Progressive Grocer

SEP 2016

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Page 120 of 167

September 2016 | | 121 Pure Gold: Golden Penguin Awards Featured at a new networking reception on Monday evening, the Golden Penguin Awards, which recognize the best merchandising efforts in support of NFRA's annual promotions for March Frozen Food Month, June Dairy Month, and Sum- mer Favorites Ice Cream & Novel- ties, are a much-anticipated part of the annual NFRA Convention. While that hasn't changed, the awards themselves have. This year, NFRA has added 11 new categories that reflect today's marketing practices: In-Store Display, In-Store Event, Community Involvement, Social Media and Digi- tal Marketing, Traditional Market- ing, Private Brand Campaign, and Integrated Marketing Campaign, with subcategories spotlighting Retailer, Wholesaler, Manufacturer, Sales Agent and Local Association. "It has allowed companies to focus on specific areas of market- ing like social media or commu- nity involvement, as well as enter complete marketing programs. This has opened opportunities for smaller companies to compete at the same level as larger compa- nies," explains NFRA EVP and COO Jeff Rumachik, adding that a new online entry system and numeric scoring platform have helped streamline and update the awards. Also during the reception, NFRA will announce the winners of this year's Top Marketer prizes, honoring the highest-scoring entry in each of the Integrated Market- ing Campaign subcategories. In between sessions and awards, convention-goers can spend the rest of their time making important con- nections on behalf of their business- es. NFRA offers retailer members 85 complimentary meeting rooms in which to hold appointments during the course of the event. "Whether introducing a new product or reviewing an estab- lished business plan," Rumachik says, "participants can meet with their customers in a personal and collaborative environment that is much different from the traditional exhibit hall experience." The World Standard For Destratification

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