NAM contest benefits retailers and consumers
NAM contest benefits retailers and consumers
With few changes from last year's promotion, the National Apple Month's 2008 fall retail and military display contests will feature T. Marzetti's "Caramel Apple Dip" and Smucker's "Natural Peanut Butter," both national leaders in their category.
Both products provide for excellent tie-in merchandising and are positioned to drive consumer impulse purchases. Both partners have been previous participants in the display contests.
Retailers and military commissaries are encouraged to display and promote apples and apple products along with the partner products, competing for more than 50 cash prizes. Retailers will vie for $10,000 in prizes, while military commissaries will compete for $1,000 in prizes.
Prizes will be awarded according to corporate store and commissary policies. According to the contest rules, a retailer must keep its display up for two weeks, while a military commissary must keep its display up for five days. As in the past, each participant simply needs to mail a photo or photos of the display to National Apple Month, along with an entry form. Prizes will be awarded for the most effective apple display during the three-month contest period, Sept. 1 through Nov. 30. Entries will be evaluated on the volume and variety of fresh apples displayed, the volume and variety of processed apple products, the use and volume of Marzetti and Smucker products, display creativity and cross-merchandising with other store departments.
Full contest rules are available at www.usapple.org or by contacting NAM Director Kay Rentzel at 717/432-0090.
Asked why retailers should participate in the NAM contest, Ms. Rentzel replied, "The biggest reason is that it creates great impulse sales. When the consumer walks in their stores and sees the display that they've created -- and obviously when our partners' products are right there -- it makes an even greater impact. Consumer do not necessarily have those items on their shopping list but [think] gee, that would be a great thing to have this week. So they'll pick up apples, they'll pick up peanut butter, they'll pick up the dip." If the incentive to win a contest and prizes is not enough, consider the impact on department sales increases.
"I can tell you that retailers who participate in the contest typically experience a double-digit sales lift during the promotional period," which averages 17- 19 percent, according to Ms. Rentzel, who noted that about 900 entries were submitted in last year's contests.
Both products provide for excellent tie-in merchandising and are positioned to drive consumer impulse purchases. Both partners have been previous participants in the display contests.
Retailers and military commissaries are encouraged to display and promote apples and apple products along with the partner products, competing for more than 50 cash prizes. Retailers will vie for $10,000 in prizes, while military commissaries will compete for $1,000 in prizes.
Prizes will be awarded according to corporate store and commissary policies. According to the contest rules, a retailer must keep its display up for two weeks, while a military commissary must keep its display up for five days. As in the past, each participant simply needs to mail a photo or photos of the display to National Apple Month, along with an entry form. Prizes will be awarded for the most effective apple display during the three-month contest period, Sept. 1 through Nov. 30. Entries will be evaluated on the volume and variety of fresh apples displayed, the volume and variety of processed apple products, the use and volume of Marzetti and Smucker products, display creativity and cross-merchandising with other store departments.
Full contest rules are available at www.usapple.org or by contacting NAM Director Kay Rentzel at 717/432-0090.
Asked why retailers should participate in the NAM contest, Ms. Rentzel replied, "The biggest reason is that it creates great impulse sales. When the consumer walks in their stores and sees the display that they've created -- and obviously when our partners' products are right there -- it makes an even greater impact. Consumer do not necessarily have those items on their shopping list but [think] gee, that would be a great thing to have this week. So they'll pick up apples, they'll pick up peanut butter, they'll pick up the dip." If the incentive to win a contest and prizes is not enough, consider the impact on department sales increases.
"I can tell you that retailers who participate in the contest typically experience a double-digit sales lift during the promotional period," which averages 17- 19 percent, according to Ms. Rentzel, who noted that about 900 entries were submitted in last year's contests.
