The Biggest Threat Facing Retailers and Brand Marketers in the 21st Century

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Executive Briefing completed by independent research firm describes “The Biggest Threats Facing Retailers and Brand Marketers in the 21st Century.”

A recent survey by the American Marketing Association, stated that "90% of what is produced by marketers goes unused in the field. The survey also stated that 70% of marketers gave themselves a failing grade in providing useful sales support.” That is a frightening waste of time, money and bottom line profits.

What grade would your company receive?

Why is only 10% of collateral material being used and why do only 30% of marketers feel they are providing retailers with useful sales support. These statistics are alarming. There is obviously a “disconnect” somewhere, between the consumer, the retailer, and the marketer. To better understand the marketplace, DNI Marketing asked an independent research company to find out what is happening in retail environments. They came back with a report on, “The Biggest Threats Facing Retailers and Brand Marketers in the 21st Century.” Some of the information was known, some was new, but for the first time, it was all compiled into a single briefing. You need to see it. As a service, DNI Marketing would like to share this information with others in the industry. It is our belief that if one better understands these threats and consumers’ needs, it will go a long way to reversing the numbers and we will all be the winner in these efforts.

How to preview the report:

The briefing preview and the report can be found on the website. If you find the information is valuable, one may request a copy of the entire Executive Briefing.

DNI Marketing is not trying to sell anything.

The information was valuable to our organization and it could be vital to the future direction of companies marketing efforts. After reviewing the briefing, comments and observations would be appreciated. Please send feedback to jpacelt @

About the Author


Jeff was brought up in the Point of Purchase display business. His father Fred Pacelt worked for a company called Poster Products, Which was one of the first major display companies in this country. Leaving Poster Products in 1984 Fred started the predecessor to our present company, Fred Pacelt, Inc.

In 1985 Jeff joined the company after graduating from Drake University with a major in accounting. His college background was immediately put to good use in the production. For the next 11 years he worked in all areas of the company doing everything from shipping to production. During this time he became an expert in corrugated, die cutting metal fabrication, woodworking, molding in polyurethane and various plastics, heat bending, and all of the various processes it takes to produce a display.

The company closed when Fred retired in 1995. The following year in 1996, Jeff founded Display Network, Inc. Through his leadership the company has grown tenfold retaining many of the original customers of FPI while gaining many new clients.

Jeff and his wife Brenda along with their four children live in Aurora Illinois not far from the office. When he is not at work he indulges in his hobby of building and riding custom motorcycles, knife making and tournament pool.

About DNI Marketing

The DNI Marketing Group ( is a family owned and operated company, headquartered in ST. Charles, Illinois. The company offers a total In-store marketing service. This includes market research, the design and production of retail displays, interactive kiosks and complete store design. DNI Marketing also provides clients with warehousing, distribution, store installation, online ordering and Visit The DNI Research Website!

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Jeff Pacelt
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