SMA Design Group: What's New

"ARE YOU FIGHTING TO GET INTO NEW STORES AND
AT THE SAME TIME, BATTLING FOR PRIME SHELF SPACE?"

      Here's an inside tip about how to turn the tables in the battle for shelf space in retail outlets. It's called "reverse destribution."
"Reverse distribution" is a name we've coined to describe the phenomenon in which customer demand results in stores calling you to order your product for their shelves.
      Let me share this story from one of our clients, Stephen Grubb, President of a food manufacturing company. He said: "The media exposure you got for us resulted in kind of a reverse distribution process. In other words, instead of waiting for stores to carry our product, this publicity campaign created such demand that stores are calling us to order our products -- just to satisfy their customers!
      "In one of the cities we went to, Fred Meyers and Safeway got bombarded with calls. In fact, we had originally been scheduled to start shipping product to Fred Meyers sometime in September. But, they got so inundated with phone calls as a result of our radio and television appearances, they called me to request early shipment and to ask what we had done to make their phones ring off the hook!"
      Reverse distribution can create a win-win relationship with retail outlets. Sound simple? With a well-orchastrated publicity campaign, utilizing the power of third party endorsements from media, it can be.
      Let me use talk radio as an example since you may already be familiar with its value as a marketing tool. You're probably aware that recent ARBITRON reports show that news/talk stations consistently rank firsts in market share among persons 18 and older.
      And based on a demographic survey published in Talkers(a talk radio industry newsletter) concerning the talk radio listener, "...talk radio listeners are diverse, mature, educated, attentive, active, and affluent..."
      That's why talk radio is such a dominant marketing tool, and why being featured as a guest is a leading way for you to market your products to a targeted audience.
      And as to the quality of our service, here's what Lydia Robertson, President of Health Pharm USA has to say, "Each booking was handled so professionally and the coordination between us has been so effortless that i can truly say we count our expenditures with Event Management Services as some of our best investments."
      In case you don't know us well, we're specialists in arranging guest appearances on radio and TV for our clients. With over a decade of working with the media, we're successful in booking a high quantity and quality of interviews because we understand the media's needs and only provide them with interesting topics and reliable guests who know how to capture their audience.
      Using publicity as a marketing tool, you can drive customers into their local stores to request your products. So, if you're interested in finding out how this PR strategy might apply to you, give me a call at 727-443-7115 x201, or e-mail me at mfriedman@event-management.com.
      And, best of all, our fees are not based on a monthly retainer (as is standard in our industry) instead they're based on performance and projects!
                               Marsha Friedman -- Event Management Services

CopyrightŠ 2010. All rights reserved. Other names may be trademarks or registered trademarks of their respective companies.

CopyrightŠ 2010. All rights reserved.
Other names may be trademarks or registered trademarks of their respective companies.