As surely as peanuts and Cracker Jack go with baseball games, cross-promotions between videos and other supermarket products are finding a natural affinity.
That point is punctuated by findings of a national survey of supermarket-video executives undertaken by Supermarket News and Brand Marketing, results of which are presented in a major article that starts on Page 37 of this issue.
The article, written by SN reporter Dan Alaimo, shows that a surprisingly high percentage of respondents -- nearly 80% -- said they would cross-merchandise videos with other products three or more times this year. Nearly as high a percentage of respondents said they would initiate more cross-promotional activity this year than last.
Incidentally, more information about the survey on cross-promotions -- plus the thoughts of a number of speakers and panelists proficient in supermarket video cross-promotions -- will be featured at this week's two-day supermarket video conference called "Cross-Promoting Video Titles in Supermarkets." The event, to be held July 20 and 21 at the Universal City Hilton and Towers, Los Angeles, is sponsored by SN and Brand Marketing in conjunction with Aim Promotions. Included is a "behind-the-scenes" tour of MCA/Universal Studios. More information about the conference, and on how to register, can be had by calling (800) 204-4515. Or, just show up at the hotel in Hollywood at 7 a.m. this Thursday, July 20, since walk-in registrations are accepted. A conference fee will be charged. Meanwhile, results of the video survey, as reported in this issue, vividly show the overwhelming acceptance video cross-promotions enjoy. Results also prompt a couple of questions: What characterizes these cross-promotions and what accounts for their success?
Generally, there are two types of cross-promotions, those sponsored by a partnership between packaged-goods manufacturers and studios, and those generated largely by individual retailers seeking to drive additional food sales through a promotional tie with video. Retailers' promotions may involve vendor support too. One of the largest efforts of the former type surrounded cross-promotions of Buena Vista's "The Lion King" video. A rebate offer for the video was tied-in with the purchase of Pillsbury and Ralston/Chex products. Other promotional partners were Mattel Toys and Burger King. Another blockbuster cross-promotion of the same type was that involving MCA/Universal's "Jurassic Park" and Kraft Foods' Jell-O. Good examples of cross-promotions primarily driven by retailers were generated for Paramount's "Forrest Gump" title.
Among numerous promotions were these: Hy-Vee devised a promotion with the title involving the giveaway of a park bench from each store location. Dierbergs promoted the title using its seafood department (shrimp, of course) and its book department (a shrimp cookbook and a chocolate cookbook). Seaway Food Town devised a tie-in with Dr Pepper. According to the survey on video cross-promotions in this issue, about a third of the chains surveyed have tried local cross-promotions with video. Nearly 20% say the local efforts work better than the national cross-promotions and about 60% say they work just as well. But the bottom line is that cross-promotions with videos are eminently successful because they give a supermarket a way to import right into the store some of the glamour of Hollywood and the movie business. That's merchandising at its best. I hope many of you interested in this effective promotional method -- whether you represent a retailer or a packaged-goods company -- will join us for the video conference in Los Angeles later this week to learn right from the people who make it happen just how powerful synergies can be forged. After all, video cross-promotions happen best when a three-tier partnership is put to work: A partnership of retailers, packaged-goods manufacturers and the studios. Those three groups will be well represented by conference speakers. Together, they will give us a good idea about how it all works.
