Manufacturer and Retailer Member Input Still Needed

As you read this story, the Survey of At-Retail Merchandising and Marketing Service Practices is in the home stretch. NARMS is surveying leading manufacturers and retailers to gain insight on their uses and opinions of at-retail merchandising and marketing services and the outsourced companies who provide them. As very important members of our association, it is important that our Retailer and Manufacturer Divisions weigh in. If you have not already done so, there is still time for your opinions to be heard.

As members of NARMS, our manufacturer and retailer members play a vital role in our community. They give us a direct line to what is going on in the retail industry and how our service company members can best be of service. They are also able to network to share best practices and recruit to fortify their own field staffs by filling retail jobs.

Thus far, many of our manufacturer and retailer members have yet to participate in the study. And while the survey is open to any and all manufacturers or retailers, we feel it is important that our members lead the way and participate on a high level. The project is being carried out by an outside firm, so your candid responses are confidential. A final report will be issued this summer with only summary data being published. Those who provide contact information will receive an advance copy of the Executive Summary and the report will be available to all members later in the InfoShare library.

So if you are one of our manufacturer or retailer members and have not already done so, please click on the appropriate link. You can access the Manufacturer Survey by clicking here, and the Retailer Survey by clicking here. The survey only takes a few minutes, but the data speaks volumes in allowing us to identify trends and gain insight into the marketplace. It also allows for an evaluation of the performance of outsourced partners as a valuable conduit to identify areas of improvement and opportunity. There is still time for your voice to be heard!

JobBank Has Special Offer for You

As part of the at-retail merchandising and marketing industry, sales promotion is something NARMS members assist customers with everyday. In uncertain economic times, it is more important than ever to aggressively promote products and service offerings to seek trial, boost sales and reward customers who are loyal to your brand. It is no different here at NARMS. That is why the Association is now offering unlimited postings on the JobBank for 30 days for $1000 for members and $1,250 for non-members.

The JobBank at www.narms.com, searched 800,000 times each month, has long been the premier connection between member and non-member companies offering job opportunities and at-retail assignments to field reps seeking retail jobs. In short, JobBank is the one-stop shop for all your recruiting needs. The ease of use and the single point of entry at the JobBank provides even greater coverage because your listing is automatically sent via RSS feed to top job sites and social networking applications such as Twitter.com, Alltop.com, Indeed.com, Simplyhired.com, Myspace.com and many, many more. Through just one listing on JobBank, your offer appears in just about every web application where a field rep is seeking a job.

If you have multiple positions to fill for those upcoming summer programs, now is the time to take advantage of this terrific offer. The unlimited listing feature will allow you to post more ads and target them to areas of need. The offer also extends to listings on Career Connection.

Of course, every offer has some fine print. The fee must be pre-paid via credit card (Visa, MasterCard, or American Express) and is only in effect for 30 days from the date of payment. If you or the person in your company who is in charge of recruiting is interested in taking part, contact NARMS International Headquarters to make your payment and start the program. A dedicated member ofNARMS friendly staff is standing by to help you out. Additional information can also be found by using the JobBank. This offer is extended to members and non-members alike.

If you have used JobBank in the past, we thank you for your patronage and look forward to continued service. If you are new to the service, we invite you to take advantage of this offer and give it a try. More than any other industry specific job site, you’ll find that JobBank has kept pace with the ever changing features and benefits now available to users of the web. Many have found it to be the single best use of their recruiting dollars so please pass this information on to your recruiter today.

Economic Survey Reveals Resiliency

With gloom and doom predictions dominating the retail landscape, NARMS International decided to poll its members on how the current economic recession is affecting their specific business. In December, members answered nine questions designed to gauge how the difficulties being reported by retailers and manufacturers have impacted the number and types of at-retail merchandising and marketing programs being utilized. They also gave us a glimpse at how conditions might be shaping the possibilities for retail job opportunities in the near future.

A significant number of companies (48%) told us that the number of projects their company executes has been negatively affected by the recession. However, 34% said they had remained unaffected and 18% said that business has actually increased during the downturn. That means that an equally significant number of respondents (52%) are still perceived as adding value and/or providing additional value to stimulate sales and service in the marketplace.

A huge issue for members of the at-retail industry is cash flow. Since they perform sales building services at stores, these services can’t simply be undone when payment is not received. There is a legitimate negative trickle-down effect going on with 49% saying they are having difficulty receiving payment for services rendered. Sixty-one percent of those said that they were more often getting paid 60 days after their terms indicate.

It appears the key to surviving and even thriving in a tough economy is innovation, creativity and service. Very few respondents (2%) said that they have backed off on the service variety that they offer. Forty-three percent have actually changed their service mix to address the needs of struggling retailers and manufacturers.

Of course adjustments have to be made. It is perhaps surprising to note that 41% said that they have kept their field workforce intact and 14% said it has actually increased. There are some members who are experiencing a downturn with 31% saying they have decreased their workforce size and another 14% who anticipate a decrease.

The field management structures of our members mirror the field force with 55% remaining unchanged and 8% increasing field management. Twenty-nine percent reported a decrease and another 8% saying they anticipate a decrease.

Management and headquarters levels also follow this path. Fifty-two percent have remained unchanged and 6% have increased staff. Thirty-two percent reported a decrease and another 10% anticipate a decrease.

But what about our member’s bottom line? We as an industry are definitely not coming out unscathed. Those who are reporting a decrease to their net profit total 52%. Only 14% are saying they will increase and another 34% are holding fast.

The message of the NARMS Economic survey seems to be this; times are tough, but we are tougher. Our members continue to invest in people, systems and infrastructure with only 20% saying that their line credit has decreased. Ten percent said they have increased. No doubt that, taken as a whole, we have business challenges. The numbers say that the members of NARMS International are up to the challenge.

Exhibitors Electrify Spring Conference Atmosphere

What would the atmosphere be like at the NARMS Spring Conference & Exposition without all the excellent exhibitors? Those companies who line the hallways and exhibition hall with goods and services specifically designed to support and enhance our members who provide at-retail merchandising and marketing services to the CPG manufacturers and retailers around the world. Many also help our members find retail support personnel to fill various retail jobs. Because of the importance of our exhibitors, NARMS has announced that, for the first time in NARMS history, attendees will be able to vote for the exhibitors Best of Show award at the 2009 spring conference. The winning exhibitor will receive a trophy and ten voters will be awarded exciting prizes.

Because of the relationship we have developed with our exhibitors, many of which are NARMS Associate members, it is important that we return the favor by enhancing their conference experience. We need your assistance assembling these prizes which will be awarded during the Exhibitors’ Reception. The prize donors will be recognized during the award festivities as well as in the spring conference program and pre-conference brochure. You can contact Paulette Blaskey at membership@narms.com for more information.

Physical Exhibits at the Broadmoor in Colorado Springs will be open:

1:00 PM - 6:30 PM on Sunday, April 5
8:00 AM - 6:00 PM on Monday April 6
8:00 AM - 12:30 PM Tuesday April 7.

The exhibitor set-up is scheduled from 9:00 AM to 6:00 PM on Saturday and 9:00 AM to 12:00 Noon on Sunday.

But that’s not the only enhancement. Members have expressed a desire to extend the exposure to these blue ribbon providers of hardware, software, hosted services, recruiting, insurance, and the list goes on and on. That’s why exhibitors at the 2009 NARMS Spring Conference & Exposition will get the chance to participate in both the conference trade show and the pre and post conference virtual trade show.

In partnership with Digitell, Inc. of Jamestown, NY, the virtual trade show experience will give actual conference trade show exhibitors both pre and post show exposure via the internet with year-long exposure in the virtual world.

A powerful business relationship enhances the possibilities for all parties involved. By sweetening the pot for our exhibitors, we welcome new and continued support and stimulate development of cutting edge services. We also show our gratitude for helping create an electric atmosphere of learning, networking, motivation, and fun.

Talk About Divine Inspiration

One of the most exciting days in the history of NARMS International occurred on a Wednesday morning in early July. You may recall that our Association was featured on the air and in an online story on Good Morning America. The story discussed the availability of Mystery Shopping jobs and Merchandising Jobs as a great career alternative for stay-at-home-moms and how NARMS is a great source for retail jobs. It seems that marketers of all types are thinking out-of-the-box when it comes to providing a compelling reason to get customers to choose their product. To illustrate the point, I bring your attention to a recent article in the Wall Street Journal which discussed using Mystery Shoppers to audit churches and places of worship. Before you roll your eyes, take a look at the article. Churches might not be the venue you had in mind, but the story really gets you thinking about areas where and how your company may be able to ad value in alternative channels.

WSJ author Alexandra Alter (I’m not kidding) reports that, “At least half a dozen consulting companies have introduced secret-church-shopper services in recent years. The A Group, a Brentwood, Tenn. , marketing firm for churches and faith-based groups, now conducts mystery-worshipper surveys at 15 to 20 churches a year, up from a handful five years ago. Church marketing company Real Church Solutions in Corona , Calif. , introduced mystery-worshipper services five years ago.”

And it seems that it is not just faith-based organizations that are getting into the religious marketplace. The story tells of a national company sending undercover worshippers to 20 churches. Another firm which specializes in hotels, spas, restaurants and golf courses, has now launched a pilot program for churches. It has already sent in shoppers to Catholic, Lutheran, Baptist and Unitarian congregations in Colorado and plans an expansion to the D.C. area.

The rise in this unique application of Mystery Shopping in Christian Churches is attributed to an increasingly mobile and consumer-oriented society. One survey reported that, “44% of American adults have switched religious affiliations.” Mystery Worshippers are proving to be an effective way for church leaders to assess how their guests, especially the new ones, are reacting to their offerings and to fight against what can only be called declining brand loyalty.

The point for NARMS members is this; at-retail is now being defined differently and more broadly than ever before. It is up to each one of us to find new avenues and different avenues within existing channels in order to bring maximum value. Heaven only knows how far we can go.

Embrace the Grapevine

In 1968, the late Marvin Gaye took the Motown tune, “I Heard It Through the Grapevine,” to number one on the charts. I wonder what Marvin would think of what the grapevine means to people today. This thought came to mind while reading an item in Brandweek about General Mills and Kraft joining the world of word-of-mouth marketing with on-line networks of their own. While CPG manufactures have always been aware of the unofficial buzz surrounding their products, they have only recently decided to join in on the conversation. The word-of-mouth movement has far reaching effects on the members of NARMS, the at-retail merchandising and marketing industry and for those who hire or are seeking retail jobs. Here are just a few suggestions that come to mind.

Become aware of what is being said about your customers’ products and look for areas where you can be of service. Manufacturers are embracing an honest and open discussion of their products in hopes of becoming more aware of their needs and more in-tune with any potential disconnects. For an example, check out pssst.generalmills.com or Kraftfirsttaste.com for a first hand look at the above mentioned networks. Find out if your clients or potential clients have something similar. These kinds of companies don’t do anything by accident, so tuning in to the conversation seems to be a good idea.

Because field personnel represent our product to the industry, find out what’s going on their world. For example, there is a NARMS group on Facebook.com which now numbers almost 1,000 members. Here’s a chance to interact with people who are engaged in the industry and to promote at-retail services as a profession. Twitter.com has a NARMS group of over 700, who sign-up to be notified of new retail jobs. You can also find out what field people are saying about your company on Volition.com. This is a specific chat room that deals with our industry and you will find the discussions lively and informative.

And finally, become involved as a contributor to the discussions here on www.narms.com. Our new web 2.0 offering gives you the opportunity to join along in the conversations being started in this Top Shelf blog, the Friday Focus blog and others. Be sure to contact NARMS International HQ if you want to contribute in a different way.

A marketing and public relations friend of mine recently told me that monitoring the grapevine, both official and unofficial, has always been an effective tool for companies. It is not until recently; however, that such channels have become so public and accessible and therefore measurable as a medium. Embrace, engage and dive into this resource and find out, as Marvin Gaye would say, What’s Going On.”

NARMS Putting Merchandising at the Center for Retailing Excellence

Okay, my title is a play on words and a tip of the cap to the news this week that NARMS International has become a charter member of the Retail Advisory Board of the Center for Retailing Excellence at the University of Wisconsin – Madison. But we shouldn’t lose sight of the fact that this is a golden opportunity to give our association a seat at the table to promote the use of our members for at-retail merchandising and marketing activities, dispense information on the importance of merchandising activities and advocate a source of retail jobs and potential careers for our customers, both retailer and manufacturer, and our members.

This new and exciting affiliation opens up a world of possibilities between a world class academic institution such as the University of Wisconsin, right down the road from NARMS headquarters in Madison, and the retail industry which has lined up in tremendous support and leadership in this newly formed center. Guest lecturers, campus recruiting and student field trips are just a few of the activities that come to mind. Kohl’s Department Stores has taken the lead in the formation of the center and will enjoy the naming rights, but listen to the rest of the charter corporate members: Shopko, Target, AT & T, Blain’s Farm and Fleet, Bon Ton, Bridgestone/Firestone, Christopher and Banks, Crate and Barrel, Duluth Trading, Diamond Center, Hy-Vee, Land’s End, Macy’s, Maurices, Roundy’s, Sears Holdings, Trek Bicycle and Walgreens have all taken the lead and realize the value of creating a place of learning, sharing and networking for the future of our industry.

When we think of academics, we often think of cutting edge research that changes the way we live, think, work and act. The research potential of this new alliance is staggering and the chance to share the work of the NARMS InfoShare series (such as the recently release MSO Benchmarks and Value of Working with NARMS Members), other outside resources such as the ISI Sharegroup, future expanded trade association participation and manufacturer and retailer data has the potential to create a powerful environment. A place in which we not only produce work that helps us now, but also future executives and leaders and thinkers that represent the future.

Because we are a leading source of retail jobs through the Recruiter, JobBank, and Career Connection, this affiliation provides an outlet to not only enhance the marketability of those jobs and careers, but to actually play a role in nurturing those who would fill them, now and in the future.

World class universities, trade associations and responsible corporate citizens should be leaders when it comes to the overall betterment of society, the economy and the environment in which we live and work. NARMS International is proud to take the lead in bringing a trade association to this table of leaders and looks forward to going down the path with them.

NARMS Adds Twitter to Enhance JobBank Service

Stevens Point, WI. - NARMS International today announced that it has enhanced its already powerful JobBank service with Twitter, one of the most exciting and dynamic personnel communication tools available today. From this point forward, Whenever there is a new job listing on NARMS JobBank, interested parties will receive a “Tweet” on their mobile phone, personal computer, instant messaging or email by following narmsjobs
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