By Joel Albrizio, President, Adlife Marketing & Communications

"Retail Marketing Continues To Move From Analog To Digital"

January 8th 2018 the Windsor Marketing Group filed for Chapter 11 Protection. Multiple newspaper articles talked about monies owed and how this debt accrued over time.

How much the Windsor Marketing Group owed and how this debt accumulated is of little value to the food retailer or wholesaler. What took place like the article featuring the Boston Herald is the continuing transition from print to digital.

From all indications the Windsor Marketing Group did a good job for its clients. The customer wanted or needed all forms of point of purchase advertising materials and the Windsor Marketing Group delivered.

"So Why Bankruptcy For Windsor Marketing Group & Why Now"

Today's marketing dollars are squeezed tighter then ever. Advertising dollars from the CPG are almost non-existent and the retailer now has to add digital marketing to his or her budget as an added expense with little or no outside support.

We all hear every day from retailers and wholesalers alike..."I just received great price from your competition" and so the question becomes what do we do. Do we match the price or perhaps loose the sale.

"So Like It Or Not There Is No Valid Rate Chart Or Pricing Schedule"

Now over time companies like the Windsor Marketing Group work with less and less to try to make the numbers work. In the end we all realize if a company files for bankruptcy the simple truth is the customer was not willing to pay what the products really cost to produce with a reasonable profit margin.

So now the retailer or wholesaler who enjoyed prices well below market value to the point the Windsor Marketing Group had to cry uncle in bankruptcy court has a choice.

Are we as retailers and wholesalers ready to move on from the Windsor Marketing Group or are we willing as clients to admit we are part of the problem.

"Will Retailers Be Part Of The Problem Or Part Of The Solution"

My opinion is simple...whether your company is in wholesale or retail, if the Windsor Marketing Group is a vendor its time to pick up the phone or send an eMail and offer to help. In business we all talk the talk of how important our business partnerships are with our vendors.

Well today is one of those days to walk the walk. Your vendor, the Windsor Marketing Group filed for bankruptcy protection. If your company is truly a business partner help your partner to survive. Its time to step up, price the marketing deliverables your company enjoys correctly or your likely to loose a valuable marketing resource.

Many have asked why I choose to write about what I see in the supermarket industry today and my ideas. At Bad Adz, PreparedFoodPhotos.com & Adlife we believe great ideas and the resulting branding will give new life and direction to any company. So for that reason we chose to open the discussion.

Yes, I understand I probably misspelled something or butchered the English language in a few places, the goal however was to open your minds to new ideas. Many thanks to Sharon Albrizio for her help with this article.

Joel Albrizio, President of Bad Adz Digital Marketing & Adlife

Follow Me On Twitter @joelalbrizio or right here on LinkedIn!

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