Case Studies - The Guardian

Client: The Guardian

Campaign: Guardian Newsagents Tactical Merchandising

Brief:

The objective of the campaign was to build relationships with independent retailers and display Guardian POS materials in prominent positions within all selected news agents.

Target Audience:

• Guardian readers
• Newspaper buying consumers

Campaign Description:

The merchandising campaign covered 9 distinct areas of the country; London North, London South, London East, Brighton, Birmingham, Bristol, Glasgow, Edinburgh and Leeds. Over the space of three days, the merchandisers visited over 75 retailers in each of the nine areas. Merchandiser spent on average 5 minutes with each of the retailers communicating the brand values of The Guardian, forthcoming promotions and persuading them to display Point of Sale posters in prominent positions in their store. The merchandiser left the retailer with two posters. One generic A4 poster to be displayed indefinitely and an A2 poster advertising the upcoming promotion and subsequent visits were planned on a bi-monthly schedule.

Results:

• Over 650 retailers were successfully merchandised during the campaign, with at least two POS items displayed in prominent locations within each store.
• Link Communication merchandisers succeeded in building a working relationship and establishing rapport with each of the independent shop managers.
• The Guardian is a regular client.