Darrell Lea has a national TV commercial running to boost brand awareness, specially for liquorice products. The TVC promotes the packaging shoppers will see in-store.
If you stock Darrell Lea, now is the time to refresh your pitch, to leverage the TV ad spend by the company. While the TVC ought to raise awareness, this will not help you unless you act. How valuable the TVC is for your business is 100% up to you – based on what you do.
The ad does not pitch any retail channel, which is good in my view.
So, how can you leverage the Darrell Lea TV commercial for your business? Here are my suggestions … and I say this as a retailer who does to stock Darrell Lea, who has no relationship with the company:
- Make sure your product display is fresh with best-practice colour blocking and located in a high traffic location in-store.
- Make sure your display is branded Darrell Lea.
- Have a secondary pitch at the counter.
- Offer taste testing. be sure to follow health requirements.
- Promote on Facebook over a series of posts. Talk about the favours. Talk about Aussie made. Be passionate.
- Promote flavours by email to your customers.
- Host a tasting event to re-launch all the favours to your customers.
- Offer a buyers reward for loyalty. for example, if they buy four packs they could get one for free. How many times do you sell four packs at once? rarely probably.
While supermarkets, petrol outlets and others have Darrell Lea product, they are likely to be lazy retailers, doing little to actively engage with the product and the latest television commercial. This is your opportunity to separate your business from theirs.
If you do engage using any or all of the ideas I have suggested you can pitch your business differently, you can position your business as the Darrell lea expert.
if you do engage, let the company know. make sure they understand the value of having you as a retail partner.