Canadian Retailer - Winter 2015 - 46

RETaIl quIck TIps

DiD you know that you can start
builDing an integrateD marketing
plan in four simple steps?
BRoUGHT To YoU BY RiCk PadUlo, CHaiRMaN & Ceo, PadUlo iNTeGRaTed iNC.
ovER the years, many retailers, large and small, have approached marketing and advertising companies with

the same simple ask, "Can you help us drive more business?" and thankfully, for over 30 years, Padulo has
been able to help its clients do just that.
is there a super-secret formula that differs depending on whether you are sole proprietor or a retail chain?
Not really. While the canvas may be larger, we have 'Nine Commandments' which Padulo lives by regardless
of client size. and, if we had to reduce our nine to four, here they are:
1. REMEMBER ThaT ThE sToRE Is ThE BRaNd

i have always operated on the premise
that the store is the brand. i unequivocally
believe that every piece of communication
must not only reflect your Unique Customer
advantage but also sell.
Your brand is like the air you breathe, it
is all around and is part of everything you
do and say. Retail is detail and every detail
contributes to your brand essence. in retail
you must always sweat the small stuff.
2. BE FaNaTIcally, vERTIcally
INTEgRaTEd aNd MaINTaIN coNTINuITy

Padulo integrated is fanatical about the
bottom up, top down integration of messaging in all of our campaigns. We ensure the
umbrella strategy is reflected at each and
every touch-point.
If your strategic/creative position is based
in strength don't mess with it! There has to
be an extremely good reason for change.
The whole is always greater than the sum
of the parts and you can refresh the execution or employ a new media to create excitement. But never ever change for the sake of
change. While it seems so simple, it's one of
the major reasons Padulo has pre-empted
the competition over and over again.

3. BRaNd aNd sEll WITh ThE saME BudgET

Not only is it possible, it is essential you consistently brand and sell with the same budget.
Contrary to popular belief, these two are NoT
mutually exclusive.
every piece of communication must:
a) Position the brand;
b) Have clarity of offer;
c) evoke an emotion; and
d) Be excellent. i have always believed that to be
successful you must believe in sales overnight;
brands over time.
4. uNdERsTaNd ThE IMpoRTaNcE oF pEoplE,
culTuRE, sERvIcE aNd claRITy

it's never easy to achieve great goals. it's really
hard work and it's always complicated. an idea,
concept, strategy or tactic must be socialized,
understood and accepted within the organization
to maximize success.
Vision, focus, decisiveness, responsibility, and
staying the course are not just the cost of entry
but the path to success.
it's about the engagement of your people and
especially those on the front lines who are the
face of the brand. Get your people engaged in the
plan and execute the strategy together. Never
underestimate the power of a clear and distinctive rallying cry.

For more information about Padulo Integrated Inc. and the marketing services it provides, visit www.padulo.ca.

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caNadIaN RETaIlER | Winter 2015

http://www.padulo.ca

Canadian Retailer - Winter 2015

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