Marketing and Promotion

Case Study Caption

Point of sale marketing

Get more customers easily

Point of sale marketing is a useful business optimization tool. It includes activities such as the preparation of goods, product positioning and advertising and promotional activities. Through this approach you can differentiate yourself from your competition in the same category, create comparative advantages, make use of additional advancement opportunities, improve product visibility, which is important to consumers when they are shopping. The sales staff at the point of sale place products on shelves, monitor and refill shelves and take care of their freshness, oversee price relevance and accuracy, maintain correct warehouse stock levels, look after the availability of promotional materials, provide information on promotions and take care of other products. When this is properly supervised and done, the products on the shelves become more attractive to customers, eventually leading to better business outcomes.

If the products are not displayed according to the planogram and standards, the company will make a lower profit. If the promotional materials are not on display and visible, the number of potential customers will fall, as well as if other POS marketing activities are not performed. Apart from developing POS marketing strategies, we provide our clients with additional, helpful information such as the current prices and promotional activities of the competition. We can also draw up and attach a photo-report.

The first step is to prepare a project plan and a detailed handbook. The sales team start their work at the point of sale according to instructions and plans. After a specific period, we will evaluate the new approach and prepare an analysis report for the client.

How point of sale marketing can be useful to clients:

  • We have a wide network of partners in all big and small towns and in villages. We have supervisors and salespeople in all regions
  • We use an innovative software which can be installed on the smartphones of salespeople
  • Through a mobile app for customers, clients can monitor all phases of the POS marketing process via the Internet and a personal account
  • Better efficiency and faster updates allow clients to take action in time according to the findings made at the point of sale
  • o Data reliability ensured through photo and video verification based on the geolocation. The salesperson checks in every time they enter and leave a location. These check-ins show us how much time the salesperson spends at a point of sale and how long it takes them to get to the next point of sale. The information is presented in diagrams, allowing for route optimization in the future

Point of sale marketing services are used by many industries to increase brand and product awareness and to drive better sales results at the point of sale. In the visual sense point of sale marketing creates and uses attractive, engaging shop windows as a sales technique. The visual approach can contribute to the reduction of the number of employees and the increase of the return rate per square meter.

With this approach products are presented to customers in a creative, visually attractive way in order to entice and attract them even more. Our services also include recommendations as to how to design the interior and how to keep shop windows fresh and interesting. We monitor new trends in consumer behavior, in point of sale business activities and we give recommendations which are in line with the times and the global practices.

Point of sale marketing activities include:

  • Setting up and removing materials at the point of sale (POS)
  • Standard point of sale marketing
  • Promotional activities
  • Placing and positioning products and refilling shelves
  • Planogram releji
  • Making product displays
  • All other requests

Promotions

We organize and manage different marketing events and promotions in order to raise customer awareness of a product or brand, which lead to generating sales and creating brand loyalty. Promotions are a valuable method of raising brand or product awareness, which evoke positive emotions within consumers and the brand. Our goal is to create closer relationships between consumers and brands by engaging them through free sampling in stores or through fun, interactive marketing campaigns taking place on location or online that can be remembered with positive emotions.

Experiential marketing or event marketing is a marketing strategy we use to invite the consumer to directly participate in the brand with the help of brand ambassadors. This is by far more effective than seeing an ad somewhere. Experiential marketing engages the consumers’ “senses” so that they become a part of the campaign. It is safe to say that experiential marketing really is “experience” marketing that results in the consumer having an experience with the brand along with the awareness. This may include a live interaction through events or social media in order to drive awareness and engagement through interaction, which results in a sampling gifting or a reward.

The goal of every marketing campaign is to raise product awareness or to increase its appeal on a new target market. The advantage of promotional marketing is that it is valuable to new and existing customers alike – it gives new customers a reason to try the product for the first time, while building loyalty in existing customers. We also design specific promotions during live communication between customers and salespeople, which stimulate the purchase of additional products.

Examples of field marketing campaigns:

  • In-store promotions

Organized in stores and other locations and engage staff to promote products / services on that location.

  • Distribution in prominent places / Street promotions

Involves a team sent to key prominent places who distribute products or promotional materials.

  • Product sampling promotional activities

Involves a team responsible to promote and distribute product samples in order to raise brand and product awareness. This can take place at the point of sale or on the street.

  • Promotions in shopping centers

Promotions on specific locations in order to raise awareness. 

Point of sale audits – Better business results through monitoring

A point of sale audit or inspection is a review performed to ensure its conformity with operational standards and norms. At the same time we check the design of the store, the use of POS materials, the dress code, the visual presentation of the store, its interior, exterior, etc.

Before an audit, we perform analysis and preparation which include the examination of the client’s company standards and business and industry characteristics. After written consent to conduct the inspection has been obtained, the personnel that will carry out the inspection is instructed, tested and certified.

When the project has ended, we draw up and submit an analytics report on the status of every point of sale, which includes audio and video files, photos, signed checklists, questionnaires containing subjective and objective questions, as well as other documentation.

This approach deals with:

  • Product quality and freshness control, compliance with storage requirements, the temperature working mode, the market situation
  • Issues like reviewing product placement according to the planogram, the rotation and relevance of POS materials, recommended expenses (related to price monitoring) and retail activities performed by your competitors (promotional products, their prices)
  • Checking the availability, appearance and the technical conditions of sales equipment, tools and inventory
  • Issues like the accounting of product availability and the adjustment of the balance of retail stores and warehouses
  • Employee monitoring: adhering to the corporate dress code and to the rules regarding workplace cleaning duties and working hours
  • It is necessary to assess the efficiency of research into commercial marketing, the budget for advertising campaigns, promotional materials, the overall pricing policy plans and brand popularization among customers

This tool is regularly used by: producers, suppliers, store owners, franchisees, partners, salespeople and other parties who find it is in their business interest.

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