My Shop Is Your Shop and National Independents’ Day – these are the buzz words at our offices in Eastbourne as you would guess in the run up to the big day on June l.
After the vast trade press coverage of the campaign in its more aggressive and comprehensive mode this year – many thanks to the editors for their support – we would hope that every supplier and wholesaler in the UK is now familiar with our objectives.
Wholesalers and suppliers who are genuinely committed to the alternative channel provided by wholesalers have a mutuality of interest in funding and participating in MSYS. The funding requirement for the PR campaign for each partner is modest when the prize – helping to sustain local independents – is borne in mind.
Suppliers and supplied must attack the consumer with reasons for using the local family business and sole trader retail outlet – and one of the major reasons is the community factor.
Wholesalers are using their unique interface with the independent to drive a campaign which is reminding the shopper of the value to the community of the non-multiple retailer and reasons to use him or her.
Giant multiple retailers are our enemy – that’s our message to the Office of Fair Trading and the trade. But to the consumer who uses these multiples we have to point up the positives and benefits brought to the neighbourhood by the independent who “lives over the shop ” and this is what FWD has set out to do.
The money off coupons in the Daily Mirror and the Daily Record – appearing on May 27h – are the first of lots of new ideas which the expertise of PRAG, the FWD PR Action Group, will bring to your notice soon. The fellowship of wholesalers has never been so strong, representing wholesaler interests with clarity and cohesion, and this strength was demonstrated at the annual industry conference at The Belfry.
Wholesaler speakers shared their experience and vision, giving delegates an unparalleled view of the industry from the top. Investment in a ticket brought rich dividends.
We move on to Drinksummit at the Stratford Manor Hotel, Stratford-upon-Avon, on June 8-9 with an agenda which is just as visionary. We hope to welcome you there.