RAB Insights

RAB Research Archive

Mixing national with local

Work with national clients on a local level. Oftentimes the store managers or district managers have funds, or you can do vendor-funded programs. For example: Lowe's, Sears, Wal-Mart. Don't forget the restaurant franchises as well.

Remember, these decision-makers are not only competing with the other retailers in your market, they are also competing with their peers in their own company in other markets. Be sure to provide them with the bragging rights of their own success: re-cap, re-cap, re-cap.

Source: Brandeis C. Hall, RAB