TITLE

Playing to win

AUTHOR(S)
McTaggart, Jenny
PUB. DATE
May 2007
SOURCE
Progressive Grocer;5/1/2007, Vol. 86 Issue 6, p28
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the untapped opportunities that await grocers who are looking to reach new customers through sports marketing and on how they can get better return on investments through sporting events. Instead of one-off promotions, supermarkets should look for programs that form a more lasting connection with consumers, allowing them to build true brand equity. More supermarkets have been using sports to brand themselves, with some featuring sports figures in their private label lines.
ACCESSION #
25168622

 

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