Trade Promotion (Pt1) Sell-In, Sell-Out, or SELL-AT!
When organising promotions, it’s very easy to get caught up in the planning and logistics of putting the promotion in place.
Sometimes the final in-branch implementation can let down a campaign and mean a business loses out on potential sales.
Customers who make in-branch visits to wholesalers are typically pushed for time.
They are collecting essentials and will return to the job in hand as quickly as possible – time is money after all!
During their visit there is a brief window of opportunity to attract attention and key to this is effective merchandising.
When developing a promotion, we know that the offer and impact of the promotional materials is key.
However, final implementation and merchandising of these at branch level is often overlooked.
The materials may have been safely delivered but that doesn’t guarantee that they have been used.
We’ve undertaken many branch visits and have often found promotions and displays that are 12-18 months out of date.
Header cards stored beside the point-of-sale stands but not in use, and generally tired looking materials.
Not all companies have the support of a field marketing team to ensure implementation but there are some cost-effective ways to help improve this area.
If your promotional materials are easy to implement, then it’s win-win for you and the wholesaler.
Developing point-of-sale materials that work in varied positions is valuable.
Make sure yours work for slat walls, shelving and counter tops.
Provide helpful layout suggestions that allow the wholesaler to make the best use of limited display space.
Stock control is important so help those running a busy store by including backing or reorder cards with easy-order details for when stock gets low.
Its important for the wholesaler’s staff but also for the customers.
Save the wholesaler time by considering digital screens to show videos that inform and educate on your product offering and how to install or implement the products effectively.
Digital screens can also help modernise a branch and make it a more inviting place for customers, making this an attractive prospect for wholesalers.
However, tatty, tired or out-of-date point-of-sale materials can undo all this hard work.
Make sure that you update and replace materials regularly to support your brand and the wholesaler.
Offer vouchers for proper implementation of promotional materials. One way to monitor this is to ask for the support of your sales force.
No one wants to divert the sales team away from their important work, but they will probably have planned drop-in visits to key stores.
Ask them to act as a ‘mystery shopper’ and check that the latest materials are in place. Make it a part of their usual branch visit and honour the incentive programme where the correct materials are in place.
By supporting and incentivising the wholesaler, you can ensure that your brand delivers the in-store impact needed to deliver sales.
I hope from reviewing our campaign work you’ll think we know our business too. If so, we’d welcome the opportunity to help you increase customer engagement and product sales with your trade audiences.