Manufacturers:
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Develop marketing plans for 2011 event (Jan-Feb) - needs to be shortly after Valentine's Day
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Finalize product and promotion, present to distributors (Mar)
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Send out line lists and promotion information to allow distributors to customize their own programs
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Develop PR/Mktg campaign (Mar-Apr)
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Print ads, web presence, sales collateral, social media, email blasts, press releases, other guerilla marketing
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Don’t forget August is the annual balloon issue in Party & Paper Retailer Magazine
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BALLOONS & Parties Magazine will promote every month
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Include in F/W Sales Collateral (Mar-Apr)
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Consider burst in ads, ¼ pg in catalog to support IBM
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Partner with Distributors to build strong retail programs (Apr-Jun)
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Execute PR Campaign (Jul-Sep)
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Store Visits During IBM (Sept)
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Review Season Results (Oct-Dec)
Distributors:
- Review POS from prior season (Jan-Feb)
- Develop 2011 plan for retail buyers (Mar-April)
- Select product and create sales collateral (April)
- Develop PR/Marketing campaign (April-May)
- Print Ads, web presence,sales collateral, social media, email blasts, press releases, other guerilla marketing
- Don't forget August is the annualo balloon issue in Party & Paper Retailer Magazine
- Pitch programs to retail buyers (May-July)
- Build Account Specific Programs at Retail (May-July)
- Great opportunity togain incremental sales during a traditionally slower balloon sales month
- No major movies or other licensed events in 2011
- Great store level traffic in September as consumers wind down Back To School purchases and Smiley face balloons are a great impulse item
- Execute PR Campaign (July-September)
- Local TV/Radio/Newspapers, National Balloon Day, etc.
- Store Visits During September
- Great research to help to better plan for next year
- Review Season Results with Buyer (October-November)
Retail Buyers:
- Develop program with distributor (April-July)
- Will vary based on individual buying cycles
- Purchase IBM product (July-August)
- Inflate and merchandise in-store (September)
- Promote IBM (September)
- Via circulars, within department, etc.
- Review season results with distributor (October-December)
- This will allow for pre-planning in 2012
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