Target your urban ethnic marketing objectives with SMSi's Retail Merchandising Service. Our promotional expertise and teams of local field merchandisers can execute custom promotion programs that meet your budget and schedule.
SMSi develops unique strategies for unique marketing needs. We can combine free product sampling, in-store promotions and POS placement to saturate your target area. We also conduct in-store audits to determine your brand's retail position in the marketplace. We have bilingual market managers and field representatives in the Top 20 markets in the U.S. They call on 6,000 to 8,000 retail outlets per month.
We have developed winning merchandising programs for industry leaders such as Black Entertainment Television (BET), Coca-Cola U.S.A., Essence Communications, Lever Brothers, Proline Products, Procter & Gamble, Johnson & Johnson, Quaker Oats, Kraft Foods, and the U.S. Postal Service.
Here's a sample of our merchandising programs:
1. Try it, you'll like it! Introducing new products to urban consumers and retailersThe Challenge: Introducing a new packaged goods product to ethnic consumers nationally and gaining merchandising support among urban retailers.
- placed 50,000 pieces of POS in stores in the Top 20 U.S. markets;
- employed a field force of 400 ethnically diverse and bilingual field merchandisers who called on 25,000 stores (4-week cycle);
- delivered 10 million samples to customers in stores, nightclubs, and at racetracks during the first 6 months after the brand's introduction.
- conducted in-store audits to determine new product distribution and competitor's pressure in inner-city stores.
2. Me gusta! Food products test out in Hispanic marketsThe Challenge: Generating trial and creating awareness of the availability of a new food product created primarily for the Hispanic market.
- Sell-in presentations to select Hispanic retailers and distributors;
- Retailer support with a consumer sampling program;
- This strategy reached thousands of underserved large chain stores and small independent mom & pop stores and bodegas (under $2 million ACV).
3. Taking it to the streets — Edging out competitive brands The Challenge: Blunting the introduction of a competitive national beverage brand.
- Identified "points of sweat" and used branded mobile merchandising units to deliver thousands of samples to active youth (ages 12 to 19) at playgrounds, community centers, and basketball courts;
- Leveraged existing community events and radio spots;
- This strategy created additional excitement and participation in this product sampling program.