HES, PRO Hold First Best Practices Event

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Des Plaines, Ill. - PRO Group and Home Entertainment Source, a division of the Brand Source buying group, held its first cooperative Marketing Best Practice Session last week.

Both groups reported its representatives attended the July 8-9 event in Denver. The focus of the session was to share successful examples of various marketing efforts across the country and address new opportunities for the upscale specialist to reach their target consumer.

During the session members were invited to share their most effective promotional strategies in established and new media along with effective guerilla marketing techniques and successful one-to-one efforts currently being deployed by the retailers.

The two-day event also included presentations by industry experts relating to consumer behavior and marketing trends. Stephen Baker, industry analysis VP at The NPD Group, opened with a presentation on year-to-date consumer trends, and the conference concluded with a presentation on marketing to consumers led by Marty Lattman of QRG.

Lattman's discussion focused on marketing practices and examined newer forms of cost effective electronic media that are gaining in popularity due to their relevance to a younger demographic.

Dave Workman, executive director of PRO Group, commented, "This was the first opportunity for the PRO/HES Alliance to bring together retailers from both organizations for an open and constructive session which allowed the members to learn and share key marketing strategies that are working in today's challenging retail environment. In addition, the session focused on emerging opportunities for the specialist as well as effective communication tools for messaging their points of differentiation to the consumer."

Jim Ristow, executive VP of HES, added, "This event was intended to be the first of many Best Practice exchanges with both groups in attendance covering a wide variety of business topics that are critical to the success of the independent retailer and we look forward to continuing this type of cooperative effort within other facets of our members' business."

Last August both groups formed the Alliance to collaborate on special buying opportunities and specific channel strategies.


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