WALDBAUM'S PLAYS ROLE IN LONG ISLAND SHOW

AMITY K. MOORE

CENTRAL ISLIP, N.Y. -- Waldbaum's here raised awareness of its baby aisle offerings by participating in last month's Long Island Infant, Toddler & Children's show.

To alert consumers about its involvement, Waldbaum's tagged some of its radio advertisements, ran ads in its circulars and hung posters supplied by the event's promoter in its stores.

The circular ads presented the dates, times, ticket prices and location of the show. They also touted several baby and children's items and encouraged consumers to receive free safety information at the event courtesy of Safe-T-Child and Waldbaum's.

A source at the chain said the 25 stores nearest the show's location -- Nassau Coliseum in Uniondale, N.Y. -- participated in the event. "We had the posters in the entrance of those 25 stores," the source said.

Waldbaum's used the event to target Long Island families, the source said. "We got involved so we could reach young families and encourage them to go to Waldbaum's for all their baby needs."

At the show, Valued Shopper Club members who presented their cards at the entrance received $2 off admission. Club cardholders were awarded a free lottery ticket if they showed their cards at the Waldbaum's booth. Product sampling, a coloring contest and raffles were some of the events Waldbaum's organized at its booth.

This was the first time the retailer participated in the show. Though the source said participation in the show was positive, a decision on the chain's future participation in the show has not been determined, the source added. Waldbaum's is a division of A&P, Montvale, N.J.