly at Walmart, according to Walmart’s figures.
The point: The marketing climate is changing. Brand marketers must realize that “at-retail” is now a mass medium unto itself!
Why do so many brand marketers continue to waste their money on dinosaur mediums? In light of the above facts, only they can answer that.
Moving forward, each brand is going to have to “up its game” and treat at-retail as a mass medium. Brand marketers who want to win the aisle wars will have to increase in-store spending, research, engage in shopper-focused marketing, and provide category leadership to set themselves apart. It’s going to get very vicious out there, but the brands that take action now will have the advantage of defining the game.
As more of our findings become ready to release, we’ll be sharing them with you. Until then, keep an eye out for all the new technology, video, and sound that will be hitting the shelves shortly!
But more about that later.
To see more about how Accelerator helps brands and retailers work together in a collaborative way, click here.
Author: Mr. Timo Matero, Founder and Director, Accelerator Advertising, Inc.