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ORLANDO, Fla. -- Effective promotions not only boost sales, but also get customers and employees more involved in their stores, said speakers at the Food Marketing Institute's Advertising & Marketing Executive Conference here.
One such promotion is IGA's annual Country Jam in Eau Claire, Wis., in June, featuring big-name country singers, food samples and fund raising for the Special Olympics and other causes. Bozzuto's, a distributor based in Cheshire, Conn., wanted to launch a similar event that would raise money for charity, increase product distribution and sales, and show its retail customers how it could run successful events and promotions at its own stores. So, the company sponsored its own IGA Country Jam in Wallingford, Conn., in July 2003.
Although problems arise when organizing such a complex event, Kristin Manning, director of retail marketing for Bozzuto's, said there is a recipe for success. A top priority is to make sure the program remains in line with executives' expectations. Michael Bozzuto, chief executive officer, wanted a project that was global in nature, was non-season specific, and increased store traffic and sales, and he also wanted it to involve kids and pets.
Bozzuto's expectations, and goals, were met....