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Rx Launch To Otc Marketing The Retailers
Posted By: GiseleNWA* on 12/14/2004 8:56 AM (CST) 250 Points
Missing the WOW piece to market and brand a product launch from RX to OTC internally at the Retailer level. Consumer plans in place - we want to get employees at the Retail Hdqtrs and Field excited about the launch. Want them to embrace it, create water cooler talk and ultimately support customer trial and conversion. Several tactics in place - but missing a 'big deal' that is off the cuff, out of the box, and non traditional.

Posted by: W.M.M.A. Accepted Answer
12/14/2004 9:06 AM (CST)
It is a good idea to create this WOW. However, it is impossible to provide you with ideas, unless we know more about the product, the company, the question.

It would be easy to state that in order to create WOW, give every customer a new car, or $1000. We need much more information.

Which tactics are in place?
Why should we get excited?
What is so great about the product?
I can't embrace anything I don't need, so who is the end user?
What does it cure? What does it do?

Please share your plans, product, package designs..etc.

Randall
WMMA
 
Posted by: GiseleNWA* Author Response
12/14/2004 9:17 AM (CST)
Product presents maximum strength and maximum speed prevention and relief from heartburn/acid indig., reflux, etc. key component is the number 150.... tactics in place are parking lot events with fire-eater entertainment at tailgate event at hdqtrs during high profile meetings, cafeteria signage and branded paper goods, i.e. cups, napkins, etc. Direct Mail to surrounding zip code(s)...Retailer should be excited because it is a huge launch with major support from the supplier and is likely to bring in millions in revenue. the consumer will no longer require rx, and will have a max dose available otc...major components-strength, speed, the number 150...
 
Posted by: NuCoPro Accepted Answer
12/14/2004 10:13 AM (CST)
How about doing something with NASCAR. The cars are very hot inside and very fast.

I'd suggest one of the older drivers just to link better with your target audience - "We run at over 150 mph every week. I'm surrounded by heat in a race, and don't need more of it coming from inside with heartburn. I also need something that works as fast as I drive!"

BIG audience in NASCAR, and they tend to imbibe in lots of heartburn inducing food and drink!

Best way to do this would be to sign on as a sponsor. You don't have to be the primary, but it would help due to the exposure you would get every week.
 
Posted by: GiseleNWA* Author Response
12/14/2004 12:36 PM (CST)
Great idea- couple of challenges - cost prohibitive and sister/cousin brands under same umbrella have existing nascar sponsorships... also am not sure it's targeted enough to market internally at retailer. ... excellent idea for mass consumer promotion...
 
Posted by: NuCoPro Member Response
12/14/2004 2:53 PM (CST)
Sorry about missing the point GiseleNWA. How about linking a promotion with donations to fire companies. Everyone likes firemen, and they are always scrounging for money. The donations would be made in the retailers name, allowing them to garner the local PR.
 
Posted by: GiseleNWA* Author Response
12/15/2004 2:48 AM (CST)
no apology please... i'm new to this type of exchange and didn't provide enough info...
i love the idea... something our "creative brief conferences" have not even ventured... suggestion(s) as to how to incorporate other initiatives indicated above to ensure synergy in the overall campaign? just want to ensure we don't lose product in the 'retailtainment'/'edutainment' effort...
(...key component is the number 150.... tactics in place are parking lot events with fire-eater entertainment at tailgate event at hdqtrs during high profile meetings, cafeteria signage and branded paper goods, i.e. cups, napkins, etc.) tks so much for the reply... i feel like we're getting warmer... no pun intended. :-)
 
Posted by: NuCoPro Member Response
12/15/2004 9:20 AM (CST)
I know you're not looking for ideas on the consumer side, but I wanted to follow up with my NASCAR suggestion. I thought of a way to tie it with firemen - go to the tracks and sponsor the emergency vehicles. They're on camera several times in every race, and are responsible for saving drivers, clearing the track AND putting out fires! The sponsorships would be less expensive than the cars and the tracks could be very receptive to the offer.

The 150 number is causing me fits. I'll have to come back to it. Continuing with my fireman theme, I thought, "How about the pressure in their fire hose?" However, I discoverd that 150psi is pretty lame for a standard fire hose, so that didn't work.

Speaking of lame, here's something that ran through my mind - "Want the 411 when you have 911 heartburn? Well you need 150!"
 
Posted by: Ambidextrous Accepted Answer
12/17/2004 11:11 AM (CST)
It sounds like you want to assure a stronger connect to retailer's employees @ the 150 (mg dosage?) benefit. The challenge: Will the employee connect to the consumer who asks re. "What have you got for heartburn."

You've got a fireeater in the parking lot; imprinted napkins and cups in the cafeteria; and dm to customers. (Have you customized the dm, btw? Is your fire-eater branded? --no pun intended). Are you doing couponing ($1.50) off?

Vevolution's fireman idea is great. Have a special tour of the truck for the employees before the public event. Give their kids plastic fire helmets or what have you with the #150 on them.
 
Posted by: Colleen Sharen* Accepted Answer
1/17/2005 9:00 AM (CST)
I've found that individual store contests tend to work well at the retail level -- assuming that the stores have some control over display.

We once did 400 Chocolate Trix Bunny that were over a meter high. Gave them to each store, along with a ballot box and ballots. Only request was that they create a display, and raffle off the bunnies. Believe it or not, it created a lot of noise. We indcreased our display by about 3 times the normal level, and of course, sales followed. The important things was that there was one prize per store and that it was on display in the store.

In a similar vein, we once did 700 leather olympics jackets for retailers to auction when we sponsored the Canadian Olympics team, each store receiving a jacket to raffle to customers.

The prize could be a pair of tickets to the local raceway, or for an entertainment event related to speed or fire (if you want to stick with the theme). Could even be dinner for 2 at a retail chain featuring spicy food. Value usually works around $100 or $200

Good luck with the launch.
 
Posted by: Mushfique Manzoor Accepted Answer
1/20/2005 6:26 AM (CST)
hi there

let me get clear, you want to create excitement among the retail employees, aka Sales Reps, for this product (say X brand)?? I am assuming that u wanna create hype among your retail sales reps. my plans are based on that assumption.

how about having a competition among the retail employees?? i am sure all your retail employees have their seperate territory in which they work. Lets do the following

1. Select a certain number of retail outlets (say 150) in every territory whereby the brand has a great presence.

2. every retail employee will have to convert exisiting Rx patients to OTC patients and they will refer the patients to go to the designated shops (any of the 150) of the territory to buy the brand. THe Retail Employee will keep a track of how many patients he has sent/converted to shops.

3. a Ledger will be in the selected 150 shops to keep record of the patients who have bought the brand X. the information kept includes the name of the Retail Employee who referred/converted the patient.

4. at the time of buyng the shopowner will keep a record of the patient in the Ledger.

5. at the end of the promotion tally will be made to find out the winners.

Prizes:
the competition will run for 150 days. For every 150 patients converted in every shop the Retail Employee will earn a bonus (pls determine something along with 150 in mind).

Bumper Prize:
THe retail employee the highest number of patients in his territory will get 150% of his total sales commission on Brand X.

During the promotion all the Retail Employees will be given a branded T-shirt which they will sport around to create the hype. and all the selected 150 shops will have special POS materials to attract the converted and potential patients. You can also tag retail shop competition to enhance the hype.

hope this helps. my apologies if the assumption was wrong. do revert, regarding your opinion on the ideas.

cheers!!
 
Posted by: Val (Moderator)* Moderator Response
1/22/2005 4:37 AM (CST)
Hello all. I am closing this question, since its more than two weeks old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


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