Connecting brands, retailers, and consumers is like building a vibrant marketplace that grows your business. This dynamic trio transforms every retail experience from better to better. The secret is out, but only some brands have what it takes to impress retailers and vice versa.
Meet Ray Sheehan, founder of Old City Media. His passion for innovation led him to leverage the connection between brands and consumers. Under his leadership, the agency grew from the entertainment sector to a leading event and retail company. In particular, his GIFT program for Old City Media has emerged as a trendsetter across North America.
Contributing to an effective retail strategy
Here's how brands, retailers and consumers contribute to retail strategy.
brand:
In the digital age, building and maintaining a strong brand presence is a bigger challenge than ever before. Therefore, brands going forward will need creative strategies to stand out in a market saturated with e-commerce giants.
Old City Media recognizes this challenge and employs a dynamic mix of experiential marketing strategies. Rather than relying on traditional campaigns, the agency uses strategic event planning to connect with consumers.
Retail company:
Retailers are the intermediaries between brands and consumers. We act as a bridge for consumers to get the most out of their brand experience, both online and in-store. Retailers face intense competition, and the traditional brick-and-mortar model is under constant threat from online retailers.
Reduced foot traffic and the need for an in-store experience are paramount here. Recognizing this, Old City Media has reinvented the standard for event production. Beyond advertising, the agency's innovative retail strategy focuses on creating immersive experiences within physical spaces. In doing so, Old City Media revitalizes retail spaces, brings customers back to stores, and redefines the retailer narrative.
consumer:
Consumers are the heart of the system. They are more than just buyers. They want experience, value, and authenticity. By understanding these consumer needs and demands, retailers can strategize effectively with their brands. Traditional advertising is becoming less effective as consumers become more selective. To connect with customers, your brand must be authentic and genuine.
Old City Media's approach prioritizes customer-centric strategies. Agency initiatives such as the GIFT program are similar to modern pop-up sales efforts or brand roadshows. This prioritizes a genuine customer-centric approach and provides consumers with an experience rather than just a product. The result is a more engaged and satisfied consumer base.
What brings them together?
The interactions between brands, retailers, and consumers are dynamic. Brands need to attract retailers' attention by showcasing outstanding products, and retailers rely on attractive brands to attract consumers. Consumers then look for brands that align with their values and retailers that are easily accessible.
Old City Media's expertise lies in creating pop-ups for brands and ensuring they drive memorable experiences. Under this program, the retail marketing agency transforms empty spaces into short-term immersive experiences. This gives brands a tangible way to showcase their products and allows consumers to form a direct and personal connection with the brand.
From large retailers like Walmart to small brands, Old City Media ensures every brand fits into the retail industry.
Under Sheehan's guidance, conceptual collaborations between brands, retailers and consumers seamlessly transform into tangible reality. Old City Media's vision goes beyond just business. We aim to build a lasting bridge in the field of retail marketing.
Spencer Hulse is Grit Daily's editorial director. He is responsible for supervising other editors and writers, day-to-day operations, and reporting on breaking news.
