SITUATION:
Umbro offered a co-op marketing program to customers that promoted our product within their stores. Many of these customers were small independent retail "Mom & Pop" type stores and they did not have the time and resources to ensure well-designed advertising messages, as a result, much of the co-op advertising was poorly designed and not very effective.
STRATEGY:
In conjunction with the new brand positioning and advertising being launched nationally, I developed a regional "Marketing Binder" for the retailers and sales team that included all of the recent ads, point-of-purchase materials, catalog samples, sales promotion details and information on how to use co-op marketing to the fullest. As well, I created co-op ad templates and loose product images so as to help the retailer created his own local advertising.
RESULTS:
More retailers took advantage of their co-op marketing programs that year and the advertising and marketing efforts in-store and in each local market was much more cohesive and improved in design and effectiveness. This helped Umbro to reach our sales target of 50% growth. |
