Retail Observer

RETAILOBSERVER.COM AUGUST 2017 54 B U Y I N G G R O U P N E W S RO N ationwide's Prime Media production facility near Atlanta has worked in cooperation with key member companies to complete the initial phase of its ground-breaking marketing campaign know as "Bigger Isn't Better. . . Better Is Better". This Nationwide campaign targets potential Sears and hhgregg shoppers with an invitation to enjoy the service, selection and pricing advantages of America's leading independent appliance, electronics, furniture and bedding dealers – the members of Nationwide Marketing Group. According to Nationwide senior executive Dave Bilas, "Nationwide Marketing Group began helping members Prepare for Share (PFS) two and a half years ago with detailed market analysis, exclusive merchandising strategies, in-store experience guidelines and more. With the launch of the "Better is Better" campaign, we've transitioned to a call for members to "Take Your Share" through the executiveution of the PFS initiatives that were proactively put in place. This comprehensive campaign consists of messages for two different member profiles. Nationwide PrimeMedia's Steve Bryant puts it this way, "We have one message proclaiming that bigger isn't better; better is better, and a separate option designed for members who are opening new stores that points out that while our members are growing, the big boxes are going. We're supplying both campaigns with a complete PrimeMediac media package of broadcast commercials, web pre-roll versions, social media text- driven options and descriptive still images which is being incorporated in all of Nationwide's marketing services." Nationwide merchandising executive Patrick Maloney summarized, "This campaign leads up to a summer packed with our largest-ever array of high impact promotional events backed by group exclusive merchandising, marketing and training support. It's been gratifying to see our preparation for this opportunity begin paying dividends as our members begin to take their share and more of current opportunities." Perhaps Nationwide member, Pieratt's Director of Marketing, Michael Cox said it best in his response to the delivery of his complete Better is Better media package, "Just got it. Fantastic. Great flow and feels very honest. Love it! Thanks to all for this spot!" In addition to these "Better Is Better" and "We're Growing and They're Going" campaigns, Nationwide has also created and is currently implementing group exclusive promotional events for the period between Independence Day and Labor Day. members can choose from three different creative options to match their go-to- market strategies for that time of year. There's a better lifestyle version, a price event version and a buying power version. Each event is delivered with media assets to support television, social media, digital marketing, traditional marketing, and more. Director of Appliances Derek Mattila explained, "Nationwide's in-depth sell- through and buy-in data revealed a great opportunity for members to gain share during a period in which the national chains aren't as aggressive as the holidays, and business can be done more profitably. This event is providing an excellent opportunity for plus- over-norm sales gains." With some 3500 members generating $15 billion in sales, Nationwide Marketing Group is North America's leading buying and marketing group for independent appliance, electronics, furniture, and bedding dealers. Thousands of members, vendors, and staff will converge at the Venetian/Palazzo in Las Vegas for the group's PrimeTime member conference, educational summit, and buying show, August 20-23. NATIONWIDE'S MEMBERS SHIFT FROM "PREPARE FOR SHARE" TO "TAKE YOUR SHARE" Exclusive group marketing campaign targets abandoned hh gregg and Sears shoppers

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