TIDYMAN'S FINDS NEEDLE IN HAYSTACK HIKES SALES

AMITY K. MOORE

GREENACRES, Wash. -- As a result of its first "Needle in the Haystack" promotion, Tidyman's here successfully boosted sales on products in every department, particularly Coca-Cola brand products.

The event ran in September and was designed to bring theater to the chain's stores, said Patty Kilcup, spokeswoman at Tidyman's.

In addition, it helped to bring about higher sales volume. "We had some increases in a month that you historically get somewhat of a decline," said Lisa Andres, store director at Tidyman's in Kalispell, Mont. "Basically, it was a tie-in [with Coke] to drive sales for a month. We're running hot deals on some Coke products and tying that into every department," Andres said.

One week the store tied local Western beers into the promotion. The meat department was promoted during another week as part of a "Beef Stampede." Shoppers could get $5 off value packs of beef.

As the primary sponsor, Coca-Cola was responsible for supplying point-of-sale materials and displays, explained Gary Dutton, a sales representative of the beverage company. Different sales were run each week on Coke products, he said. For example, during the first week, 12-packs of Coke brand beverages were on sale for $1.88.

When SN visited the Tidyman's unit in Kalispell, about two truckloads of Coca-Cola 12-packs had been stacked outside the store. Between the two doors on the far wall outside the store, the massive display of Coca Cola cases was interspersed with Sprite cases, so that the Sprite packaging read "Tidyman's." At the same time, packages of Diet Coke were interspersed so that they spelled out "Western Days."

Decorations had been hung on doors and overhead signs throughout the store, and Andres said store employees dressed in Western clothing on the weekends to help raise awareness.

Most of the Tidyman's marketing base is in the Spokane area, where September kicks off the Spokane Fair, Andres said.