12 | Orgill Case Study Promoting the Program With an incentive-based buying program to help encourage retailers to increase their presence within the lawn and garden category, the other significant element of the Spring Is Here program is centered on promotions. To develop this part of the program, Orgill relied on its Brand Building team, which specializes in the creation of in-store signage, merchandising aids, advertising support and more. “Our Brand Building team understands how to appeal to shoppers, how to communicate retail messaging and how to create an experience for customers that reinforces the messages that retailers want to send,” Stine says. “They are truly professionals when it comes to building a brand. For Spring Is Here, the Brand Building teamdeveloped a range of materials that would help participating retailers communicate that they were “in the lawn and garden business.” The list of assets available to Spring Is Here participants includes everything from signage explaining the features and benefits of the different brands and products, to wayfinding aids and even category aisle violators to call attention to the products. “We want there to be no mistake during the prime lawn and garden selling season that the retailer is taking a leadership position in the category and that this commitment to the category reflects in the way their stores look, how well-trained their employees are and even what their employees are wearing,” Stine says. While the program initially offered more of a one-size-fits-all approach to these promotions, this has changed. Now, the Spring Is Here program offers marketing support at three different tiers based on the level of commitment retailers wanted to make to the category. This also helps retailers customize the program elements to the size of their operations, offering a high degree of flexibility. Basic – For participants at smaller stores looking to clean up their lawn and garden presentation and help customers better navigate the category. This level kit includes: • Program aisle violators, clips and hangers (spring only) • Spring Is Here full-color brochures for all six categories • Program banners and point-of-purchase cards • Staff T-shirts Standard – Designed for stores with more of a mid-level commitment to the category to help them freshen up their presentations. This level kit includes: • Program aisle violators, clips and hangers (four seasons) • Spring Is Here full-color brochures for all six categories • Program banners, window clings and point-of-purchase cards • Staff T-shirts • Staff mesh and fabric hats Dominant – This kit is provided to ALL new Spring Is Here participants and is also ideal for stores with a larger overall commitment to the category. It includes twice the number of brochures as in the standard kit (600 vs. 300) as well as additional staff apparel. This level kit includes: • Program aisle violators, clips and hangers (four seasons) • Spring Is Here full-color brochures for all six categories • Program banners, window clings and point-of-purchase cards • Staff T-shirts • Staff mesh and fabric hats
RkJQdWJsaXNoZXIy MjkzMjMw