Marketing at Retail - December 2008 - (Page 4)

DECEMBER 2008 VOLUME TWO • ISSUE EIGHT M@R CROSSING BORDERS, AND CROSSING PLATFORMS MARKETING AT RETAIL EXECUTIVE EDITOR David Keene dkeene@nbmedia.com (512) 480-9473 MANAGING EDITOR The business of matching buyers and sellers in the at-retail market is a different business than it was just five years ago. As brands and agencies have shifted a good deal of marketing money away from traditional above-theline media and into the retail space, there’s more urgency than ever to get at-retail right. And the stakes are higher, as retail is now seen as a true marketing medium. The time is right for an international Resource Directory of all the display and service providers active in at-retail marketing. This, our first annual Marketing At Retail Resource Directory, is but the opening chapter of our efforts. The 2009 Marketing At Retail Resource Directory, in addition to being circulated in the print edition to the 20,000 most influential decision makers that are ramping up marketing at retail, will be an ongoing, continually updated Directory accessible online. We’ll be allowing companies to list throughout the year, at www.marketingatretailnews.com. So we encourage all POP display Producers, Agencies, at-retail Digital Signage providers, Retail Component Suppliers, Market Rollout specialists, and any company active in the retail space to list their company in the online Directory. We are especially encouraging international listings. The market is increasingly international. There are more international producers in the market, and brands now cross more international, demographic, and cultural borders. This is evident in the trend to private labels, in outsourcing not just physical production but some creative offshore, in the move to more targeted marketing to ethnic groups in whatever country they shop in. Speaking of global trends and global challenges, on this page last month I asked, “In an inevitable move to more cautious spending by retailers, agencies, and CPG’s, will at-retail spending be seen as a luxury or as a beacon in stormy seas?” Laura Davis-Taylor does a stellar job in this issue of rounding up some of the industry’s leading analysts to answer that question and more. She gets some very pointed insights into winning strategies from thought leaders such as Lisa Bradner of Forrester Research, Nikki Baird of RSR Research, John Greening of Northwestern University, Bill Gerba of WireSpring Technologies, and more. And she has some particularly interesting observations from an international contingent including POPAI Portugal President Paul Miles, Masaya Shimizu of Dentsu Inc. in Tokyo, and Chris Heap of the Imperative Group in the U.K. Several of the analysts commented on the need for Brands to get beyond marketing hype and “putting the consumer first” clichés and to start mining data. Lisa Bradner of Forrester Research points out that “ data is the key to surviving and thriving. Retailers who have been collecting data and doing nothing with it need to get smart and strategic about understanding which customers make them money and which customers cost them money.” Indeed. Firing some customers (“barnacles” who cost the retailer not make them money) can be a good strategy, especially now. Paul Miles, President, POPAI Portugal comments that the savviest CPG’s are switching their focus to gaining share of wallet of consumers’ at-home consumption. How are they doing this? It’s not just about beefing up in-store marketing initiatives but by analyzing buying behavior studies in an increasingly cross-platform marketing world. Tony Savona asavona@nbmedia.com ASSISTANT EDITOR Tony Ware tware@nbmedia.com CONTRIBUTORS Laura Davis-Taylor ART DIRECTOR Todd Berkowitz tberkowitz@nbmedia.com DESIGNER Adrianne Knapp adknapp@nbmedia.com PRODUCTION MANAGER Aaron Stone astone@nbmedia.com CIRCULATION Associate Circulation Director, Audience Development Anne Drobish Circulation Coordinator Michele Fonville SUBSCRIPTIONS Mail: Marketing At Retail, P.O. Box 1104, Lowell, MA 01853 E-mail: newbay@computerfulfillment.com Web: MyMARmag.com Phone: (888) 266-5828 Fax: (978) 671-0460 POPAI PRESIDENT AND CEO Richard K. Blatt dblatt@popai.com NEWBAY MEDIA GROUP PUBLISHING DIRECTOR Adam Goldstein goldstein@nbmedia.com ADVERTISING SALES NATIONAL SALES MANAGER Debbie L. Rosenthal drosenthal@nbmedia.com (212) 378-0473 Gene Kinsella g.kinsella@comcast.net (773) 988-2015 PRODUCED BY: 810 Seventh Ave. 27th Floor New York, NY 10019 212-378-0400 / www.nbmedia.com ASSO CIATION SPONSOR David Keene, Executive Editor Marketing At Retail 1600 Duke Street, Suite 400, Alexandria, VA 22314 Phone: (703) 373-8800, Fax: (703) 373-8801 info@popai.com [4] M A R K E T I N G AT R E TA I L Log on to: www.marketingatretail.com http://www.marketingatretailnews.com http://www.MyMARmag.com http://www.nbmedia.com http://www.marketingatretail.com

Table of Contents Feed for the Digital Edition of Marketing at Retail - December 2008

Marketing at Retail - December 2008 Contents Letters from the Editor Sustaining the Brand Experience Digital Signage Providers Producer/Providers - U.S.A. Arizona, California, Colorado,Connecticut, Florida, Georgia,Iowa, Illinois Indiana, Kansas, Kentucky,Massachusetts, Michigan,Minnesota, Missouri, Nevada,New Jersey, New York,North Carolina, Ohio Oregon, Pennsylvania,Rhode Island, Tennessee,Texas, Washington, Wisconsin Producer/Providers – Canada International Directory Argentina Belgium Brazil Chile Czech Republic Denmark Ecuador England Finland France Germany Hungary Ireland Japan Netherlands Norway Poland Portugal Slovakia Slovenia South Africa Spain Ad Index Sweden Switzerland Turkey

Marketing at Retail - December 2008

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