Webinar Series Reaches Two Year Anniversary

The month of August marked the two year anniversary of the NARMS Webinar Series. Over that span of time, 42 installments have brought value to the members of the at-retail merchandising and marketing services community under the NARMS-U educational platform. And what might be even more exciting is the future of this popular communication vehicle as programming is now complete for the balance of the year. The industry has also enjoyed tremendous support as associate member Natural Insight has generously sponsored the series and associate member ReadyTalk has provided their leading technology to bring the events to you.

The popularity of the NARMS Webinar Series is evident by the number of individuals and companies who consistently take advantage of this tremendous benefit of membership. There are many stories of entire conference rooms full of our members and their staff using each session as a part of their corporate training and team building. The leaders of each session are among the top people in their field and bring expert insight to the topic at hand. This has proven to be a great way to extend the life and messages of our annual Spring Conferences and also to preview the next annual industry get together.

For those who have not taken advantage of this information rich resource, here is a quick primer. All you have to do is simply register for the event via the email notification, or go directly to www.narms.com and click the webinar tab. You will be sent a confirmation email that will give you a link to the computer screen portion and a phone number and code for the audio portion. Because many of our attendees are traveling, the audience will be muted with only the speaker and host, NARMS Vice President Ken McKenzie, audible. This helps keep the background noise to a minimum. For most presentations, a chat feature will be opened later in the one-hour format to allow for you to key in questions. All those who register receive a follow-up email containing a sound file of the webinar and all related material including the slides used by the presenter and any other written materials in an electronic format. Anybody who registers receives the follow-up material, even if their schedule does not allow them to attend the session.

The next two webinar sessions are schedule for September 9 (Jerry O’Brien – The Values Based Retailer) and September 21(Scot Maurath – NARMScertifyU). The NARMS Webinar Series is complimentary to NARMS members as a membership service but is also made available to other interested persons at a non-member rate of $99.95. We encourage you to share this invitation with other co-workers and anyone else who might gain value from this information-sharing opportunity. You will want to tune-in and experience first-hand the benefits and evolution of this multi-faceted and valuable presentation.

Promotional Considerations Include At-Retail

A recent article on the Progressive Grocer website entitled, “Five Key Considerations for Taking the Guesswork out of Promotions,” hands out some very sound advice on how to improve promotional activity and forecasting. As practitioners of at-retail marketing and merchandising services, it is only natural that NARMS members would automatically read this and begin to articulate how their services could further augment the battle to win new customers with promotions and special offers.

The first consideration is to take a holistic view of promotions. In other words, looking not only at how a promotion affects the featured product, but also those around it. NARMS members are exceedingly good at gathering at-retail data and reporting it back to brand marketers. They utilize sophisticated hardware and software and a variety of real time reporting capabilities to make this happen.

The second is to integrate promotions with overall operations. A successful promotion can greatly affect the supply chain. Out-of-Stocks and distribution voids can take a tremendous positive and turn it into a disaster. The reach and depth of consumer interaction via social networking make being prepared for the results of a promotion more important than ever. NARMS members have long been a friend in the fight against out-of-stocks.

The third is to implement a scalable system that takes into consideration the unique aspects of each location. NARMS members have field personnel who are well trained and have a broad base of experience in understanding company strategic goals and how to transmit and adapt those goals into local tactics. In fact, NARMS offers its members and their field staff an on-line training center called NARMScertifyU in order to ensure the best possible store level execution.

The fourth is to build a solid foundation of data. We have already discussed how NARMS members are well in tune with data gathering tools and methods. They have also made huge investments in information technology and systems and are fully capable of helping retailers and brand marketers add to the depth of the ever more important pool of data.

And finally the one that really hits home, which is investing in the proper resources. It is important to make sure you have the skill sets, either in-house or outsourced, to properly execute increasingly complex promotions. At-retail is a vital part of this mix and the best in-store marketing and merchandising companies in the world can be found at www.narms.com.

Event Marketing Course Now at NARMScertifyU

At-retail marketing events are used by brand marketers to grow brand awareness, sell more products and build stronger relationships with customers. Significant time and resources are invested to create an event that may only last a few hours, but the impression on customers could last a lifetime. The stakes are high, and many pieces must fall into place to have a successful event. NARMScertifyU, the official on-line learning center of NARMS, offers an Event Marketing Course that teaches the standards necessary to become a productive and successful field event marketing representative and team member.

Upon successful completion of this course, the field representative will have a foundation of knowledge and understanding that every member of an event marketing team must have in order to productively contribute. This course provides information that has been designed to benefit everyone from an experienced leader to a brand new member of the frontline team. They will learn about event marketing excellence, how to properly prepare, what must happen on the day of the event and other useful information on topics including communication, code and safety compliance and follow-up.

NARMScertifyU is available directly to individual merchandisers at $15 per course, or in a bulk pricing package now available to allow for member companies to purchase on-line courses for their field reps at a great savings. Questions about pricing and purchasing should be directed to Scot Maurath at NARMScertifyU. His phone number is 949-472-6700 ext 1107.

There are eight courses currently offered at NARMScertifyU: Train the Trainer, Retail Visit Excellence, Merchandising Standards, Demonstrations, Event Marketing, Fixture Installation, Mystery Shopping and Team Lead Skills. The user simply selects and completes the course to earn a certificate of completion. Their NARMS Recruiter profile is automatically updated with the increased level of knowledge making them a more valuable, accessible, marketable and hirable resource.

NARMScertifyU represents a quick, easy and inexpensive option for enhanced at-retail service knowledge for both service company and individual field personnel. To learn more, visit the site here and then help spread the word of this tremendous industry building resource.

Knowing Your Category Roles

The July issue of Willard Bishop Competitive Edge features a look at category roles and how identifying them can be a tremendous advantage from a strategic and tactical standpoint. As you may remember, category roles were a result of the Category Management movement. It is not only important to know and understand category roles, but it is equally vital to know how our services as at-retail merchandising and marketing services can help to clearly establish and maximize those roles.

Category roles fall into four categories: Destination/Signature, Occasional/Seasonal, Routine and Convenience/Impulse. Destination/Signature items establish the retailer as the dominant store of choice providing the target consumer with consistent, superior value. Occasional/Seasonal brands reinforce the retail image as the store of choice by providing timely, competitive value to the consumer. Routine items establish the retailer as the choice to provide consistent competitive value in routine and stock-up needs. And finally, Convenience/Impulse brands establish the retailer as a full-service store by providing less planned, fill-in needs.

Retailers need a strong portfolio of products and brands in all category roles. When performing at-retail services for a brand or a retailer, it may be helpful to ask questions that help determine what role the product or category play. According to Competitive Edge, the retailer or brand may not know or even use category roles as a tool. By probing to get to the intent of the brand or items, it is possible to gain insight and further add value of the overall marketing strategy by suggesting tactics.

This issue of Competitive Edge shares how category roles and marketing intents can guide strategic and tactical practices in the areas of price, promotion, space and assortment. It is a quick read and can help you direct the marketing message of your firm as an agent who understands and can help achieve these roles through consistent and high quality execution of in-store initiatives. You can download the report here.

NARMScertifyU Setting the Standard

When customers walk into retail stores to shop, they rely heavily on their visual impressions to decide whether or not to make a purchase. The impact of the professional at-retail merchandiser plays a critical role at this moment of truth in determining the success of brand marketers and retailers. NARMScertifyU, the official on-line learning center of NARMS, offers a Merchandising Standards Course that teaches the standards necessary to become a productive and successful merchandiser.

The merchandiser will learn how to properly behave in the stores and how to easily create and maintain a safe working environment. Productivity is enhanced by learning what to do, and equally important, what to avoid. The learner will build a foundation of understanding regarding proven merchandising skills and behaviors that will enable at-retail success for all parties involved.

NARMScertifyU is available directly to individual merchandisers at $15 per course, or in a bulk pricing package now available to allow for member companies to purchase on-line courses for their field reps at a great savings. Questions about pricing and purchasing should be directed to Scot Maurath at NARMScertifyU. His phone number is 949-472-6700 ext 1107.

There are eight courses currently offered at NARMScertifyU: Train the Trainer, Retail Visit Excellence, Merchandising Standards, Demonstrations, Event Marketing, Fixture Installation, Mystery Shopping and Team Lead Skills. The user simply selects and completes the course to earn a certificate of completion. Their NARMS Recruiter profile is automatically updated with the increased level of knowledge making them a more valuable, accessible, marketable and hirable resource.

NARMScertifyU represents a quick, easy and inexpensive option for enhanced at-retail service knowledge for both service company and individual field personnel. To learn more, visit the site here and then help spread the word of this tremendous industry building resource.

Retailing Today Merchandising Services Report Out Now

In May it was announced that DSN Retailing Today intended to produce a state of the industry special report to showcase the value NARMS members provide, and highlight recent developments and key trends shaping the future of our dynamic industry and your business. In case you missed it, the report is now complete and has been distributed to 30,000 retailers and 40,000 suppliers ensuring broad exposure for our industry. To download the July 2010 Retailing Today Merchandising Services Report, please click here.

Store level execution has never mattered more or been more challenging to achieve due to economic circumstances and evolving market dynamics. This special report on the critical role merchandising and marketing services firms play in the in-store execution process examines some of the key trends influencing the retail industry and offers viewpoints from thought leaders.

The report is broken down into four stories. In PIC(k) a New Growth Channel, Retailing Today highlights and summarizes the newly released Professional Installation Company White Paper – Continuing to Build Out the Future of Retail. Failure is Not an Option examines new at-retail initiatives which create an even greater need for excellent in-store execution. Making a Difference In-Store discusses how merchandising service companies can make themselves more relevant as a valuable strategic partner rather than being seen as just a back-end labor resource. And finally, there is an interesting Q&A between Retailing Today Editor Mike Troy and NARMS CEO Dan Borschke.

As we said earlier, this report is already being seen by thousands of your potential customers. Download a copy of the report today and share it with your executives, staff and customers.

Putting it Into Perspective

Yesterday was a typical Monday – the first day of the week and a day that is always needed to catch up from a weekend outing. On Friday, we got the sad news that Tom Greenwood of member company AMG passed away at the age of 53! Tom was the kind of individual you could not help but like – out-going, friendly and a person who you could always depend on for his input. Tom has participated on both sides of this industry with positions with Lego and K2 Sports and recently with AMG. I got to know him through our Manufacturer Share Group Meetings over the years and also during a transition period when he was searching for work. Tom even sent me a bottle of wine for the very small part I played in helping him find his latest position. He was that kind of person who always remembered those who he befriended. Tom is leaving us much too early and his departure once again will remind us that we need to put everything into perspective.

Life is much too short and that is becoming much too obvious the older you get. These abrupt passings remind us all of what is important. Our work week is important to us, if for no other reason that it supports our family and makes life much more comfortable. Work is important as it molds us into the person we really are and affords us the opportunity to interact with friends and foes alike, but we must also remember that there are other things in life and we should not forget to enjoy them once in awhile.

For those who have young children at home, please remember to enjoy them because they will not be there forever. As a matter of fact those teen years will be very trying, but do not worry because you will survive. We are always told to put life into perspective, but we do that for just a few days and then return to the old grind. When my mother died six months ago at age 92, I told myself to enjoy work, life and especially those around me. I have not always kept that philosophy, especially when there are 101 things on the desk and not enough time to complete them. I am trying, and with a new grandson on the way in a few weeks, I hope that I can indeed keep my life in perspective.

Our friend Tom will be remembered and we will keep his family in our thoughts and prayers. For those who would like to be remembered to the Greenwood family, a college scholarship fund has been developed by their church to assist his daughters, Lauren and Natalie. You can give at: https://www.willowbendchurch.org/greenwoodfund. Condolences can be sent to his wife Kim and daughters Lauren and Natalie by contacting the NARMS corporate offices.

Polish Your Team Lead Skills at NARMScertifyU

The members of NARMS are an extremely diverse group of at-retail merchandising and marketing companies. But at their core, they share one very important trait. They are all experts at deploying and managing a decentralized workforce. Managing and leading people in the field requires a completely different approach than in an office environment. Often times, success at a store revolves around the skill set of a lead person of a crew. The NARMScertifyU online training tool offers a Team Lead Skills Course to address this critical component.

There are a wide range of skills that a field rep needs to develop in order to become an exceptional individual retail services performer. Achieving at a high level is an avenue to not only get recognized, but also promoted to a supervisor or team lead position. The biggest challenge faced by a Team Lead in the field is the fact that the job requires a different skill set from that of a field rep.

The course on Team Lead Skills has been created to teach the fundamentals of maximizing the productivity of a crew. The participant will learn the components of leadership excellence and how to prepare to lead. They will also learn how to be successful by understanding the different perspectives of the people that they must satisfy during every job, namely their company, their end customers/clients and their subordinates. From setting expectations, conducting effective coaching sessions, and holding the team accountable, the Team Lead will come away with everything they need to become a better leader. There is also an overview on topics such as interviewing, hiring, employee relations and managing a team remotely.

The Team Lead Skills Course is just one of eight courses currently offered at NARMScertifyU. The others are Retail Visit Excellence, Merchandising Standards; Train the Trainer, Event Marketing, Fixture Installation, Mystery Shopping and Demonstration Skills. The user simply selects and completes the course to earn a certificate of completion. Their NARMS Recruiter profile is automatically updated with the increased level of knowledge making them a more valuable, accessible, marketable and hirable resource.

NARMScertifyU is available at only $15 per course and represents a quick easy and inexpensive option for enhanced at-retail service knowledge for both service company and individual field personnel. Please check out NARMScertifyU today and help spread the word of this tremendous industry building resource.

RORI Calculator Ready, Willing and Able

NARMS members were given a powerful tool at the 2010 NARMS Spring Conference when Bart Flaherty of GroupM introduced the RORI industry research project and unveiled the RORI Display Selling Calculator. The Calculator and supporting documents are ready and waiting for your use. You can download them by visiting the members section of www.narms.com.
The first cut of RORI information focuses on display activity. RORI identifies display activity as one of the most important tactics a manufacturer can execute at-retail. Displays pay a handsome return on investment for manufacturers and retailers if correctly and efficiently executed. According to SmartRevenue and MEC Sensor on in-store media, 61% of all consumer purchases are unplanned and 47% percent of those purchases come from displays. And yet grocery retailers have actually cut down on the number of displays they use in recent years. Some of this is driven by store format shifts and clean store policies. The RORI tools and Display Selling Calculator can help you show trading partners that getting displays to the sales floor is a necessity for building business in the retail environment today.

In order to do this, it is helpful to start with the end in mind. In other words, show your retailer and manufacturer customers the money! This is where the RORI Display Selling Calculator comes in. The Calculator is an easy to use and easy to present format that can slide seamlessly into your RFPs and sales presentations. In brief, it takes the number of stores, displays and case units on display and calculates the sales lift based on the product type and category. It then figures in the cost of labor and delivers a direct return on investment for the manufacturer and retailer.

The calculator itself is available in an Excel format and the supporting documents are downloadable in a PDF file format including: RORI Display Case Study, RORI Scope Selection Presentation, The Role of the University of Wisconsin Kohl’s Center for Retailing, The RORI Program Defined and What will RORI do for NARMS.

RORI defines display labor activity as a $1 billion opportunity for NARMS members and it may be growing. In order to get your piece of this pie, you may have to consult with your customers and use the RORI Display Selling Calculator to show them how using NARMS members to build and service displays can deliver incremental sales gains for just a fraction of the lift.

NARMScertifyU Course Caters to Demonstrators

Product demonstrations and samplings are the topic of the day as Dr. Kenny Herbst will lead a NARMS Webinar on the topic this very afternoon. Well trained, professional demonstrators play a significant role in the success of any product introduction or at-retail trial. NARMScertifyU is currently offering a Demonstrations Course which caters to both beginning and veteran demonstrators.

Conducting at-retail product demonstrations is a powerful activity that creates brand and product awareness, builds long-lasting personal connections with the end-consumer and drives sales. As a first point of contact for the brand, the individual demonstrators are vital in the launching and/or re-launching of products. This course has been designed to give all levels of demonstrators the information they need to be successful.

Upon successful completion of this course, the demonstrator will develop a clear understanding of Demonstration Excellence and how to achieve it. They will learn how to prepare for and execute product demonstrations to be in the best possible position to succeed. Included in the instruction are specific communication techniques, based on proven consultative sales principles, enabling the demonstrator to quickly build credibility, get people interested, present effectively and consistently gain commitment.

The Demonstrations Course is just one of eight courses currently offered at NARMScertifyU. The others are Retail Visit Excellence, Merchandising Standards, Train the Trainer, Event Marketing, Fixture Installation, Mystery Shopping and Team Lead Skills. The user simply selects and completes the course to earn a certificate of completion. Their NARMS Recruiter profile is automatically updated with the increased level of knowledge making them a more valuable, accessible, marketable and hirable resource.

NARMScertifyU is available at only $15 per course and represents a quick easy and inexpensive option for enhanced at-retail service knowledge for both service company and individual field personnel. Please check out NARMScertifyU today and help spread the word of this tremendous industry building resource.