HEALTH

ECRM launches Promotional Reflections reports

BY Michael Johnsen

CLEVELAND — ECRM on Thursday announced the launch of a series of reports and a new blog on retail circular ads. The new resources provide a unique perspective on retail promotions from Walmart, Kroger, Walgreens, Safeway, Best Buy, OfficeMax, Aldi and 160 additional retailers in the United States and Canada.

Using ECRM’s trade promotion expertise, these reports and blog entries will enable retailers and suppliers to manage more effective trade spending, ECRM stated.

Promotional Reflections reports examine holiday promotions, key product categories and retail channels. Using data from ECRM’s Ad Comparisons database, data is analyzed to offer unique insights into how retailers advertise brands. The reports include trends, key findings, share of ads, creative strategies, top categories promoted and retail circular comparisons, among other data.

Recently released reports include "Halloween," "Thanksgiving," "Black Friday" and "Perishable Foods." ECRM plans to release reports on topics relating to holiday shopping, pet supplies, health and beauty, Super Bowl, back-to-school and more throughout 2011.

The Promotional Reflections reports can be found at PromotionalReflections.com.

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Sav-Mor pharmacist gets human “Billboards” to promote diaper rash brand

BY Michael Johnsen

MUSKEGON, Mich. — "The Billboard Family," a family of four that has attracted national media attention for donning sponsored T-shirts, wearing them all around the St. Louis area and then plastering that day’s photos all over such social media sites as Facebook, Flickr and YouTube, has gained an exclusive sponsor for the baby Billboard that’s on the way.

Benson’s Bottom Paint, a diaper rash lotion, on Thursday announced its endorsement of the birth of Alex Martin, whose first sight of her family will have them all in Benson’s Bottom Paint apparel. Alex also will be sporting a little pink hat and blanket with the Benson’s Bottom Paint logo to keep her warm.

"When we learned about what the "Billboard Family" was doing and that they were expecting baby Alex this month, we decided it would be an excellent opportunity to spread the word about Benson’s Bottom Paint beyond our current markets,” said Randy Dahlquist, long-time industry veteran and owner of Benson’s Bottom Paint. Dahlquist also is the owner and chief pharmacist at Sav-Mor Benson Drug and a Sav-Mor executive board member.

Dahlquist has taken to the unconventional in promoting his Bottom Paint. Earlier this year, three West Michigan mountain bikers wore Benson’s Bottom Paint vests in the Iceman Cometh Challenge mountain bike race in Traverse City, Mich. "We are working hard to get the word out across the country about all the uses of Benson’s Bottom Paint, beyond diaper rash,” Dahlquist said. “It was actually our bike-riding customers who came to me and told me how well it worked for them to prevent saddle sores.”

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NPA to host 14th annual Natural Products Day in April

BY Michael Johnsen

WASHINGTON — The Natural Products Association last week announced the 14th annual Natural Products Day to be held here April 6, 2011.

Natural Products Day provides an opportunity for NPA members and others in the industry to meet with members of Congress. Attendees will visit congressional offices and talk to senators, representatives and their staffs about key legislation that may impact the natural products industry.

“Natural Products Day is a great way for industry members to get a foot in the door of the policy-makers who can make a difference,” stated John Gay, NPA executive director and CEO. “Nothing makes a greater impact on elected officials than a face-to-face meeting with a constituent.”

The day will begin with a morning session led by association and government relations experts talking about effective ways to communicate with legislators and providing updates on key legislation. Following afternoon appointments, attendees will attend a reception on Capitol Hill that honors NPA Congressional Champions — legislators who have worked hard to support initiatives important to the industry.

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