For packaged-goods suppliers, video cross promotions are an opportunity to increase product excitement and visibility, while obtaining more and better displays in the supermarkets.
f marketing for the U.S. consumer products division of Oral B, Belmont, Calif. "It's particularly important for toothbrushes, which are a fairly impulse-driven category. People don't think much about toothbrushes," he said.
"From a cross-promotion perspective, we are looking for strategic alliances or partnerships with other brands or manufacturers with similar needs," said Paladin. Disney is a good example of this. "It gives us more clout at retail to achieve our objectives, which are off-shelf merchandising, promotion and display of our products," he said.
"With 'Toy Story,' we overachieved our goals of getting off-shelf display," said Paladin. "This was driven mostly by the food class of trade. We overachieved our numbers and our expectations," he said.
" 'Toy Story' was a runaway success for us," said Bob Fallon, director of consumer promotions and marketing communications at Ocean Spray, Lakeville, Mass.
Cross promotions can boost traffic and profits for retailers, he said. "If most of the videos are being sold by the mass merchants of the world, here's an opportunity to use this as an attraction to get people in the store, whether it is a loss leader or not, and make it one-stop shopping for mothers. At the same time, it's a chance to get mothers over to the video section where they might pick up some other full margin titles," he said.
Fallon acknowledged that getting related products displayed together or even near each other is a challenge with many retailers. "Executionally, it is very difficult for us to demand or control it," he said.
One solution is to create attractive video shippers that "yell or scream the offer," Fallon said. "Then we have the endcaps that also scream the offer. So unless the two displays are a mile away from each other, people will see our endcap and decide to pick up Ocean Spray and the video. There's the synergy. There's the energy," he said.