CMI continues to explore some innovative p-o-s strategies
CMI continues to explore some innovative p-o-s strategies
On the heels of its recent "Golden Oldies" series of point-of-sale graphics and collateral material distribution, Columbia Marketing International Corp. in Wenatchee, WA, is rolling out a new campaign at the United Fresh Fruit & Vegetable Association convention and expo in Chicago April 30 - May 3.
According to CMI Director of Marketing Bob Mast, this most recent strategy combines eye-catching high-quality graphics with education, and it brings in elements of cross merchandising as well.
Both campaign elements and a "few [fruit] varieties unique to CMI can be found at the company's display booth in Chicago.
Explaining the reasoning behind CMI' s new marketing program, Mr. Mast said, "We're finding that it's becoming more and more difficult to keep, let alone expand, display space in produce departments.
He noted that a typical retail produce department today features approximately 800 items, as compared to an average of 350 items just 10 years ago. The net result is that commodities are "constantly in competition with each other, he said.
Furthermore, distributors are seeing decreased ad space in produce departments. "We might be down from 30 to 20 spots, so it's also very competitive to get the space, he said.
"And since we can't really expand our existing space, we're developing high-graphic displays that can perhaps be moved into other departments or be spilled over [in produce].
Mr. Mast went on to say that retailers are seeing the advantages of high-graphic, cross-merchandising display modules that can be positioned at the front of the store and tied in with other products. In the case of fresh apples, the tie-in could be apple pie ingredients or even apple juice, he said.
To that end, CMI has developed a new line of p-o-s material that includes cards and posters highlighting varietal apples, providing identifying characteristics and nutritional information for consumers. A separate backroom set of materials will educate store personnel on the different varieties' handling requirements.
What sets this line of p-o-s materials apart, however, is its "sweet-to-tart chart that is integrated into the cards and posters.
"There's one for store personnel and one for consumers, Mr. Mast said, explaining that the material shows the sweetness or tartness factor of each apple on a meter similar to that used to indicate the hotness of peppers.
"We're hoping retailers will urge consumers to try different apples by sampling and featuring new varieties each week, he continued.
Mr. Mast noted that a "dislocated display encourages incremental apple purchases, and he said that the theme of educating consumers on different varieties, their best uses and their nutritional aspects meets the demands of today's better-informed consumers.
"We are seeing increased consumer demand for nutritional information, and there is a lot of information available. We're trying to get across the health message that apples, pears and cherries are really good for you, he said.
"Retailers are also very savvy, and we need to go with a full-blown approach with all our material, he said. CMI has worked in tandem with the 3-Apple-A-Day plan and the U.S. Apple Association in addition to using its own marketing campaigns, and Mr. Mast said that retail is seeing the benefits.
He said that wholesale club buying stores "have done a really good job of creating events, and retailers as a whole are becoming more open to demonstrations. Earlier this year, CMI introduced its nostalgic "Golden Oldies theme, which features 1950s-style photos and verbiage to get across the message that traditional Red Delicious and Golden Delicious apples are still ranked high by consumers.
The use of SmartFresh technology provides a "crunch factor that's better that ever, and Mr. Mast said that the nostalgia campaign, which evokes good memories in consumers who grew up eating Reds and Goldens, can be taken throughout the store. Pricing from the "I Like Ike era can be used, and he said that some stores even have their employees dress in 1950s styles.
According to CMI Director of Marketing Bob Mast, this most recent strategy combines eye-catching high-quality graphics with education, and it brings in elements of cross merchandising as well.
Both campaign elements and a "few [fruit] varieties unique to CMI can be found at the company's display booth in Chicago.
Explaining the reasoning behind CMI' s new marketing program, Mr. Mast said, "We're finding that it's becoming more and more difficult to keep, let alone expand, display space in produce departments.
He noted that a typical retail produce department today features approximately 800 items, as compared to an average of 350 items just 10 years ago. The net result is that commodities are "constantly in competition with each other, he said.
Furthermore, distributors are seeing decreased ad space in produce departments. "We might be down from 30 to 20 spots, so it's also very competitive to get the space, he said.
"And since we can't really expand our existing space, we're developing high-graphic displays that can perhaps be moved into other departments or be spilled over [in produce].
Mr. Mast went on to say that retailers are seeing the advantages of high-graphic, cross-merchandising display modules that can be positioned at the front of the store and tied in with other products. In the case of fresh apples, the tie-in could be apple pie ingredients or even apple juice, he said.
To that end, CMI has developed a new line of p-o-s material that includes cards and posters highlighting varietal apples, providing identifying characteristics and nutritional information for consumers. A separate backroom set of materials will educate store personnel on the different varieties' handling requirements.
What sets this line of p-o-s materials apart, however, is its "sweet-to-tart chart that is integrated into the cards and posters.
"There's one for store personnel and one for consumers, Mr. Mast said, explaining that the material shows the sweetness or tartness factor of each apple on a meter similar to that used to indicate the hotness of peppers.
"We're hoping retailers will urge consumers to try different apples by sampling and featuring new varieties each week, he continued.
Mr. Mast noted that a "dislocated display encourages incremental apple purchases, and he said that the theme of educating consumers on different varieties, their best uses and their nutritional aspects meets the demands of today's better-informed consumers.
"We are seeing increased consumer demand for nutritional information, and there is a lot of information available. We're trying to get across the health message that apples, pears and cherries are really good for you, he said.
"Retailers are also very savvy, and we need to go with a full-blown approach with all our material, he said. CMI has worked in tandem with the 3-Apple-A-Day plan and the U.S. Apple Association in addition to using its own marketing campaigns, and Mr. Mast said that retail is seeing the benefits.
He said that wholesale club buying stores "have done a really good job of creating events, and retailers as a whole are becoming more open to demonstrations. Earlier this year, CMI introduced its nostalgic "Golden Oldies theme, which features 1950s-style photos and verbiage to get across the message that traditional Red Delicious and Golden Delicious apples are still ranked high by consumers.
The use of SmartFresh technology provides a "crunch factor that's better that ever, and Mr. Mast said that the nostalgia campaign, which evokes good memories in consumers who grew up eating Reds and Goldens, can be taken throughout the store. Pricing from the "I Like Ike era can be used, and he said that some stores even have their employees dress in 1950s styles.
