What's a Tie-In?
Tie-Ins come in all shapes and sizes. In general you are looking to team up with a partner or partners to increase sales of all partner products. You are usually looking to promote this Tie-In to the trade to increase orders. Tie-Ins are beneficial to the trade for a variety of reasons.
1. Partners share expenses
2. Retailers see cross category lift
3. Consumer benefit from promotional offer

Like many others, you're probably thinking about how this uncertain economy is going to affect your business. It's surely a hot topic among retail marketing leaders. Brands that thrive in recessions tend to be very focused on better merchandising at retail. When budgets are tight, we have to focus on what we know actually sells." This isn’t about creating new brand identities, this is about return on investment at retail.”

Some merchandising advice:

1. Answer the shopper with what's in it for them. Savings, New, Larger Size, something that's unique or different in the eyes of the consumer.
2. Is it on strategy?  Make sure you communicate the strategic priorities to your team or agency.
3. Shoppers have enough to think about. Stay focused on the message and don't overdo it.
4. Type sizes make a difference. Ask yourself if the type size will help consumers make a purchase decision.
5. Make an accurate decision by viewing your materials in full size. On-screen proofs are deceiving.

The survey, conducted by IDC Global Retail Insights and titled “Being Consumer-Centric: A Retailer and Manufacturer Update”, shows companies are seeing benefits from the concept, but more opportunities are available. Consumer centricity was defined in the survey as any strategy for which an organization uses shopper data to develop insight as a driver for decision-making.

“This survey confirms that retailers and consumer products manufacturers have become more consumer-centric for several years and are serious about committing to this type of initiative,” said Marc Dietz, vice president of marketing at DemandTec. “Given the difference between top-performing retailers and the rest of the pack, it is interesting to see the tremendous opportunity for additional investment and improvement.”

The key to any successful promotion is doing your homework upfront. The following are some tasks to consider before you undertake a coupon promotion.

Jewel-Osco rolled out the "Cocktails 1-2-3" display that features monthly recipe cards, spirits brands, mixers and other key ingredients to the entertaining solution.

As the BTL lead agency for the Cocktails 1-2-3 programming, LSC lead the strategic and creative development for all internal and external elements. "Seeking to educate the consumer with merchandising elements that speak to ease and convenience, this program allows our client brands to display out-of-section, maximize decision corridor engagement and strengthen our trade relationships with a total solution to lift category sales vs. just thinking of our own segment, says Dave Wohlner, President of LSC.