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Role of Prime Locations
Prime locations are those points of sale with high concentrations and traffic flows of consumer targets, and so targets themselves.
- Every brand has distinctive types of prime locations, such as:
- "Points of Sweat" for Gatorade
- "Points of Morning" for Kellogg
- "Points of Youth" for Sunny Delight
- Consumers are captive at primes, or visit in the course of their day.
- Schools, work sites, and heath care institutions have captive consumer populations.
- Convenience stores, recreational facilities, and lunch spots have high traffic.
- Prime locations are not the same as channels, because not every account in a particular channel delivers exactly the same set of consumers or provides the same type of consumer experiences.
- Accounts vary because of different demographic and economic characteristics.
- They also differ significantly in terms of ambience, layout and merchandising potential.
- Long-term brand-building requires penetrating prime locations, ensuring that products are displayed credibly and experienced well by targeted consumers.
Auctive has tools to identify and help develop business in primes.