The first National Independents’ Week will provide suppliers with their biggest ready-made promotional platform for the independent c-store and newsagent sector.
Wholesalers involved in the week have the potential to give every supplier national coverage for special NIW promotions and special packs.
Campaign leaders say suppliers can make it the biggest ever independent sector sales bonanza.
Developed out of National Independents’ Day by the Federation of Wholesale Distributors, the first NIW is timed for June 4 to 11, 2007.
“We are putting down the markers for a giant event putting the consumer focus on the local independent retailer and the part he plays in the community. This will give supportive suppliers the biggest independent sector promotional opportunity of all time,” said Toft.
He is chairman of the My Shop Is Your Shop (MSYS) campaign, which is driving the only national generic consumer PR and marketing support activity in the grocery marketplace.
“Since the launch of the single day event in 2004 we have demonstrated that we can achieve millions of consumer PR hits and turn on a large number of retailers.
“Last year we did not have enough budget to meet huge retailer demand for special T-shirts and in-store theatre material. This proves retailers want this activity.
“By converting the day into a week we are giving retailers a longer period in which they can dress up their store and put on specials, but it’s the suppliers who can make NIW the biggest independent bonanza ever,” Toft added.
The FWD PR Action Group (PRAG) is now drawing up proposals for retailer activity for National Independents’ Week and the consumer PR campaign which will again involve national, regional and local media.