7-Eleven Makes Moves – What Could It Mean For YOU?
Posted: 11/5/2009 1:05:38 PM by
Shelley Fasulko | with 0 comments
I remember when I first started working for IEG I began learning all these “obvious” tips from my colleagues. I emphasize “obvious” because they were common sense things that it had NEVER occurred to me to do when I was on the other side, selling sponsorship for a property. One of those things was monitoring the local and national news outlets and trade/industry publications for sponsorship targets and trends. I was green, what can I say?
To that end, I always pass this tip along to my clients. Most of them are smarter than I was, and already doing this. But it’s not just a matter of monitoring these sources – it’s also knowing what to look for. So who have I had my eye on this week? Thank heaven, it’s 7-Eleven! Just this week 7-Eleven has made two announcements:
- Its’ stores will begin carrying the brand’s own private label wine for the affordable price of $3.99, and;
- Digital TVs will be installed in more than 6,200 7-Eleven stores throughout the U.S. and Canada to be complete by the fourth quarter of 2010.
Why is this noteworthy and why should you care as a sponsorship professional? Well, a few reasons:
- It shows that 7-Eleven has the liquidity and commitment to its brand to make the investment in upgrades during an economic downturn. Translation – they appear financially healthy, which is always a great sign when targeting a sponsorship prospect.
- It means that 7-Eleven is thinking about and in-touch with what consumers are looking for and want (good values and an enhanced shopping environment). Translation – this foresight and experience would likely translate to a sponsor who knows the “how-to’s” of smart activation.
- It means that the brand isn’t scared to take some risks and try new things (getting into the value wine biz?). Translation – perhaps aligning with a new/different sponsorship opportunity wouldn’t be too far fetched? Perhaps you just so happen to have a tie-in with their new product launch of value wine?
- They are creating new in-store inventory. Translation – estimates of 190 million monthly viewers for those in-store screens… hmmm… now what could that do for your property? Just think of it now… streaming content, running promos, themed ads…
- They are a retailer. Translation – introductions to vendors! Potential for pass-through rights!
Granted, these are just my quick takes. Maybe 7-Eleven has no interest in spending additional sponsorship dollars – but the takeaway here is to keep your eyes peeled for brands doing new/interesting things. Launching new products? Increasing their footprint? These types of trends are mini bulls-eyes for sponsorship pros because they indicate activity and a need for greater consumer access and interaction – which we all know is one of sponsorship’s greatest strengths.
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Filed under: selling, activation