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.