Fox Execs Make Store Checks to Hone DVD Marketing Efforts

The Los Angeles Times has a great article about how Marketing execs at Fox make frequent store checks to better gauge their merchandising and marketing efforts. The article sheds an interesting light on marketing DVDs in a big box environment:

"Men usually buy two or three, while women walk away with one," observes Mike Dunn, president of the division. "Eye level is not always the optimal position — low is good for kids," adds Simon Swart, who heads up sales.

"The worse the weather, the better for business — unless, of course, it's a blizzard," Senior Vice President Steve Feldstein says.

Here's another bit of wisdom:

In the store, packaging and labeling missteps became obvious. Type positioned too far down could be obstructed by store shelving, Fox executives found. "Long boxes," developed to discourage shoplifting, solved that problem. But after the monotone black was found to be a consumer turnoff, they now get a four-color treatment.

For all of the DVD Marketers out there that can't afford endcap promos, custom displays or even face-out fees, remember to pay attention to your spine -- that's how most smaller retailers get displayed, and its easily overlooked.

Chicago Tribune | Coming soon to a store near you: Fox executives