Plans for the 2006 campaign for the FWD My Shop Is Your Shop campaign were being finalised as ProWholesaler went to press.
A meeting of the FWD PR Action group (PRAG) was due to be held at Stratford-upon-Avon to agree the outline plan for the months leading up to National Independents’ Day (NID) on June lst.
One major blue chip supplier has already declared support for NID 06 with a big brand promotion for the event, and others are talking to wholesalers about promotional activity which will add to the publicity.
Media training for selected independent retailers will be one of the new aspects of the 2006 programme. These retailers will be nominated by wholesalers or selected from the ranks of Community Stars – retailers signed up to support the campaign. The plan is to give retailers TV interview experience to prepare for opportunities to promote their business locally under the MSYS overall umbrella.
Nexus, the London PR consultancy guiding the media element in the campaign, has drawn up a training schedule from its experience of similar activities in other markets.
Community Stars are still being sought by FWD (01323 724952 or e-mail firstname.lastname@example.org). Last year these retailers received T-shirts, caps, balloons and stickers to help with in-store theatre in the run up to, and on, NID.
Another new idea for 06 is to identify one “typical” town where independent retailers supplied by wholesalers are active in community involvement and have made a difference, or are proving that family businesses linked with their neighbourhoods are valued by shoppers.