Will Hershey’s roving insights trailer result in more effective category management execution at the retailers it visits? What do you see as the pros and cons to the MCIC project for Hershey?
Interactive Edge’s CEO, Zel Bianco comments:
Agree with many of the comments but you will never please everyone with this type of tactic. There will be those that say “why are they spending money like this? I’d rather they provide lower costs to me”.
It is true that this is a good way to get attention, which is what a well thought out billboard is supposed to do. It does allow the Hershey team to get awareness for what they doing. What matters is what the retailer hears and sees on the inside of the trailer. Although the Hershey team may not be able to solve every problem on the spot, I don’t think that would be reasonable for realistic for retailers to expect.
If the time spent is perceived as productive and valuable, it will lead to a second and more detailed engagement that will likely take place in a more traditional place. This opens the door and for that, I applaud Hershey for a creative initiative that is not the same old, same old.
Read the entire article from RetailWire: