If you were anywhere near a US grocery store last week, you likely walked right into enormous Super Bowl party displays. Everything needed to feed a crowd was on-hand: various 2 liter soda packages, salty snacks, dips, trays of wings, football cakes, home team plates/napkins, etc. Talk about a football fan’s dream come true…
The Super Bowl “store-within-store” is a great example of how shopper marketing can work because it incorporates 3 key elements:
1. Multi-dimensional solutions: The best in-store displays offered one-stop shopping – covering Super Bowl party set-up, consumption, and clean-up needs from Kick-off to the final seconds.
2. Inspired offerings in unexpected settings: Many shoppers probably didn’t put “football-shaped cake” on their Super Bowl grocery list but the unexpected, novel offerings were a “touchdown” if featured in the Super Bowl displays vs. typical bakery departments.
3. Integrated in-store and at-home messaging: Smart marketers made sure the football message was highlighted in their packaging, promotions, and advertising – communicating fun from shelf to home .
Smart merchandising of your brand as part of a seasonal or special event in-store promotion can be a winning “play” for shopper marketing success!
About The Author
AnnaMaria M Turano is an executive director of MCAworks. She leads client engagements involving corporate and
product brand strategy, customer value proposition development and new product development. She is the co-author of Stopwatch Marketing. MCAworks is a management consulting firm based in Westport, CT, USA, which is dedicated to helping clients accelerate and sustain business growth via action-oriented sales and marketing strategies.
AnnaMaria M. Turano
Executive Director, MCAworks