Vendor Campaigns :

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Vendor supported advertising programs are an organized method of periodically securing special promotional allowances from a retailer's key vendors (suppliers) then pooling these funds to fully pay for alarge multi-product promotion for the retailer. These are not co-op dollars and are considered 100% free for the retailer. Once the funds are raised for a local retailer, the dollars will be earmarked for television advertising.

The enclosed pdfs are produced so that it can be put in a folder in a stair step manner once it is cut in the appropriate place.


STEPS

1. QUALIFY THE RETAILER
Study purchase figures from a retailers top 50 vendors. Evaluate last year's actual figures, plus projections for the present year. These figures not only qualify specific vendors, but also allow a total promotional projection. This information is confidential.

2. DATES AND THEMES
(Objectives)
A. Create a well-planned and timely promotion.
B. Plan two to four week promotion(s) since it potentially involves a sizeable budget.

3. THE VENDORS
A. Analyze a retailers purchase figures, create either a departmental or storewide event.
B. Vendors should be as aggressive as retailers.
C. Annual purchases from each vendor will determine which vendors to work with, and what type of budgets to expect.

4. THE PROMOTION PACKAGE
A. Once budgets have been determined. Media and promotion plans can be sold to the vendor.
The plan will tell each vendor exactly what the retailer and the station are offering and the cost to him.)
B. Contingency plans should be determined in case of unexpected occurrences.

5. PRODUCTION AND FOLLOW-UP
A. Promotions should be created with vendors and retailers as well as special events in mind.
B. Billing invoices must get to vendors rapidly. Sales should be tracked to do a better-than-average job of qualifying the vendor's investment. Let the vendor know the results of how well their product sold during the promotion/event.
Vendor programs allow television to do what it does best to motivate consumer buying at the retail level.

BENEFITS
When retailers compound increased billings with creative promotions, the retailer will benefit from increased sales volume geared to support regular advertising.

Enclosed are sample thumbnails that can be clicked on to see a larger version and from there a high resolution and oftentimes interactive PDF will be downloadable from this site.

To learn more contact Dan Oliver
doliver@megamediacsb.com
602-421-8935