Archive for May, 2012

Channel Crossing: Retail’s Road Less Traveled: Sales for Every Season

May 2, 2012

Bookmark and Share

By: Maria Eden, Senior Vice President, Director of Short Form, Mercury Media Philadelphia 

“Are we there yet?”

If this sounds familiar to you, you’re probably a parent of small children, a marketer for retail clients, or both.

When it comes to marketing, we’ve found that retailers are often single-mindedly focused on their final destination – the Q4 holiday season.  After all, more than $1 billion was spent during 10 shopping days this season, led by Cyber Monday, which ranked No. 1 for the second consecutive year at $1.25 billion.

But even as visions of Black Friday, Cyber Monday and Super Tuesday dance in retailers’ heads, it’s our job as marketers to keep them focused on their journey toward success year-round.

At Mercury, we’ve found that our retail clients perform best when they base their media strategy on a full calendar of sales, marketing and effective media. Only then can they maintain good customer data, consistent sales and mind share.

It’s no secret that marketers use DRTV to generate immediate product sales.  But the medium is also amazingly adept at driving traffic to retail stores, catalogs and the Internet.  Below are three of our most well-tread tips for your road to retail success: