Nationwide Marketing Group kicked of a new promotional event to help its members grab additional market share during the summer.
The buying group for independent appliance, CE and home-furnishings is marketing the event to consumers as “Get the Best for Less,” meant to leverage the benefits of shopping at indie retailers. The event, which kicks off today and runs through Aug. 12, will also feature exclusive promotional offers found only at Nationwide member companies.
Nationwide said the concept for the event took root via its PriMetrix consumer and market data initiative and Nationwide’s proprietary and confidential point-of-sale aggregating tool.
Nationwide’s Derek Mattila, who directs appliance merchandising for the group, noted: “This will mark Nationwide’s largest summer event ever, and we believe the opportunity represented in this promotion is powerful for our Members. We know that in the appliance industry, the business done between July 4 and Labor Day is as big as the business during those two promotional periods combined. We also realize that the traditional holiday promotional windows have become very price driven and are creating a very crowded promotional marketplace with National Ads screaming for the customer’s attention. This event gives our Members an additional promotional holiday for the year, and with exclusive promotional offers.”
Nationwide said it’s also leveraging the group’s substantial marketing capabilities to help members get the message out to consumers. Explained senior marketing exec Frank Sandtner: “Nationwide has provided our members best-in-class marketing assets for digital, television and print for years, and for this event, we’re pulling out all the stops. We’re executing across multiple channels to reach today’s consumers in the most cost-effective channels, at each stage of the search and buying process. Messaging is based on our ongoing research efforts, and provided via a variety of media options that include traditional vehicles like circulars and direct mail, as well as broadcast television commercials, digital video, banner and display ads, and much more.”
Because the group’s members sometimes share markets, Nationwide said it has created two unique identities for the event: “Get the Best for Less” and “Billion Dollar Buying Power.”
