GERBER FEEDS CROSS PROMOTION WITH ASAP

FREMONT, Mich. -- Gerber Products Co. has created a new program aimed at helping retailers better use cross promotions and the Gerber name to bring customers into the baby aisle.Account Specific Advertising and Promotion, which debuted this month, provides an added-value menu of options to retailers on a turnkey basis, explained Mack Jenks, director of marketing services at Gerber here. These can

FREMONT, Mich. -- Gerber Products Co. has created a new program aimed at helping retailers better use cross promotions and the Gerber name to bring customers into the baby aisle.

Account Specific Advertising and Promotion, which debuted this month, provides an added-value menu of options to retailers on a turnkey basis, explained Mack Jenks, director of marketing services at Gerber here. These can be anything from direct mail, couponing and advertising programs to tailored TV and radio spots and in-store displays.

"ASAP is designed to bring together retailers and Gerber products, as well as complementary companies, to provide communication to new parents to draw them into the store," Jenks explained.

ASAP is being presented to retailers across the country, and Jenks expects some efforts to be up and running by the first quarter of 1998. Gerber has created a notebook for the ASAP program, which provides great detail about how to execute various promotional efforts. One example of an ASAP initiative would be Gerber TV or radio spots that give some time to the retailer. Another would be direct-mail pieces sent to customers that include a letter from the store manager, along with coupons for a number of baby products.

Jenks noted that the ASAP program will indirectly contribute to category management programs.