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February 20th, 2011SCORE Column: Tie-Ins Can Help Small Businesses Find Success

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by Tina Dettman-Bielefeld

Within minutes after the Green Bay Packers won the Super Bowl, marketers sprung into action. Merchandise was quickly printed and loaded on trucks, which left to deliver the goods immediately. The stores were waiting and briskly unloaded the trucks and got the merchandise on the floor. It worked well, because it was carefully conceived.

The smart small businesses and brands had planned in advance. Downtown Green Bay was ready with a green and gold fireworks show and strengthened its brand as thousands filled the streets. Others featured free drinks and other specials.

“There are lots of opportunities throughout the year for a business to respond to a certain event or pop culture wave, especially for small local businesses,” said Laura Ritchie, founder and vice president of The Wisconsin Sports Network. “Sometimes they can ride the wave of community excitement if they do so in a timely fashion and before it’s been beaten to death.”

Unlike the last Super Bowl win, Ritchie thinks that the little guy now has a better chance of capturing a share of the market.

“A savvy apparel company could have flooded local media with banners in the hours and days following the Packers’ win, combined with a little search-engine optimization, and assuming they had the rights to the inventory they were selling, could have competed with their larger adversaries,” she said.

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July 29th, 2009Tweeting for profit

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A year ago Kris Drey couldn't care less about Twitter.

With 13 years of Web site experience, Drey is no technophobe. He serves as vice president of product marketing at Fliqz, an online video-hosting service with 20 employees in ... Continue Reading »

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