In-Store Promotions: New Balance’s Quest

Tom — Mon, 23 Mar 2009 15:07:11 +0000

New Balance will be emphasizing in-store marketing campaigns in hopes to reach consumers at point of sale. AdAge article discusses how New Balance has decided to reduce media advertising while focusing on in-store efforts. The promotions, targeted at the shelf, will be boosting consumer’s knowledge on style and availability. A campaign to hopefully strengthen the brand as one that meets every runner or athletes needs.

Will In-Store Promotions Work?

New Balance advertising execs understand the athletic consumer. In particular, consumers buying athletic shoes are making the decision at the point of sale. Unlike deciding which milk to purchase, running shoes require the consumer to read labels and physically try on the brand. This is why in store campaigns make sense.

Brands who understand their shopper’s behaviors can customize their in-store marketing to grab the consumer’s attention. For example, New Balance would benefit from promotions which highlight the benefits of the brand. The shoe’s support, width choices, and fit are all deciding factors for runners. The key is to ensure the in-store advertising is done correctly and consistently.

If not done correctly, in-store promotions can be a major failing point in reaching consumers. The promotions need to be done consistently to maintain quality. The only way to ensure quality campaigns, is to measure the promotions. The key lies in the old saying, “Inspect what you expect.”

The critical issue in all of this is to know how to monitor and verify a program. This is where the issue moves to another level. Monitoring and verifying performance is prudent. However, the real payout comes in being able to use the data to not just improve the next program, but to improve the
current program as it is being run.

ICC/Decision Services » New Balance

In-Store Promotions: New Balance’s Quest

Will In-Store Promotions Work?