Putting the Brand at Your Breakfast Table
All of the big box stores know the key to success lies with a very tried and true delivery vehicle, the newspaper tabloid circular. Even with a common brand, it was nearly impossible for individual retailers to compete in this landscape. The professionals at Torus Marketing, working as BrandSource Marketing, have worked with BrandSource for years to develop a national tabloid insert program that enables the local retailer to leverage the power of the national brand. Today, nearly 1,000,000,000 circulars are distributed annually across the nation!
This was not a simple path. There are over 3,000 storefronts scattered across the nation, all with different mixes of brands and a complete spectrum of market profiles. There is no simple cookie cutter way to do this. BrandSource Marketing went to the suppliers and worked with various printers to create a multi-faceted system that will enable each retail store to have a vehicle specific to its product mix. Leveraging the volume of national printing and working with suppliers, BrandSource marketing was able to bring the price of these pieces within reach of even the smallest volume retailers.
A huge part of the success of this program has been the support of the suppliers. BrandSource marketing has worked tirelessly to help manage these relationships and garner participation not just from the suppliers but from the members as well. They have created unique programs for specific suppliers and the participation has been so great and the program so successful, that, combined, the suppliers now pay for almost 80% of the cost to produce these pieces.
BrandSource Marketing combined their industry savvy with their expertise on marketing to women to design circulars that spoke directly to the prime female demographic. From creating a consistent female friendly palette, creating a library of custom lifestyle photography, to creating a visual experience that integrates into the sales training and the online experience of brandsource. com, these circulars are one very important piece of a larger strategy.
The results speak for themselves. BrandSource outpaces the industry in all categories and the national tabloid circular is the basic building block for that success.
