Shopper Marketing - January 2016 - 24


PROGRAMS

another bottle on the shelf next to all the others," Sabanosh said.
The side-by-side execution was more effective at clearly communicating to the shopper,
"lift the packs." However, the light blue font and
colors of the same test display had shoppers
skipping over the informative text, while the
bolder colors of the other display encouraged
them to actually read the product claim. A combination of the best elements of both displays
- including newly designed jugs with labels that
clearly communicated that the product is completely different from other Tidy Cats items -
was used to create a core module that could be
utilized across a variety of retail environments.

Customization for retailers around the core
module included a variety of P-O-P executions:
n Sam's Club received a pallet display with relatively small, condensed messaging to suit the
warehouse format's desire to fit more product
on the display.
n PetSmart's displays included a short version
of the core module that the retailer could
place in-line so that it could live in the store
after the short promotional period granted
to secondary merchandising vehicles. The
chain also received a half pallet that won a
platinum award in the 2014 Design of the
24

y SHOPPER MARKETING JANUARY 2016

Times competition.
n Walmart's endcap display was outfitted with
side panels and a header card depicting a
woman tossing the packaging.
n Target's endcap display utilized the "super
graphic" area included on the chain's prime
launch endcaps to depict a large image of a
little boy lifting the litter so that it would be
noticeable from further away.
n Meijer received both endcap and pallet displays.
The overall launch also featured a national
TV campaign, event marketing, a multichannel
online effort including a dedicated website and
YouTube channel, and blogger outreach. Additionally, there was a variety of supporting retailer-specific elements, including sweepstakes, coupons, online
video, print ads and email blasts.
It was the brand's largest launch
ever, encompassing 20,000 displays
produced and shipped during the
two-month launch period. Throughout the next six months, retailers ordered 8,000 more displays to build
on the campaign's success.
Competitive benchmarking and daily sales
tracking, especially during the first week,
were critical to taking the right corrective actions. Category sales were also tracked very
closely. "We all know that's important to retailers," Sabanosh said. Without naming names,
he indicated that when displays were set up,
sales at four key retailers increased between
42% and 99% during the first four months after launch. "That's the power of having a great
insight and knowing that it's engaging the
SM
[shopper]," Sabanosh said.



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
Shopper Marketing - January 2016 - 13
Shopper Marketing - January 2016 - 14
Shopper Marketing - January 2016 - 15
Shopper Marketing - January 2016 - 16
Shopper Marketing - January 2016 - 17
Shopper Marketing - January 2016 - 18
Shopper Marketing - January 2016 - 19
Shopper Marketing - January 2016 - 20
Shopper Marketing - January 2016 - 21
Shopper Marketing - January 2016 - 22
Shopper Marketing - January 2016 - 23
Shopper Marketing - January 2016 - 24
Shopper Marketing - January 2016 - 25
Shopper Marketing - January 2016 - 26
Shopper Marketing - January 2016 - 27
Shopper Marketing - January 2016 - 28
Shopper Marketing - January 2016 - 29
Shopper Marketing - January 2016 - 30
Shopper Marketing - January 2016 - 31
Shopper Marketing - January 2016 - 32
Shopper Marketing - January 2016 - 33
Shopper Marketing - January 2016 - 34
Shopper Marketing - January 2016 - 35
Shopper Marketing - January 2016 - 36
Shopper Marketing - January 2016 - 37
Shopper Marketing - January 2016 - 38
Shopper Marketing - January 2016 - 39
Shopper Marketing - January 2016 - 40
Shopper Marketing - January 2016 - 41
Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
Shopper Marketing - January 2016 - 44
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Shopper Marketing - January 2016 - 46
Shopper Marketing - January 2016 - 47
Shopper Marketing - January 2016 - 48
Shopper Marketing - January 2016 - 49
Shopper Marketing - January 2016 - 50
Shopper Marketing - January 2016 - 51
Shopper Marketing - January 2016 - 52
Shopper Marketing - January 2016 - 53
Shopper Marketing - January 2016 - 54
Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
Shopper Marketing - January 2016 - 57
Shopper Marketing - January 2016 - 58
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Shopper Marketing - January 2016 - 60
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Shopper Marketing - January 2016 - 63
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Shopper Marketing - January 2016 - 91
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