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EVENTS & PROMOTIONS: ON A ROLL: DORI MOLITOR

Published on .

Dori Molitor spent several years in the promotions department of General Mills before helping launch her own agency in 1988 specializing in event-driven and account-specific marketing. The 25-person shop's clients include package-goods marketers Pillsbury Co. and S.C. Johnson & Son., and Fort Howard Corp. for household paper goods.

Age: 39.

Title: president, WatersMolitor, Minneapolis.

Fact: The days of retailers playing catch-up are over. Retailers are category managers of their own stores, with supermarket brand equity communicated in every aisle.

Insight: Retailers need more help from marketers to make supermarkets better selling environments. Marketers should provide retailers with brand information and market research.

Hot: In-store events, cause-related local promotions.

Cold: National, generic promotions.

Tip: Marketers are desperate for promotions that can be quickly tailored to suit different retailers' needs. Develop great ideas that can be executed in many ways.

Peeve: People who talk slowly.

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