Nationwide Outlines Long-Haul ‘Prepare for Share’ Program at PrimeTime! Show
The Nationwide Marketing Group is offering up “Prepare for Share,” a seminal multi-pronged plan of action designed to help its independent CE and appliance dealer membership raise their brand profiles by more effectively capitalizing on market opportunities – such as the continued decline of Sears – now existing in the changing retail landscape.
Besides being provided access to the wares of some 200 vendors on the buying floor, the roughly 1,138 dealerships represented at this Spring’s March 8-10 convention, held at the Gaylord Texan Resort near Dallas, can partake, through Prepare for Share, of what executive vice president Jeff Knock said is “a long-term strategy – not just a PrimeTime! theme. It is a combination of lots of components [factoring in] retail outlets’ dynamics, economy, timing and the appliance replacement cycle” – the latter, about to come due in a big way for the approximately 47 million appliances sold in 2005 that are now nearing the ends of their life cycles. “We see a perfect storm for available opportunities and must attack them individually and collectively.”
Knock said Prepare for Share is aimed at three main goals – building independent retailer brand awareness; improving the in-store experience; and simplifying the dialing-in of its execution. It is a 360-degree approach to help members get the attention of more consumers through “much more digital and TV engagement, with print. The consumer needs to know we’re the right stop –we’re ‘the place.’”
To that end, a Command Central booth on the show floor provided retailers who visited it with customized, detailed analytical data that showed the dealer’s share in his or her individual market. After that, a blueprint of suggested services, assets and steps needed for that dealer to raise brand profile in the region was crafted. The booth was staffed by counselors who then helped map out the most efficient way for attending members to maneuver their way around the floor from vendor to vendor, based on the analytics.
Knock said the Prepare for Share analytics would also be available to members who were not at PrimeTime!, via the group’s MemberNet and through field service personnel who will “begin a blitz. It doesn’t stop here.”
He said membership has received the initative with enthusiasm thus far, because “we’ve been candid, with statistics and surveys, to show them they need to get out of their comfort zones. They need digital, they need TV, they need InfoPads on their sales floors.”
Nationwide currently boasts more than 3,800 retail members in the U.S. and in its Cantrex Nationwide Canada branch combined, accounting for more than 11,000 storefronts and $15 billion in buying power, said Robert Weisner, the group’s co-CEO. This PrimeTime!, he added, attracted the largest-ever attendance. “It’s content that’s driving our attendance.”
Stay tuned for more PrimeTime! event coverage in subsequent posts on the Dealerscope web site.