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