Activation Tactics

Each entry must be submitted into one awards category, retail channel and activation tactic. Entries will be grouped and judged according to these selections.

Complete entries should list or otherwise explain the various tactical elements employed in the program. The following information outlines the most common types of tactics.    

Displays & Signs

Physical structures used to enhance the presence of specific products and brands within the store environment.

  • Counter/Shelf Display – Permanent: Compact displays typically carrying small amounts of product designed to fit on a store’s counter, backbar or shelf. Display must be designed as a permanent fixture within the store.
  • Counter/Shelf Display – Temporary: Compact displays typically carrying small amounts of product designed to fit on a store’s counter, backbar or shelf. Display must be designed as a short-term merchandising solution within the store.
  • Endcap: Displays designed for positioning at the end of a store aisle, used to prominently merchandise products on sale, newly introduced or otherwise requiring special attention.
  • Freestanding, Aisle, Shipper or Pallet Display – Permanent: Any display designed as a stand-alone merchandising unit. Display must be designed as a permanent fixture within the store.
  • Freestanding, Aisle, Shipper or Pallet Display – Temporary: Any display designed as a stand-alone merchandising unit. Display must be designed as a short-term merchandising solution within the store.
  • In-Line/Gondola Display: A gondola is secure shelving unit for stocking products that accommodates shopping from at least two sides. An in-line display is a merchandising unit designed to fit into or attach to a retailer's larger shelf fixture or gondola.
  • Power Wing/Sidekick: A smaller product display designed to hang from a larger store fixture for additional merchandising space.
  • Signs: This classification includes but is not limited to floor graphics, banners, posters, static cling, danglers, wobblers, neon signs, LED signs, etc.
  • Digital Signage: A flat-screen digital display. The term covers both large screens (usually mounted on walls or ceilings) and small (a few inches in size, attached at the shelf edge), as well as single-screen displays and chain-wide narrowcast networks. They present promotional offers, product information, advertising copy, animation, and/or broadcast-quality content.
  • Interactive Display/Kiosk: A display that invites and often responds to interaction from shoppers via buttons, touchscreens, functioning product samples or other means.
Displays & Signs

 

Digital/Mobile Activation

Digital marketing/communication activity, conducted in the store or online, either as a direct component of an in-store campaign or simultaneously to increase reach and awareness

  • Digital Banner Ad: Formal ads placed alongside content on websites, interactive kiosks, video screens or digital displays, typically containing links to more robust content and often featuring dynamic graphics and user interactivity.
  • Targeted Ads: Digital advertising that is tailored to specific recipients based on their geographic location or behavioral triggers.
  • Brand Pages on Retailer Sites: A dedicated page or section of a retailer’s website created to promote a specific brand or brands, typically deployed as part of a more comprehensive marketing campaign.
  • Email: Messages distributed from one electronic device to another that typically contain elements such as product information, promotional offers, graphics and interactive functionality.
  • Mobile messaging: Messages sent directly to consumers via their smartphones, usually by SMS/text
  • In-app messaging: The use of retailer, brand or third-party mobile apps to communicate with shoppers either before, during or after a shopping trip to present promotional offers, product information or experience-enhancing entertainment.

Mobile marketing

Retail Experience

Coordinated activity within a store (in addition to displays/signs and digital/mobile activation) designed to build awareness, drive sales and/or enhance the shopping experience

  • Event Marketing/Sampling Programs (in or at the store): Event Marketing is the practice of sponsoring or staging physical events as a means of engaging consumers, business partners or employees through activities relevant to the brand. Sampling is a specific promotional event in which a full or smaller version of the product is given free to consumers to encourage trial.
  • National/Regional In-Store Campaign: A program designed to elevate the awareness of the brand across multiple retail platforms. To qualify, a campaign must utilize at least two of the in-store activation tactics listed above. Entries must explain how these elements were employed together to achieve the campaign's objectives.
  • Packaging: This can include all types, ranging from everyday packaging to special edition, short-run promotional packaging for a product.
  • Retailer-Specific In-Store Campaign: A program designed to meet the needs of a specific retailer or appeal to its unique shopper base. A campaign must utilize at least two of the in-store activation tactics listed above. Entries must explain how these elements were employed together to achieve the campaign's objectives.
  • In-Store Media: Ads/messages/offers delivered via syndicated advertising vehicle including coupon dispensers, shopping cart ads, in-store TV, in-store radio, checkout ads.
  • Store-within-a-Store/Brand Shop: A distinct area of the store designed as a distinct shopping destination for a single brand or group of relevant brands and products.
  • Aisle Reinvention: The redesign/reimagining of a full store aisle/product category to better reflect consumer need or shopping behavior or more simply to enhance the shopping experience.
  • New Store Format: The design of a full store environment to better reflect consumer need or shopping behavior or more simply to enhance the shopping experience.

Sampling Program