Want to Know What It Takes to Produce FSIs?
Posted by Universal Ad at Monday, July 23, 2007 10:53 AM and is filed under multi-channel,Advertising,Retail 
(No links today, just a quick rant...)
If you do, you won't find much information about it in the media. While there are plenty of publications targeting the retail market, coverage is very sparse when it comes to retail advertising and promotions. Sure, recent news are provided but it has been quite a while since I've seen an in-depth article about the enormous challenges involved in creating, producing and executing ad campaigns these days.
You can also see this in the links provided on this blog - plenty of articles and discussions about mobile, digital signage, online advertising, etc. but not that much about those media channels that retailers have relied on for years such as FSIs/circulars/Sunday inserts, coupons, broadcast, etc.
Retail advetising is mission-critical for retailers. They spend billions of dollars every year on these channels. In many cases, everyone up to and including the CEO is involved in the content. Their production teams often work into the night and/or in shifts in order to get the ads under strict deadlines. Thousands of original ad pages are created and then distributed in millions of copies.
As if that wasn't enough, with the need to now synchronize their promotions across many channels came plenty more headaches. Multiple channel-oriented teams, numerous last-minute changes, manual production processes that can't scale to the required level and much more.
So here's a challenge to retail-oriented journalists - pick up the phone, call your favorite retailer, talk to their VP Advertising (for example) and learn what's involved and how they're trying to handle the load. I would love to see the results!
If you do, you won't find much information about it in the media. While there are plenty of publications targeting the retail market, coverage is very sparse when it comes to retail advertising and promotions. Sure, recent news are provided but it has been quite a while since I've seen an in-depth article about the enormous challenges involved in creating, producing and executing ad campaigns these days.
You can also see this in the links provided on this blog - plenty of articles and discussions about mobile, digital signage, online advertising, etc. but not that much about those media channels that retailers have relied on for years such as FSIs/circulars/Sunday inserts, coupons, broadcast, etc.
Retail advetising is mission-critical for retailers. They spend billions of dollars every year on these channels. In many cases, everyone up to and including the CEO is involved in the content. Their production teams often work into the night and/or in shifts in order to get the ads under strict deadlines. Thousands of original ad pages are created and then distributed in millions of copies.
As if that wasn't enough, with the need to now synchronize their promotions across many channels came plenty more headaches. Multiple channel-oriented teams, numerous last-minute changes, manual production processes that can't scale to the required level and much more.
So here's a challenge to retail-oriented journalists - pick up the phone, call your favorite retailer, talk to their VP Advertising (for example) and learn what's involved and how they're trying to handle the load. I would love to see the results!
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