Team Boston - The Sun March, 2001 Volume 4, Issue 2 Page 3

THE BATTLEFIELD MARKET SHARE: The Ultimate opportunity
Your potential market share increases When correctly undertaken, strategic marketing planning is going to increase your market share. In fact, with every increase in customer visits generated by a well-planed and executed marketing promotion "event," you will directly increase your market share. How? Increasing trial to create new customers When you strategically design your promotion to attract new customer visits/trial by targeting traffic centers and/or by partnering with another merchant to "share" his customers, you will increase your trading area market merchant to "share" his customers, you will increase your trading area market share. Increasing frequency of existing customer visits In the same way that you can increase share through new customer trial, you can also bump your share by increasing the visits of existing customers. Get them in more often, you	generate more overall visits, more sales, and ultimately create more customer loyalty. Frequency of impression Extensive research into consumer behavior has proven that it takes a minimum of 7-10 "impressions" - local neighborhood or in-store media exposures—to impact a customer and prompt him to act, e.g., make a purchase. Any promotion you design must consider this fact, and allow for a minimum of 7-10 opportunities to reach and persuade your target marketing, trading area merchant tie-in partners, etc.). Your sales consultant stands ready to help you create your vertical calendar of local store marketing events.
Walk The Talk
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