CAPITALIZE ON BRAND EQUITY THROUGH CELEBRITY ENDORSEMENTS

Jul. 16, 2015

Effen Vodka recently partnered with businessman and rapper 50 Cent, starting a relationship that has the ability to help grow business at your establishment.

In a study by Harvard Business School, celebrity endorsers were found to generate a 4% increase in sales.

"This study finds validation for the use of celebrity endorsers as an advertising strategy: a firm’s decision to enlist an endorser generally has a positive pay-off in brand-level sales — in an absolute sense and relative to the firm’s competitors — and increases the firm’s stock returns," said Anita Elberse and Jeroen Verleun in The Economic Value of Celebrity Endorsements.

Here are four ways to use the Effen Vodka and 50 Cent partnership to your advantage and increase sales:

• Display Effen Vodka at Eye Level:According to Shelf Placement Research by AC Nielsen, a brand placed at eye-level position has 100 percent of potential sales, compared to 54 percent for a brand on the bottom shelf. Eye-level priority should be given to highly recognized brands for ease of shopping.

• Utilize Shelf Talkers or Table Tents: 62 percent of shoppers in a Mass Merchant Study picked up items on impulse during their trip, and a Cornell Hospitality School study found table tent features boost at-table sales by 12%. Adding shelf talkers or table tents with celebrity-endorsed products can further encourage a sale. Contact your WBW Sales Consultant for Effen Vodka POS or download here.

• Keep Well-Stocked: Endorsements do not move the needle for competing brands in the category, according to the Harvard Business School study. If a customer comes in for Effen Vodka, make sure you have it in stock so you don’t lose the sale

• Use Both Feature and Display Merchandising: In 2013, triple digit sales growth was achieved in 38 percent of categories with feature-only support and 49 percent with combined feature and display support. By displaying celebrity-endorsed products like Effen Vodka in a high-traffic area and utilizing promotions, you will encourage sales.

Contact your Sales Consultant to order, and Meet and Greet with 50 Cent on July 29 to get a signed bottle for your establishment.

12-2 p.m.
Woodman’s
1099 S. Grand Ave., Sun Prairie, WI.

5-7 p.m.
Woodman’s
8131 S. Howell Ave., Oak Creek, WI.