There are many tools available to help you market and merchandise AWG Brands to your customers. A few questions the AWG Brands team often gets are:
- What tools are available?
- Where do I find these tools?
- How do I use them?
Let’s answer each of these questions.
What tools are available and where do I find them?
The following tools are available to use and can be found in the AWG Brands Retailer Playbook. The Playbook is hosted on Box.com and serves as the one-stop shop for everything related to AWG Brands marketing.
- Understand the Brands – Before you get started promoting AWG Brands, make sure you know each of their unique characteristics. The “Understand the Brands” folder in the AWG Brands Retailer Playbook contains brand statements, positioning, logos, product montages, information on accessing the product image library and quick links to AWG Brands’ digital properties. Plus, in this folder you will find product information on AWG Brands’ offerings across the store including fresh departments and VMC. Use these resources to help educate yourself and your team members about the brands.
- Event Marketing Graphic Assets – Themes are selected for each AWG event that tie all of the following tools together. Graphics are created for each theme that you can download and use. To learn more about how these themes have been used, check out the merchandising article.
- Digital Coupons – Selected for each event, an assortment of digital coupons are offered from Best Choice, Clearly by Best Choice, Best Choice Superior Selections, and IGA brands. Offers are automatically uploaded for retailers on AWG’s preferred digital coupon platforms and are available to retailers who utilize third-party platforms outside of the AWG network. Learn more about digital coupons.
- Supplemental Ad – This in-store tool is a way for customers to identify great values on AWG Brands throughout the store. Items in this 2-page, multi-week ad are selected to coincide with AWG event dates. Event marketing themes drive the ad artwork. The cost is $38 for 1,000 copies and can be customized for an additional fee.
- End Cap Program – Usually containing items in the supplemental ad and utilizing the same event marketing theme, the end cap program provides stores with two pre-planned end caps with merchandise for a 4-inch display, planogram for easy assembly, and a custom header for one of the displays. You pay for the cost of the product.
- Bib Tags – Highlight AWG Brands items on shelf with free bib tags from Pangea. These are available for all four AWG Brands.
- eCOMM Signage & Textiles – Looking for in-store iron man signs, banners, shelf talkers channel strips, window or floor clings, and more? It’s all on eCOMM for easy ordering. Find it at ecomm.awginc.com
- Demonstration Program – With more than 70 percent of purchasing decisions made in store, a great way to generate sales and product trials is live demos. They create excitement and fun within the store. The AWG Brands demonstration program covers labor reimbursement, supplies allowance, and retail value of product reimbursement.
- Digital Shareable Content – Graphics, recipes, videos and more are created monthly for use on digital platforms such as websites, social media channels, email marketing and more.
- Save-A-Label Toolkit – Logos, graphics and information to help promote the Save-A-Label program to customers. To learn more about this program, go to page XX.
Now that you know about the tools and where to find them, how do you use them? Start by visiting the AWG Brands Retailer Playbook and go through the “Understand the Brands” folder. Then, talk to your AWG Brands Representative about layering on each tool until you are telling the AWG Brands story across your store. Be sure you are receiving the bi-weekly AWG Brands email newsletter for updates and new marketing opportunities. If you need to sign up, please email [email protected] with your name, email address and division.
