Record number of retailers enter 2006 Potato Lover's Month Contest
Record number of retailers enter 2006 Potato Lover's Month Contest
EAGLE, ID -- It's no secret that creative displays in the retail environment move product. Need proof? For the 15th year in a row, the number of entrants in the Potato Lover's Month Retail Display Contest significantly increased.
In 2006, almost 1,000 more retailers than last year entered the contest, bringing the total number of entries to a staggering 2,680. The Idaho Potato Commission and its partners "Kraft Cheese Whiz" and "Oscar Mayer Real Bacon Bits" attribute the high interest to the fact that the displays are driving business during a traditionally slow time of year.
Another key factor contributing to the high interest level is the ease with which retailers could enter the contest.
"We worked very hard to ensure that every aspect of this contest required minimal time and energy to enter," Seth Pemsler, vice president of retail for the commission, said in a statement. "Our goal all along has been to design a contest that focuses the retailers' energies on creating imaginative and compelling displays without getting bogged down in the details. We know that the eye-catching displays not only make for good contest entries, but they also make solid business sense in the stores too."
Mr. Pemsler and the Kraft partners also credit the highly desirable premium offered to every qualified entrant for the contest's success. The 2006 premium was a free Magnavox DVD/CD player, valued at $69, which generated a huge and positive response from the retail community.
The sales-driving product displays with customized point-of-sale materials and recipes were spotted in all sizes of supermarkets across the country, during the contest period (primarily February, which is Potato Lover's Month). Adding to the contest's appeal is the fact that historically February is a slow potato sales month. Along with a major increase in the 2006 contest entries, the quality of displays continues to improve year to year.
According to Mr. Pemsler, who serves on the judging panel along with the commission's retail promotion managers and their Kraft brand counterparts, the time and attention that the retailers devoted to their entries were inspiring.
"If this contest does one thing, it helps reinforce how important displays are in terms of generating interest for specific products," said Mr. Pemsler. "In fact, both the IPC and Kraft received many entries with extremely favorable comments indicating substantially increased sales due to the contest displays."
Along with the popular premium offered this year, there were other contest enhancements that contributed to the high response rate, including:
--- Participants had the opportunity to submit their entries on-line. The added convenience of on-line submissions allowed more people to participate in the program. Additionally, p-o-s material kits were easily available via the web site. This year more than ever before, the web site was utilized to secure p-o-s materials as well as submit entry photography. This enhancement proved to be very successful for both the IPC/ Kraft and the retailers.
--- New Mylar Spuddy Buddy balloons were a hit, as they were easy to display and proved to be a coveted item with the retailers. Shipments of the new and improved Spuddy Buddies are already on order for next year.
--- For the second year in a row, a matching prize for category managers was offered.
--- The advertising contest encouraged creativity among both the ad manager and category manager which increased the visibility of the promotion and ultimately draws more consumers to the display.
--- Kraft Foods, a leading food marketer in the United States, used powerhouse brands "Cheese Whiz" and "Oscar Mayer Real Bacon Bits" to partner with the commission in the promotion. Using their large direct sales force, Kraft representatives got to the store level to effectively promote the contest, expanding interest and facilitating collaboration between the grocery and produce departments.
Due to the success of this year's promotion, Kraft has already agreed to partner with the commission in the 16th annual event.
In 2006, almost 1,000 more retailers than last year entered the contest, bringing the total number of entries to a staggering 2,680. The Idaho Potato Commission and its partners "Kraft Cheese Whiz" and "Oscar Mayer Real Bacon Bits" attribute the high interest to the fact that the displays are driving business during a traditionally slow time of year.
Another key factor contributing to the high interest level is the ease with which retailers could enter the contest.
"We worked very hard to ensure that every aspect of this contest required minimal time and energy to enter," Seth Pemsler, vice president of retail for the commission, said in a statement. "Our goal all along has been to design a contest that focuses the retailers' energies on creating imaginative and compelling displays without getting bogged down in the details. We know that the eye-catching displays not only make for good contest entries, but they also make solid business sense in the stores too."
Mr. Pemsler and the Kraft partners also credit the highly desirable premium offered to every qualified entrant for the contest's success. The 2006 premium was a free Magnavox DVD/CD player, valued at $69, which generated a huge and positive response from the retail community.
The sales-driving product displays with customized point-of-sale materials and recipes were spotted in all sizes of supermarkets across the country, during the contest period (primarily February, which is Potato Lover's Month). Adding to the contest's appeal is the fact that historically February is a slow potato sales month. Along with a major increase in the 2006 contest entries, the quality of displays continues to improve year to year.
According to Mr. Pemsler, who serves on the judging panel along with the commission's retail promotion managers and their Kraft brand counterparts, the time and attention that the retailers devoted to their entries were inspiring.
"If this contest does one thing, it helps reinforce how important displays are in terms of generating interest for specific products," said Mr. Pemsler. "In fact, both the IPC and Kraft received many entries with extremely favorable comments indicating substantially increased sales due to the contest displays."
Along with the popular premium offered this year, there were other contest enhancements that contributed to the high response rate, including:
--- Participants had the opportunity to submit their entries on-line. The added convenience of on-line submissions allowed more people to participate in the program. Additionally, p-o-s material kits were easily available via the web site. This year more than ever before, the web site was utilized to secure p-o-s materials as well as submit entry photography. This enhancement proved to be very successful for both the IPC/ Kraft and the retailers.
--- New Mylar Spuddy Buddy balloons were a hit, as they were easy to display and proved to be a coveted item with the retailers. Shipments of the new and improved Spuddy Buddies are already on order for next year.
--- For the second year in a row, a matching prize for category managers was offered.
--- The advertising contest encouraged creativity among both the ad manager and category manager which increased the visibility of the promotion and ultimately draws more consumers to the display.
--- Kraft Foods, a leading food marketer in the United States, used powerhouse brands "Cheese Whiz" and "Oscar Mayer Real Bacon Bits" to partner with the commission in the promotion. Using their large direct sales force, Kraft representatives got to the store level to effectively promote the contest, expanding interest and facilitating collaboration between the grocery and produce departments.
Due to the success of this year's promotion, Kraft has already agreed to partner with the commission in the 16th annual event.
