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
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