creative vision - Advantage Solutions

An Advantage Sales and
Marketing Publication
Volume 1, Issue 4, 2013
practical
innovation
9
success stories
driven by
creative vision
Volume 1, Issue 4, 2013
Editor
Victoria McCarthy
Contributors
Mike Salzberg
Aimee McCone
Doug Switzer
Neeru Sehdev
Cortney Colern
Kelly Vega
Kenneth Jones
Stacey Fredlender
Derrick Davis
Mike Mooney
Ron Mitko
Creative
Dydee Soule
Melanie Menendez
Send submissions to
[email protected] for
consideration in our next issue.
Feedback, comments, or
editorial remarks are welcome.
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Unilever RSM Scores
a Touchdown at
Vicky Jury is constantly searching for creative ways to maximize exposure for Unilever in store. Her most
recent success was her sale of a seven-brand Unilever display at Giant Eagle in Irwin, PA. Using the Pitch
Book application on her iPad, Vicky was able to influence the purchase of over 400 cases of Unilever
product. In addition to this huge win, Vicky took the initiative to create a display that reflected both
seasonal merchandising opportunities and Unilever-Giant Eagle partnership initiatives.
Vicky displayed Lipton 100-count tea bags in the form of a goal post to give the
display visual appeal and a football season theme. She also incorporated
Hellmann’s and Lipton Dress Up Kits along with various IRCs. To further
promote Unilever’s partnership with Giant Eagle, Vicky influenced an order
of Giant Eagle bread crumbs and Giant Eagle parmesan cheese to
merchandise alongside Hellmann’s mayonnaise. She provided a Hellmann’s
Parmesan Crusted Chicken recipe pad to complement these items, providing
the shopper with a compelling one-stop-shop meal solution.
Well done, Vicky,
for a great display
and a huge WIN for
the Unilever DRT!
3
Thinking Outside the Lunch Box at
During an H-E-B planogram meeting, BDM Dave Hansen took advantage of an
opportunity to gain significant incremental space for Newell Rubbermaid
Company’s Lunch on the Go line of products by proposing a creative and
complete lunch kit solution.
Originally, Newell’s lunch bags and kits were allocated only one 4-foot shelf at
H-E-B. However, Dave positioned his selling story to emphasize the brand equity
of Lunch on the Go in addition to the national marketing support and local
promotional funds that Newell would bring to the category. He also sold in
Newell’s beverage container items to position the entire Newell Lunch on the
Go line as a complete one-stop-shop category. Buyer consensus resulted in
quadrupling Newell’s space to four 4-foot shelves dedicated to Newell products.
With the additional shelf space, 14 incremental SKUs were added to H-E-B’s lunch
kit set, which rolled out in 60 stores in July 2013, just in time for the heavy Back to
School time period. Dave’s solution helped create a point of disruption outside
of the traditional food storage aisle to increase incremental purchases. By
developing a selling proposition that positioned Newell’s products as a complete
lunch solution, Dave was able to achieve a huge win for our client at H-E-B!
GSK DRT
Takes Ownership In Store
The GSK DRT instantly jumped into action, reporting
the issue through the retail intelligence system and
then developing custom solutions to better present
the TUMS Chewy Delights at each individual store.
Some accounts replaced the pusher with a paddle to
better move the product while others needed to gain
more shelf space for the pushers. GSK was highly
impressed not only with the quick timing of the fix, but
also that each retail sales merchandiser assessed the
individual store conditions to make a recommendation and execute.
4
“This is outstanding and represents what taking
ownership of an issue and Winning Together looks like
to me! Very innovative solution, fast turnaround in
terms of sharing learnings with other team members,
and delivering a real solution for a real problem.
Extremely well done and thank you!”
-Steve Kinsey, Brand Manager for TUMS
Congratulations to the GSK DRT for working quickly
and creatively to create a “Raving Fan” of GSK!
After Before
GlaxoSmithKline recently launched a product called
TUMS Chewy Delights. This product is a new innovation
for TUMS and, unlike most TUMS products, it is packaged in bags. Once the TUMS Chewy Delights hit the
shelves at retailers, it was obvious to the GSK DRT that
there were some issues. The bags were getting
caught and twisted in pusher trays and the product
was not being properly presented.
Anaheim Promotes
Successful Sample Day
This September the Anaheim office Activities Committee
put on a “Back to School”-themed sample day for ASM
associates. The event was created to educate and familiarize
associates in the office about ASM clients and brands. It also
encouraged office camaraderie between departments and
helped inspire associates to think creatively about the Back to
School items ASM supports. Nancy Ross, a member of the Activities
Committee, said “the event helped people in other departments, such
as Talent Acquisition and Payroll, learn more about what we do as a sales
and marketing agency and highlighted the clients they can support while
shopping.” The Back to School sample day included items such as Smucker’s
Uncrustables, Sanford pencils, Sargento string cheese, Dial sanitizer, Bumble Bee tuna,
Ocean Spray cranberry juice, Wet Ones, and Panera Bread soup.
The Anaheim Committee plans to make Sample Day a quarterly event, next time highlighting holiday
baking items. Thanks to our clients, we were able to showcase the products we represent and generate
enthusiasm within our ASM community!
5
The “New Item Guy”
Wins for Del Monte
In the past six months, the Del Monte DRT has introduced
tablet technology in store as well as an “On Demand”
store coverage model. These changes allow retail sales
merchandisers to make an even greater impact at the
store level by spending additional time in stores with the
greatest opportunities. Dana Jensen is an RSM who has
used the new technology and the On Demand model
to achieve significant gains for Del Monte in his
independent market.
mind. Much of his success can be accredited to his
selling mentality. “I always let the store know that I have
an opportunity for them,” Dana says.
During the second quarter, Dana has shown drastic
results by cutting in 287 base distribution items in his
independent market, including adding 12 linear feet to
the pet snack section in one of his stores. This allowed
him to achieve 100% Del Monte distribution, totaling
27 additional facings. Dana continues to achieve
remarkable results through his innovative mindset and
Winning Together attitude. Keep it up, Dana!
Dana Jensen
in action with a
store manager.
Dana works closely with store managers and positions
himself as the “New Item Guy” in his stores. He not only
influences which Del Monte products are brought into
the independent stores but also acts as an objective
consultant to maximize results with the retailer goals in
A Slam Dunk for Dunkin’ Donuts
practical n
innovatio
Peter Sward is a retail sales merchandiser on the Syndicated Large Format team who seized an
opportunity to get creative when cutting in merchandise for a Smucker’s Dunkin’ Donuts mug
promotion. Peter began by resetting the shelves to make room for the mugs. Once he made the space, Peter noticed
that he had extra bags of coffee left over so he stuck the coffee inside the mugs. He presented this concept to the
Target store lead and, after confirming planogram integrity, he created additional mug and coffee combos to create
more space for Smucker’s on the shelf and present an appealing item to the consumer.
Peter’s creative idea and unique merchandising approach encouraged multiple purchases to build the basket and
also enhanced Smucker’s positioning on the shelf. Great job executing on this idea!
Peter Sward
Unilever BDM Dave Johnson has raised the bar at Roundy’s supermarkets in
the Chicago/Milwaukee region by engaging our Chicago-based Shopper
Marketing group to help execute a fully comprehensive sales and marketing event based on Unilever’s key brand strategy, “What’s for Dinner?”
What’s For
Dinner?
In Chicago
Using funding from Unilever and IN Marketing, Dave leveraged the brand
strategy to create the promotion “Free Roundy’s Rotisserie Chicken when
you buy 10 Knorr Pasta or Rice Sides.” Dave sold 170,000 units in the August
event and 275,000 in the September event into Roundy’s, making it “the
best promotion ever”, according to the Roundy’s category manager. The
event successfully reflected Unilever’s strategy and created a compelling
value proposition for the consumer, resulting in significant gains for Unilever.
Dave achieved Unilever’s objectives by gaining share in key categories and
developing a promotion to fully engage the shopper. His resourcefulness
and comprehensive understanding of brand strategy, sales techniques,
and consumer purchasing habits made this a truly successful event.
Great job, Dave!
Da
ve
Jo
hn
Mars Small
Format DRT
Associates
“Strive for Five”
so
n
This June, the Mars Small Format DRT was issued a challenge to increase
convenience channel market share through off-shelf display activity. The
Mars Small Format DRT has embraced this challenge and is putting up
thousands of displays during their “Strive for Five” initiative.
This program is targeted at driving incremental sales through off-shelf
display activity in hot spot locations in order to increase sales and drive
market share. The goal is to place five or more incremental corrugated
displays in every store, focusing on top chocolate brands such as Snickers, M&Ms, and Twix.
During the first four weeks of the program,
Mars IRI share improved by 0.7 points. After the
first 3 months the team has executed the “Strive
for Five” initiative in nearly 21,000 stores and
placed a quarter of a million new displays! It’s
safe to say that the Mars Small Format DRT has
risen to the challenge! Great job!
7
ASM Says Happy Birthday
to the Energizer Bunny
This year, the Energizer Bunny celebrates his
25th birthday. To say Happy Birthday, Energizer
DRT members are leaving "Bunny Tracks" all over
their territories by selling in additional incremental
product and displays in Walmarts nationwide. By
forming strong store-level relationships with Walmart
market managers, the team has impacted 1,131
Walmart stores and gained an additional $4.7 MM
worth of Energizer presence in Walmart this year!
This exciting win is especially important during the
critical holiday period, when battery sales increase.
Due to the team’s preparation and hard work,
Energizer will be set to knock it out of the park in 2013.
Nice work, Energizer DRT!
These successes have
gained an additional $4.7MM
worth of Energizer presence
in Walmart this year!
Congratulations to all of our Honorable Mentions!
Peggy Slattery and the Save Mart Team
David Case – BDM, Austin, TX
The Missouri District PWS Team – Dawn Chandler,
Micah Smith, Bryan West, Julie Anderson, Linda
Rigger, Karine Culp, Gregg Grosvenor, Jim Davis
Tim Salios – BDM, Costco
Frank Thomas – RSM, Mars Petcare
Eric Foxenberger and
the Kroger Adult Beverage Team
Dan Hinkle – Sales Manager, St. Louis, MO
John Xedus – Sales Manager, Home Center,
Hardware, Sporting Goods
Nicki Zuber – BDM, Kansas City Sales
Jorge Flores – Retail Sales Specialist,
CORE Retail Team
Ohio Valley Energizer DRT
Araceli Barrios, Chico Chavez –
Barilla DMT/CORE Retail Team
Jennifer Pelayo – BDM, Safeway Team
Danny Austin – Department Manager, Charlotte, NC
Do you have a story that is Scoop-worthy?
Send any submissions to [email protected] for consideration in our next issue.
Feedback, comments, or editorial remarks are welcome.