Retail Sales Builder
IMI works with manufacturers and distributors of products who seek to establish or expand their retail distribution. Employing proven strategies, IMI helps these clients enhance their effort through direct response print media promotions using 800 numbers, response cards, and/or websites. These can either refer customers to a retail outlet or process orders for the product directly. The result is a number of distinct benefits for these clients:
1.) Lower cost of advertising vs. traditional “brand” advertising.
2.) A new marketing distribution channel for clients who customarily market through retail channels or soft, “brand” ads.
3.) Measurable results and ROI from direct response ads. All ads are source coded and tabulated when customers call to obtain the location of the nearest retail outlet. At that time, data is captured that identifies the customer, where they are located, and when they plan to purchase. If the marketer chooses, callers are also given the option to purchase the product directly -- which adds an additional distribution level, while effectively decreasing advertising costs.
| Retail Sales Case Study #1
A manufacturer of consumer electronics products introduced a product that wasn’t widely distributed at retail, nor did it sell very well in its early retail introduction. Integral Media discovered that a major reason why this product did not move off of the shelves, was because consumers were confused by the perceived complexity of the product. Utilizing an “advertorial”, print direct marketing approach, Integral Media helped this company build critical mass in the direct response business by thoroughly explaining the benefits of its unique product to consumers.
This resulted in profitable, full page, four color direct response print ads in over 30 million circulation each month. Once consumers started bringing the magazine ads into retail stores and asking for the product by name, retailers clamored to get this product on their shelves. Retailers acknowledged that direct response promotions don’t cannibalize retail sales. Direct response promotions stimulate interest in unique products that then drive people into the stores to “touch and feel” the item. (Witness the positive effects on retailers of products that are first shown on infomercials on TV, “As Seen on TV”, and the explosion in demand for those products at retail stores.).
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