Schering-Plough Director: Nurture Creativity

OAK BROOK, IL -- To John Pender, director of retail promotions at Schering-Plough, the increase in the power of in-store marketing is evident to the people who control marketing dollars."We don't turn away any program anybody wants to do," said Pender. "We do that with media. We cut media budgets all the time. But if Wal-Mart comes in at the last minute and says, 'We have a $700,000 opportunity, and we want displays in six weeks,' we jump on it."In a growing industry, how can suppliers stay on top of the game and keep up with trends? To Pender, the key may be in nurturing creativity within your company. Too often, he said, executives get so caught up in the "operational" side of their business that they neglect the "innovation" side. To make his point, Pender re-introduced himself, in costume, as "The Fungi," a comic character he created while working for Schering-Plough.The purpose of "The Fungi," Pender's carefully chosen pun, is to show that even pharmaceuticals can bring fun and entertainment to retail. "I look at myself as an innovator, and the company's innovator, and a solution finder," he said. "When I talk to our broker, I'm not talking about putting up P-O-P -- I talk about being in the business of entertainment. They light up. What a positive message that is." Pender said he uses this concept to inspire other marketing executives at Schering-Plough to create a shopping experience that's pleasant for the customer, making the store a destination in itself.After presenting this key theme, Pender launched into a series of tips to help P-O-P producers think just a little bit differently:Sell Something. "If you're a supplier looking to get new business, don't come to me and say, 'We want to be your main supplier, and we want to do all of this.' You're kind of overwhelming your new client." Pender encourages suppliers to introduce themselves via one key product that a client can use right away, and establish relationships from there. Show What You Can Do. Pender described how one P-O-P supplier impressed him by inviting him in for a plant tour before they'd even discussed a project or contract. The tour made that company stick in Pender's mind.Nurture Creativity. Pender encouraged suppliers who fear they may be in an innovation rut to take advantage of creative training conferences. "Open your staff up to new ideas."Plan Yourself Into Your Client's Future. "New suppliers are knocking at your clients' doors," Pender warned. "Tell [your customers] where you're going." Develop a two- or three-year strategic plan for them and their product that involves your services and equipment. "It's not just focusing on the here and now, and it brings the partnership tighter with your client."Analyze Each Customer's Needs Individually. "As a brand manager," he said, "you have brands you want to grow, brands you want to maintain, and brands you want to cultivate." Suppliers should look at their clients the same way. "You need to invest in the customer. It may not be dollars. It may be time. It may be having people dedicated to a site." Capitalize on the Power of Retail Coverage. Pender said that many P-O-P suppliers have never spent quality time with the reps who actually have to handle their displays at retail's front lines. He suggested developing a nationally recognized awards program for retail employees, or devising an Internet-based training course for P-O-P stocking and presentation.Go Beyond the Creative Brief. "Everybody tries to do their best on what the job calls for," Pender said. But the executive who writes the creative brief may not have had the time to think through all possibilities. That's where suppliers can stand out. "I see more and more buyers winning when they come in and say, 'What could it be?'" Don't be a Commodity. Companies need to stand out by offering added services and benefits that other suppliers haven't thought of. "Come up with something in your trade advertising that makes me say, 'Wow, there's something different. We should have these people in.'"

Schering-Plough Director: Nurture Creativity

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