The Accidental Beer Truck

We both need and appreciate feedback, so keep those cards and e-letters coming, folks ... even the zingers:Thanks for a very informative article in your April issue of P-O-P Times about the logistics side of the industry. As a company that competes in this area, it is great to see an article like this because logistics seem to be an afterthought in the planning process of a display rollout when, in fact, it could be one of the most important pieces. As much as I enjoyed the article, I don't understand your choice of a beer delivery truck as the lead picture on Page 26. I've been involved in the display industry (trade show exhibits and P-O-P displays) for over 10 years and we use a variety of equipment to deliver to job sites but never in a vehicle like this. I know the backdrop is beautiful but couldn't you find a more appropriate truck?Tom BeardVice President Marketing and SalesChampion Logistics GroupGuilty as charged, Tom. In our defense, it was a perfect storm: The art director liked the full-bleed layout; the editors liked the scenery; and their editorial director likes beer. We'll be more vigilant in the future.I think RFQs are misused. In my opinion, an RFQ is a tool to be used if the requestor has designed the concept or the items within the concept. It should also be used within the existing vendor base and not as something that allows companies looking to "get in" to lowball the request. Relationships, in the long run, are far more profitable than short-term cost savings. Too bad the number crunchers can't seem to figure out how to measure the value of a relationship.Steve DiCensoMaro DisplayA lot of people agree with you, Steve, and on both sides of the negotiating table. Can RFPs be "reformed" -- and more pointedly, should the industry even try to fix this process? Those with strong opinions should mark June 23 on their calendars. On that day, a group of industry executives will deliver their findings on the RFP/RFQ issue in a white paper during the In-Store Marketing Institute's third annual P-O-P Congress in Oak Brook, Ill. Stay tuned.Are there any decent textbooks on P-O-P out there? We need to train some new people.Name & brand withheld by requestWe get this question a lot. Our classic answer is to say, "Save your back issues of P-O-P Times." Our digital answer is to say, "Give www.instoremarketer.org a good workout." But there are other tools as well. POPAI recently revised its textbook, which is now called "Marketing At Retail." We liked the first edition, and this is another step forward. There are good overview chapters on the P-O-P process, practical sections on materials and emerging technologies, and a glossary of terms on CD. Visit www.popai.com for information.I also like "How to Sell More Stuff" by Steve Smith with Don E. Schultz. As its title suggests, it takes a decidedly non-academic approach. And while it mostly deals with promotional marketing, unlike most promo texts, it actually has healthy sections on point-of-sale (chapter 7) and trade programs (chapter 13). You can pick it up in stores or online. Its Amazon.com sales rank is number 162,971!I am very disappointed with the notification that my P-O-P Times subscription will be ending. I have used your publication in my classes at Western Kentucky University; when I was Vice President of Purchasing at Fruit of the Loom; when I was Vice President of Purchasing & Quality at Playtex/Sara Lee; and with my consulting company: Allan's Racing. But, I guess customer service and loyalty is not important to your publication any longer! Very disappointed!Allan HallMarketing DepartmentWestern Kentucky UniversityDon't worry. Professor Hall and P-O-P Times have already kissed and made up. Academics don't qualify for subscriptions under the BPA guidelines we operate within. But I can't let a fan letter like this go unrewarded, so I have added Western Kentucky to my personal mailing list. Go Hilltoppers.[Joe] Ricci might be your favorite...but he sure as heck isn't mine.Name withheld by requestIt would be great if we could subscribe to this "Ricci at Retail" as a newsletter.Karen BuczekDirector of Brand ChampionsGeneral MillsBig Joe always provokes strong reactions. BTW: Feel free to tee off on our packaging columnist, Jim Peters, as well. I don't want him to feel lonely.

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