Merchandising 101

Merchandising 101 • The promotion of a product by

developing strategies for packaging, displaying, and publicizing it.

• Newspaper location• Newspaper promotion• Newspaper POP- “Branding”• Newspaper sales and service• Newspaper marketing “retail style”• Vending machine placement• Retail display units / placement

Merchandising 101

• Learning all you can from our colleagues, peers, friends, seminars, trial and error. (Steel City Corp will assist)

• Studying NAA data• Working with competitors on national,and

regional levels ---- (local: take control of your market)

• Working directly with the agent, independent contractor, sales mangers--keep everyone up to speed!

• Putting the knowledge learned to work

AN OLD COMPETITOR• Merchandising is the integration

of all sales tactics (product placement, in-stocks, display, promotion, POP and coin-rack condition) that combine to communicate a consistent message that ultimately builds brand equity and maximizes newspaper sales everyday. ™

•

Is your single copy manager

doing the following? • Attending newsroom

meetings & sharing numbers with them--Daily!

• Front Page

• Tracking weather, press times, sales weekly/yearly, and sharing the results of all promotions with everyone involved?

Is your single copy managerdoing the following?

• Having advertising involved; riding with ad reps-very important; knowing what they need…(the advertiser)

• Having your circulation team trained to evaluate each location, both vending and retail outlets of all channels

In-Store Marketing Display Position

• The most cost-effective way to increase sales!

• Develop and Leverage Store Relationships.

• Work with display partners to develop the right fixture.

• Can’t manage results from the office!

• Get your S/C staff out in the field!

Provided by NAA- Are you sharing information with your staff?

Our 7 Step Plan• 1. Must have a single copy

manager involved with leadership qualities and must have working knowledge of the market with a “it is our market attitude”. Take control.

• 2. Concentrate our needs and requirements on key accounts (top 20-40), utilizing all available POP. Labeling shelves to register cards, to promoting the retailer.

Our 7 Step Plan continued• 3. Results: we must document each

and every account for: layout, location, inventory, placement, and present POP. (noting what we need to take control or our retail outlet)

• 4. Our s/c staff must be more open with personality to be motivated daily and Sunday having expectations to motivate our retailers to think sales and relationships.

•

Our 7 Step Plan continued• 5. The single copy manger must

track progress and communicate at staff meetings: leverage and relationships

• 6. By doing the mentioned we form The Herald-Mail standards for basic “merchandising excellence”

• 7. We must work as a team and systematically be effective to ensure retailers / vending receive “Merchandising Excellence”.

Display Position• Know how to use store layout• Where can you gain primary and

secondary display locations• Make suggestions for display

position• Have single copy representative

circle possible locations• Share with store manager- work

with them to offer them display choices

Display Position is Critical

Newspapers placed outside sales zone

Customer Traffic Flow