Herbst to Present Sampling Effectiveness

On Sunday, April 18th, Dr. Kenny Herbst, a marketing professor at the Wake Forest University School of Business, will present a marketplace study that clearly shows the value of product sampling as leading to increased sales levels in stores. The NARMS U session is part of the 15th Annual NARMS Spring Conference on April 17-20 at the Saddlebrook Resort in Tampa, Florida. Dr. Herbst found that when individuals were offered a sample, their general spending in the store and the amount of time they shopped in the store was 34 percent and 14 percent greater, respectively, than those individuals who were not offered a sample.

“Sampling can provide an opportunity for individuals to try items ‘on for size’ in a low-risk manner while simultaneously being exposed to a new product’s taste. At the same time, it can assuage anxiety about returning home with a product that does not pass the taste test,” said Herbst.

Dr. Herbst first shared his findings at the 2009 NARMS Spring Conference on April 7, 2009 in Colorado Springs, CO, and he later followed up with additional information in a NARMS Webinar, another NARMS-U educational offering on August 11th, 2009. He also provided evidence pointing to (a) the value of warm and knowledgeable associates, (b) increased customer satisfaction with and loyalty to retailers’ hosting sampling demos and (c) the need for a “completely stocked look where the product is merchandised in the store” to maximize sales.

Dr. Herbst has an extensive background in food research and his industry expertise has led to attention from popular media publications. His most recent study was conducted in cooperation with a NARMS member event marketing company, StratMar Retail Services of Port Chester, NY. Dr. Herbst may be reached at Kenny.Herbst@mba.wfu.edu while his website at www.business.wfu.edu/herbst hosts other research information.

Retail sales rise 0.3 percent in February

WASHINGTON — Retail sales posted a surprising increase in February as consumers did not let major snowstorms stop them from storming the malls. The advance, the biggest since November, provided hope that the recovery from the Great Recession is gaining momentum.

The Commerce Department said Friday that retail sales rose 0.3 percent in February, surpassing expectations that sales would decline by 0.2 percent

Read the entire article in the Washington Post

Gerard McLean to Moderate NARMS Workshop at the Annual Spring Conference

On Sunday, April 18 from 1:00-2:00pm, Gerard McLean, President/CEO of Rivershark Inc will be moderating a workshop on integrating social media into a NARMS.com member company presence. Paulette Blaskey with NARMS International will be co-moderating.

Closing Night Reception Announced

The 15th Annual NARMS Spring Conference scheduled for April 17 – 20th at the Saddlebrook Resort in Tampa, Florida will feature a Closing Night Reception and Dinner on Tuesday night April 20th from 6:00 to 9:00 PM. Again this year Chuck Latham & Associates, Kit Moss Productions and Lawrence Merchandising will sponsor this exciting finishing event that will feature a walk down memory lane with music from the 60’s and 70’s. The theme of the event this year is: Memories of Abbey Road featuring the music of the Abbey Road Duo. We ask all those in attendance to dress in their finest 60’s and 70’s attire.

If you have not yet registered for the NARMS Closing Night Reception and Dinner you still have time to do so at www.narms.com or call NARMS at 888 52 NARMS. See you in Florida.

Get Ready for the Reset! Brand Proportion Distortion

This week, I blogged about how rationalization at retail is affecting the licensing community and brand owners/licensors in particular. Writing the post, I was reminded of how retailer and supplier brand portfolios are expanding and contracting as an outcome of rationalization and how this is changing the game for retail marketing service organizations.

A funny thing has happened as retailers “optimize” their brand portfolios and cut back on the number of brands that they carry – the brands that remain look larger than life, even as the actual number of products gets reduced through SKU rationalization. Taking in the vast brand-blocked presentations and lifestyle brand displays that are sprinkled liberally throughout a given store, it doesn’t take long for visions of continuity programs to start dancing in your head . . . but who has the most skin in the game to ensure that these brands succeed? The changing answers to that question will point you to your best customers and the bigger their portfolios, the bigger your opportunities!

I’ll be taking on the impact of rationalization on brand ownership and other retail realities that are rocking the world of retail in my presentation at the NARMS Spring Conference. I’ll see you at 9:00 a.m. on Monday, April 19th!

(Carol Spieckerman of newmarketbuilders is a guest blogger and is on the agenda for NARMS Spring Conference, April 17-20, Saddlebrook Resort, Tampa, FL.)

Still Time to Save on Spring Conference!

Members who register for Spring Conference by Feb. 28 will save $50 per person. After that date, registration will move from $500 to $550 per person. Non-member registration is $750. The 2010 NARMS Spring Conference is on April 17-20 at the Saddlebrook Resort in Tampa, FL.

Video: Spieckerman Promotes Session at Spring Conference

Carol Spieckerman promotes her upcoming session, “Are you Ready for the Reset? Three Revelations that Will Rock Your Retail Reality.” on Monday, April 19 at the 2010 NARMS Spring Conference. Spieckerman will also facilitate the Manufacturer/Retailer Connection sessions which will run from 10:00 AM until 12:30 PM.

Visit the conference center here.

Retail Sales Gained 1.3% in November

U.S. retail sales rose 1.3% in November, the Commerce Department reported, nearly double the 0.7% increase Wall Street had predicted. October sales were revised down to a 1.1% increase from a previously estimated 1.4% increase.

Car purchases and rising gasoline prices played a part in the November increase. Spending by consumers during the traditionally busy shopping day after Thanksgiving, meanwhile, was a little higher this year than in 2008.

Excluding sales of gasoline and cars, other retailers’ sales increased 0.6% last month.

Read the article on WSJ.com

Black Friday Launch Pad for Brand Social Media

There is mounting evidence in the use of social media, such as Facebook and Twitter, as an advertising medium. A prime example is the way that brand marketers are targeting Black Friday by sending out messages featuring special deals for their followers. Why?

Read the entire post

U.S. Retail Sales Increased 1.4% in October

U.S. retail sales increased 1.4% in October, above the 0.9% rise projected by Wall Street. The jump came on rebounding demand for cars, a sign the economy kept recovering despite climbing unemployment. Aside from automobiles in October, other sales rose just 0.2%.

The Commerce Department said September sales were revised down to a 2.3% decrease from a previously estimated 1.5% tumble.

Read the full article on WSJ.com