iN MerchANdisiNg

Vol. 25, No. 6 • June 2012 / An Official News Publication of the
p2pi.org
Rockwell Endcap Has
Big Impact at Lowe’s
P&G Gets Off to Fast
Start With Olympics
Cincinnati — Procter & Gamble
unleashed a wave of retail programs this spring tapping into
its official Olympic Games
sponsorship and the May edition of “brandSaver.” The packaged goods maker also bridged
its “Worldwide Partner” status
for the 2012 Summer Olympic
Games in London (and concurrent Paralympic Games) with
the Mother’s Day holiday by
employing its frequent “Thank
You, Mom” campaign theme.
P&G’s massive Olympics
activation,
wh ich a l s o
runs heavily
on Facebook,
encompasses
sponsorship
of 28 U. S.
Olympic athletes and hopefuls
and 150 athletes worldwide.
The list includes gold medalists
Michael Phelps, headlining marketing activity for Head & Shoulders, and Kerri Walsh, representing Pampers. The effort also
entails a newly launched “P&G,
Team USA Youth Sports Fund”
that will benefit United States
Olympic Committee organizations. Walmart, Target, Babies
“R” Us, Safeway, Supervalu and
Ahold USA are among the plethora of retail partners.
Shopper Marketing will dive
more deeply into Olympic-related shopper marketing activity in
the August issue.
By Joe Bush
See
Page 32
in Merchandising
Walmart, Kingsford Beef Up Sampling Effort
By Michael Applebaum
Part 3 of a six-part series
focuses on measuring brand
impact . . . . . . . . . . . . . . . Page 50
Platforms, Programs ...
Retail-driven activity benefits
participating brands in various
ways . . . . . . . . . . . . . . . . . Page 26
Gallery:
Shopper
Marketing Effies
Page 16
C harlotte, N.C. — Tools manufacturer Positec and merchandising design agency Meyers used masking
tape, magic markers, cardboard, creative minds and a collaborative spirit
to develop an interactive and ultimately
award-winning main-aisle endcap display for Lowe’s.
Despite a multifaceted design that includes multiple-sized bays, on-demand
video monitors and seven tethered tools
for handling by shoppers, the original
mockup created in the summer of 2010
at Positec’s Charlotte headquarters needed few tweaks before it made its way to
1,725 Lowe’s stores nearly a year later.
The companies factored in consumer
demographics for Positec’s Rockwell
brand of tools and the various sizes of
endcaps available in Lowe’s stores, as
well as the store associates. “It was total back-of-the-bar napkin brainstorming,” says Positec creative director Bragg
Swain, who added that the Meyers team
nearly missed its flight home to Minneapolis as they raced to complete the
initial slapped-together version. “That
display sat in our boardroom looking
like something your kids might make a
lemonade stand out of – for our executives and sales guys to show to Lowe’s
and say this is what we’re working on.”
The initial challenge was to create a
display that would fit each of Lowe’s
See Positec, Page 14
Co-branded ‘Mobile Brand Boxes’ distribute samples
in store parking lots
Shopper Marketing
Measurement
SM1206_003_008_015.indd 3
Positec relies on old-school ‘tools’
to create a high-profile display
Bentonville, Ark. — The Clorox Co.’s Kingsford has partnered with
Walmart on an experiential program designed to build awareness for
the mass merchant’s new USDA Choice-grade beef products. Using
co-branded “Mobile Brand Boxes” towed by pickup trucks, Walmart
is staging grilling demonstrations in its parking lots and distributing
samples to shoppers as they enter and exit stores. The program, which
began in the fall of 2011, will have reached about 300 Walmart Supercenters in the Midwest and Southeast by the end of this year.
The Kingsford charcoal brand was a logical partner as Walmart
sought to introduce a higher quality beef. (The retailer has traditionally
stocked USDA Select-grade beef.) Research showed a high correlation
between fresh meat and charcoal purchases. Moreover, consumers
who buy charcoal tend to prefer premium cuts of meat.
While Kingsford had previously participated in co-op advertising
and conducted “pop-up” grilling demos with Walmart, the mobile
events create a deeper consumer engagement on a much larger scale.
“Walmart saw this as a great opportunity to get the meat products into
consumers’ hands,” says Charles Mordy, Clorox’s director of shopper
engagement for the Walmart team. “Nothing can replace the sensory
experience of an outdoor barbecue. Consumers who have interacted
with the Mobile Brand Boxes have been delighted by Walmart’s meat
See Kingsford, Page 12
Feature:
Coupon
Enthusiasts
Page 22
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12 programs
Kingsford
Continued from Page 1
and the overall tour experience.”
The custom mobile units are the brainchild of Plano, Texas-based Out Front Marketing, a joint venture between Crossmark
and FLW Outdoors. The vehicles were previously used as part of Walmart co-marketing programs with Sony and The National
Guard. Each unit is skinned with brand
graphics, equipped with an electrical supply and staffed by trained employees from
both the retailer and participating brand.
Irwin Jacobs, chairman and chief executive officer of Out Front Marketing, says the
outdoor grilling events are proving to be a
Shopper Marketing June 2012
more effective intercept than in-store demos. “Instead of getting 10% of shoppers,
you’re getting 100%,” says Jacobs. “Nearly
everyone who passes the Brand Boxes stops
to engage with us in a positive way, and
we’ve seen that in
the comments that
con sumers h ave
shared with us.” As
of March, the partners have distributed approximately
40,000 pounds of
steak samples.
Mordy says the
choice of store locations for the pro-
Kingsford and Walmart
partnered on store events
featuring grilling essentials (charcoal and steak).
Grilling.com serves as a
“grilling community.”
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gram is continually being re-evaluated to
maximize the truck route against traffic
patterns. “We see the program as getting
better as we improve our learning and generate better efficiency,” he says. “We’re not
recording individual consumer names, but
we are looking at numbers of samples given
out and the individual store lift on sales of
meat and charcoal.” (He declined to provide specific numbers.)
Kingsford will be looking for opportunities to reinforce the message of the sampling program in its marketing. Kingsford’s Grilling.com website serves as a
“grilling community” where consumers
can find recipes, grilling experts’ blogs and
events. “The sights and sounds of grilling
meat outdoors, and having a presence in
Walmart’s parking lot, is consistent with
our marketing message,” Mordy says. “It’s
not just about the benefits of grilling, but
the whole grilling experience. We want to
make sure that what we’re doing with the
events matches what we’re doing in stores.
For example, if we did a ‘Summer Grilling
at Walmart’ program, we would look to see
how the vehicle fits in with overall marketing. That’s how you take a pilot program
and bring it up to scale.”
Walmart’s parking lots also hosted the
“Walmart Choice Steak Challenge” with
Kingsford and Coca-Cola. The contest
searched for steak-grilling chefs in multiple cities, with shoppers voting for those
chefs and sampling the steaks and CocaCola Zero. The Challenge was promoted on
Grilling.com.
Brand: Kingsford
Retailer: Walmart
Key Insights: There’s a high correlation between fresh meat and charcoal
purchases, and consumers who buy charcoal prefer premium cuts of meat.
Activation: Bring grilling demonstrations and sampling to store parking lots
with a mobile tour featuring a co-branded trailer.
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