Going Continental
Editor’s note: Had I known that the French word for ‘sale’ is promotion, I may not have planned my August vacation to the Riviera. For somebody who hadn’t seen a day off in six months, it was somewhat unnerving to find the “P word” plastered across every store window. Over the course of eight days split between coastal Mediterranean locales in France and Italy, I took notice (and notes) on how promotion is (and should be) translated abroad.
The Riviera has long been the playground of the European elite, with 90-foot yachts, lavish hotels peppered along the boulevards, and night-time partying that rarely ends before the sun comes up. It’s quite a sight to see — and quite a crowd to target.
When money is no object, does promotion fit in?
Yes, but in limited forms. On the Riviera, coupons and samples are rare. Forget about seeing the Hershey Kissmobile cruising the streets of St. Tropez or the Weinermobile driving off the ferry in Portofino. And you’ve got a much greater chance of getting slapped by a French waiter (lesson one: don’t ask for butter with your bread) than you do running into any kind of P-O-P display.
Get the point? Good. Here’s a rundown of 10 things to remember should you ever need to set up a promotion in Cannes, Nice, Genoa, Santa Margharita, or any points in between.
General Riviera Rules
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Shopping Behavior: Europeans are famous for their daily trips to the grocery store. They buy a day’s worth of items five or six times each week, and are extremely particular about freshness.
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What’s in Store: Most supermarkets are small (4,000 square feet or so), stocked with dry SKUs and limited beverages. The chilled sections are heavy on yogurt and cheese, light on everything else. Stroll a few aisles and you’ll see the dominance Nestlé has in foreign markets.
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The HBA Deal: Health and beauty aids are purchased in pharmacies, not supermarkets. Shampoos, cosmetics, and skin treatments can be found in the few mass-merchandise stores on the Riviera, but for the most part drug stores have the market cornered. Pharmacies are tiny and carry limited assortments. You thought securing shelf space in Wal-Mart was tough? Try it here.
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Behind the Times: American fads usually heat up in Europe just as they’re cooling in the States, meaning marketers can strike a good deal on a license and leverage to the hilt overseas. In August, Pokémon mania was sweeping the Riviera; one gas station was running a sweeps tied to Walt Disney Co.’s Dinosaur (a 2000 release in the U.S.).
- French Riviera Rules
Point Taken: Continuity programs engage French Riviera denizens more than any other tactic. Point programs seemed to be tacked onto just about every label, whether it was soda, water, cereal, or cheese.
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Service Partners: Vendor signage takes on a new meaning in France. The Heineken sign hanging outside a brasserie in old Nice, for example, eclipsed the actual name of the establishment. Patrons could easily mistake the café for a brand-owned store. (The waiters wore Heineken outfits, too.)
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Beach Bums: Except for one iced tea brand sending staffers in branded uniforms to wander the beaches, the local sands were virtually marketing-free. Surprising, since the French flock to the beach whenever they can.
- Italian Riviera Rules
Premiums Galore: Italians aren’t hooked on continuity programs like their French neighbors. On their Riviera, it’s about the rewards. Premiums are everywhere: From in-pack stickers on yogurt packages to toys handed out with petroleum purchases, freebies seem to be as much a part of daily life as cannoli and espresso. One QSR located on the Auto Strata highway served free CD holders with the purchase of a sandwich and Coke.
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Phone a Friend: Italians are cell phone addicts, chatting it up while they walk, eat, shop, drive, and (in at least one case) ride motorcycles. Upgrades are quickly adding text messaging and Web access to phone features.
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Sweat the Small Stuff: Italian cafés keep the décor minimal, the service exceptional, and the menu simple. Brands slip into the environment much like they do in the U.S., stamping their logos on everything from sugar packets, coffee cups, and napkins to pastry wrappers, gelato containers, and teabags.
