Retailer Promo Guide 2013: Dollar General

The following is a snapshot of Dollar General's seasonal promotional activity that originally was featured in the Retailer Promo Guide 2013. The original wall chart sponsored by Menasha Packaging is attached at right. The excerpt presented here contains hyperlinks to relevant content on the Institute website.JanuaryNew Year: Seasonal programs center on an annual “Fresh Start” sweepstakes supported by a handful of oft-changing vendors.Super Bowl: Activity entails an account-specific overlay from NFL sponsor PepsiCo supported by features delivering price promotions on food brands.Country Music: Dr Pepper Snapple Group provides an annual promotion awarding trips to the Academy of Country Music’s awards show.FebruaryValentine’s Day: Recipes through the chain’s “Easy Meals” microsite and price promotions on standard holiday gifts.Black History Month: Themes vary by year; the 2012 and 2013 efforts activated the retailer’s yearlong “Every Day Heroes” program.MarchMarch Madness: Typically leans on official NCAA sponsors to borrow credibility.Dew General Store: What started as a short-term rewards program with PepsiCo’s Mountain Dew in March 2011 steadily grew into a 10-month execution in 2013; incorporates NASCAR summer marketing.AprilPicture Perfect Pets: An annual department-specific promotion from Del Monte centers on a photo contest.Spring Cleaning: A sweepstakes supported by K-C, Clorox Co. and Sun Products headlines activity, dubbed “Everyday Clean Savings” in 2013.Dollar General Literacy Foundation: Annual spring effort with General Mills provides donations triggered by in-store purchases; In 2013, Mars also staged a fundraising campaign.MayMother’s Day: In recent years, P&G gained the spotlight; general gift items also highlighted in stores and online.Memorial Day/Summer: Seasonal merchandise and outdoor cooking needs are spotlighted in, respectively, “Gear Up for Summer” and “Gather ‘Round the Grill” promotions (the latter with a largely expanded list of participating CPGs).JuneLiteracy/Country Music: PepsiCo in recent years has provided a sweeps benefitting the Dollar General Literacy Foundation while also incorporating a country music element.Father’s Day: Online and feature spotlight on grilling needs, apparel and other gift items.SummerBe A Hero: Food drive with General Mills staged for the third consecutive year in 2013.JulySummer/4th of JulyBack to School: Storewide sales under generic themes include deals on lunch needs, dorm-room supplies and most other packaged goods. A promotion recruiting Clorox, K-C and Unilever headlined 2013 activity.AugustBack to SchoolSeptemberBack to SchoolOctoberBreast Cancer Awareness: The retailer gets brand support and activates its NASCAR sponsorship in support of Susan G. Komen for the Cure.Halloween: Standard activity was bolstered in 2012 with seasonal content from Nestlé.Holiday: An annual toy catalog kicks off seasonal efforts.NovemberThanksgiving/Holiday: Recipes and other content serve as centerpiece for packaged goods marketing; toys were de-emphasized in 2012 but still received P-O-P support.DecemberHoliday

Retailer Promo Guide 2013: Dollar General

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