RAMA_Events Description

Retail Advertising & Marketing Association Intl.

RAC '97
The 45th annual Retail Advertising Conference
"Branding... Executing the Plan"
February 5-8, 1997 * Chicago Hilton & Towers

"Where the Retail World Meets for Creativity & Marketing Inspiration"

A thumb print. It's your identity. No two are alike. It makes you stand out. It makes you unique. It's what you're all about and nobody else is.

Does your store have a thumb print?

Do you stand out? What's your identity in your marketplace? Do you know what you stand for in the minds of your customers?

Or are you simply 40% off?

We know it's scary to go from a strategy that at least seems to move the merchandise off the shelves to one that just might do it at margins that are acceptable.

But, it must be done.

Retailing, as usual, is in a constant state of flux. Too many of our friends are still picking their favorite number: Chapter 7, 11, or 13. It's sad, because it doesn't have to be this way. We're doing it to ourselves because we are not telling our customers exactly why they should shop our stores instead of our competitors'.

We are still, in too many situations, simply YELLING 40% OFF!

Good Customer Service. Convenient Locations. Wide Selection. Great Quality. An Informative or Entertaining Shopping Experience. These are the things that can give you the Thumb Print you need to succeed.

"Branding... Executing the Plan" is the theme of the 45th annual Retail Advertising Conference, February 5-8, 1997, Chicago.

At RAC '97 we intend to present a full plate of case studies and innovative thinking from the branding leaders of our industry.

But we also plan on devoting time to the "how to's" of creating and executing a branding strategy. The 45th annual Retail Advertising Conference will feature:

A thorough look at the implications of the "Battle of the Brands"
Case studies of some of the most successful branding stories today
Examples of branding strategy and execution from outside the traditional retail industry.
In-depth review and analysis of the steps necessary to create successful branding.

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