I realize we have reached a point in a very short period of time via technology that most young marketers don't even know what "retail promotions" are. Of coarse I am referring to Brick & Mortar promotions. I don't mean to make that a slight on anyone, its just fact via whats being taught , whats hot, and whats
being driven by the agency community. Fact is the in-store program as we knew it has gotten lost.

Most young marketers think of sampling as the only in-store events programmed today. In most cases they are right. Retailers and Marketers have plugged sampling in with "New Product" introductions and thats the extent of in-store marketing. Sampling agencies have reduced their effectiveness with personel as the in-store experience has gotten less innovative.

As I travel around the globe I am amazed on how the retail program starved world wants and is need of a retail infusion. Strong ROI and integrated online marketing can only enhance the retail experience for shoppers and brands. Problem area's come when agencies fail and don't improve on their models. Instead they just move with the wind of the day and follow the cash.

Who's at fault, well everyone is, including the shopper. The don't care, short sighted, short cut society we live in has caused marketers to move where the action is ( or not ) Instead we have this overload of white noise out there that
is continuing to rise in cost call technology (on-line advertising).

Then you take a retail operation like Costco, who continues to grow in sales quarter to quarter with strong in-store and targeted retail marketing tactics. They remain under the radar and will continue to sharpen their "shopper insights" at retail to grow profit and sales. The Big guys continue to invest in a future that is essential, but continues to stagnate growth because the average merchant running a store doesn't understand or see the bang for the buck.

They want help now....not a future of uncertainty. Sounds like our Country !

Douglas Haase
Haaseline Entertainment