![]() Fans enter the random-draw sweeps through a mail-in entry form in the Oct. Additional Shop Like a Soap Star content will be posted at .Ī sweepstakes that runs in the issue and on the Web site will award a grand-prize trip to New York for dinner with a soaps star. ![]() That issue carries a shopper’s guide and interviews with popular soap stars talking about their shopping habits and favorite products. In-store demonstrators will hand out 100,000 reprints of a special advertising section from the Oct. McCormick’s spice sales jumped 30% Quaker saw the smallest increase, 1%, for its Chewy Snack Bar. Soap Opera Digest uses UPC scanner data to measure sales for participating brands last year, brands saw sales rise as much as 30%, according to Soap Opera Digest publisher Susan Severance. It’s unclear yet whether any will return, Thorne said.Īdvertisers get in-store sampling and demos, with P-O-P and shelf-talkers in the aisles directing shoppers to sampling tables. The magazine has worked with 15 brands over the past two years, including Procter & Gamble’s Tampax, Always and Secret, General Mills’ Hamburger Helper, BIC, Quaker, Riesen, Lysol, McCormick and Huggies Pull-Ups. Soap Opera Digest is pitching advertisers now, but hasn’t signed any so far, said marketing director Jessica Thorne. The effort runs the first week of October. The Shop Like a Soap Star campaign gives the magazine’s advertisers a spotlight in 100 Wal-Mart supercenters in 14 cities. Wal-Mart Stores will host Soap Opera Digest’s in-store promotion this fall, for the third time.
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