Nationwide Execs Highlight Programs
Nationwide Marketing Group executives at the PrimeTime meeting this week offered a few verbal thumbnails of the programs and marketing and merchandising tactics they are emphasizing with membership this year.
• “We see PrimeTime as the best opportunity to help members draw more customers into stores and make more profits,” said Rick Weinberg, senior vice president, appliance merchandising.
A goal at the show was to help members target and reach a younger customer demographic beyond the baby-boomer client they are most attuned to, he said. Some of that outreach can be achieved through marketing but also some through the selection of high-margin products outside dealers’ normal scope, such as air purification systems. “Social media is also a very big piece of it,” he said. “Many members are progressive in it but some are not as far along in that continuum. So we have programs for all of our members at all levels to bring them along… They need to take their marketing across multiple channels and touch the customers not just online, not just on the web, not just from email.” The future, he said, will include providing ways for them reach out both digitally and through conventional legacy tools such at TV ads, digital signage and POP.