Pictured From left; James Cavaluzzi, Chief Executive Officer, Trans World Marketing; James Fishler, Executive Vice President, Marketing, LG Electronics, USA; Dave VanderWaal, Director of In-Store Marketing, LG Electronics, USA; and Gerry Molitor, Executive Vice President, Sales & Marketing, Trans World Marketing.
Chicago, Il; December 15, 2011- POPAI recently held its Night of Honors in Chicago as part of the organization’s 75th Anniversary Celebration held December 8, 2011 in Chicago, IL at The Park Hyatt. During the ceremony, Trans World Marketing client LG Electronics USA received the 2011 Brand Chief Award for Retail Marketing Excellence and Gerry Molitor, Trans World Marketing was inducted into the POPAI Hall of Fame.
“LG Electronics has always been committed to delivering products that improve the lives of their customers,” said Richard Winter, POPAI President. “The company’s prowess and confidence about the power of in-store marketing has helped to propel them to be one of the leading brands in home entertainment, appliances and mobile communications in the U.S. and around the world.”
“LG has consistently pushed forward to the leading edge of in-store merchandising,” said Peter Reiner, Senior Vice President, Marketing, LG Electronics USA. “LG’s marketing matrix is truly an integrated model that leverages images and assets from measured media to ensure both brand recognition and trial within the retail environment influencing consumers where it matters most — the point of purchase.”
Realizing that for its line of products the most important touch point along the path to purchase is in-store, LG created a dedicated In-Store Marketing “Center of Excellence” team whose primary purpose is to uncover shopper insights and activate them in the retail environment.
Dave VanderWaal, Director of the In-Store Marketing Team, explained that LG’s shopper marketing efforts “continue to evolve based on the dynamics of what really takes place at the moment of truth on the sales floor, especially as related to a relatively infrequent durable purchase like ours. LG has been at the forefront at bringing our retail partners holistic shopping solutions that help create sell-through for LG and also drive business for entire product categories.”
In recent years, LG has used sophisticated electronics to enhance the retail experience with programs that provide total education for shoppers in a range of product categories, from 3D TVs and Smart TVs to refrigerators and clothes washers. Throughout its broad product mix, which runs from household appliances to premium audio and video equipment, in-store merchandising vehicles are the core of LG’s go-to-market strategy in the United States.
LG Electronics USA has also made significant use of shopper insights and direct research to target specific goals for its merchandising efforts, and looks for true measurement on the back side of store placement. The company is extremely conscious of the need for maintaining high levels of product knowledge in a transient sales associate environment, and work diligently to assure that merchandising vehicles provide product benefits usable in-store to spur trial and close sales.
The criteria used in determining the POPAI Chief Award includes demonstrating an effective and innovative use of marketing at retail in the overall marketing strategy, demonstrating a deep understanding of shopper behavior, and adhering to the highest business standards. As the 2011 honoree, LG Electronics USA joins the ranks of leading brands and companies earning the annual Chief Award, including Gillette, 7-Eleven, Safeway, BMW North America, Hershey’s and Walgreens, to name a few.
Also during the ceremony, Gerry Molitor, Executive Vice President, Sales & Marketing, Trans World Marketing was recognized and inducted into the POPAI Hall of Fame.
“The industry has spoken and we’ve selected the proven leaders who not only reinvented the rules of in-store marketing, but they focused their considerable talents on elevating the status and visibility of the most effective marketing medium of our time,” said Richard Winter, POPAI President. “Each inductee brought his vibrant and creative energy to our industry over the years, and POPAI, as well as the rest of the marketing at retail community, looks forward to celebrating their careers and accomplishments as we induct them into the POPAI Hall of Fame.”
Hall of Fame members are selected from among those who have made a significant contribution to the marketing at retail industry and have worked in the industry for at least 25 years.
About The POPAI Hall of Fame
The POPAI Hall of Fame is an industry lifetime achievement award. The inductees have worked in the marketing at retail industry for at least 25 years, made a significant contribution to the industry in their community, and observed ethical business practices during their career. Members of POPAI are solicited for their nominations for this prestigious honor and POPAI’s Nominating Committee selects those individuals who will be inducted into the POPAI Hall of Fame.
About the POPAI Chief Award for Retail Marketing Excellence
The Chief Award for Retail Marketing Excellence is awarded to one Brand Marketer and one Retailer each year that demonstrate effective and innovative use of marketing at retail in their overall marketing strategy and adhere to the highest business standards. Members of POPAI make these nominations, and POPAI’s Nominating Committee reviews the nominations and supporting documentation to select the company that will be presented the award during the Night of Honors.
Since 1936, POPAI (Point of Purchase Advertising International) has served as the leading international advocate and voice of the marketing at retail industry. Comprised of chapters worldwide and serving more than 1,700 members internationally, POPAI promotes, protects and advances the broader interests of the marketing at retail community through original research, certified education, showcasing industry excellence, trade forums and protecting intellectual and legislative rights. For more information, please visit http://www.popai.com
About LG Electronics USA
LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $48 billion global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances, commercial displays, air conditioning systems and solar energy solutions, all under LG’s “Life’s Good” marketing theme. For more information, please visit www.lg.com.
ABOUT TRANS WORLD MARKETING
Based in East Rutherford, New Jersey, Trans World Marketing is an industry leader in the design, development and execution of in-store marketing programs and applied technology. The firm’s clients include Energizer, LG Consumer Electronics, Ping Golf, McCormick, Benjamin Moore, Sleep Innovations and Unilever. In addition to Trans World Marketing’s headquarters in East Rutherford, the company has offices in San Francisco, Omaha, Phoenix and Chicago.