ACHIEVE YOUR SALES GOAL
WITH CUSTOM PROMOTIAL PRODUCTS
Trade marketing professionals are well aware of this: positioning your brand at the Point of Sale can significantly increase your sales results. Particularly at the impulse purchase section. In a bar, this would for example be the tables guests sit at. In a supermarket, the area close to the checkout counters. All those products close to the checkout counters? These are usually small items with a relatively low price. That aim to trigger impulse purchases.
In a bar, many consumers are undecided what they'd like to order, which is why brand cues via Point of Sale materials play an important role. If several promotional products are being used, the prime location, in bars, you want to “own“ is the table. Because, apart from the bar top, the table is the area a sale will occur. Menu holders and, to a lesser degree, coaster holders are excellent options here because consumers will easily notice them. In supermarkets prime locations are high-traffic areas such as near entrances, aisle ends and checkout counters.
DESIGN IS KEY
An important factor for the success of your Point of Sale materials is the design. Your PoS materials need to be eye-catching, via a good choice of colors, graphics and the overall creativity. The quality of the materials plays a decisive role, too. Displays in grocery stores are effective to showcase featured products and communicate seasonal or thematic relevance.
Displays offer an opportunity to cross-promote related products, thus further increasing sales results through upselling. Pairing products, e.g. beer and crisps, can increase the average purchase value and drive additional sales.
Point of Sale materials offer product information and education to shoppers at a place where they have a clear intent to buy. The messaging about product features and benefits PoS material provide, helps consumers become aware of the value proposition, increasing the probability of a purchase.
USE PSYCHOLOGICAL EFFECTS TO YOUR ADVANTAGE
Common psychological effects such as the primacy and recency effect are important factors when it comes to impacting consumer perception and memory. The primacy effect states that products that are presented first are more likely to be remembered, while the recency effect states that the same is true for products which are presented last.
Trade marketers use this insight to their advantage by placing promotional materials at the beginning or end of the customer journey. In a bar a consumer enters the premise and immediately encounters a wall sign or a bottle glorifier, only to sit at a table and encounter a menu holder that promotes the very same brand.Scarcity and urgency are other common principals that encourage consumers to take action and drive impulse purchases. Limited time offers, exclusive deals or low-stock alerts create a sense of urgency and the fear of missing out (FOMO).
Point of Sale materials often feature social proof elements such as customer reviews, testimonials or endorsements. To build credibility and trust with consumers. In general, to evoke positive emotions and associations. Social proof uses the psychological principle of people being more likely to adopt behaviours or beliefs endorsed by others. Particularly of all those people someone is looking up to and respects. Whenever people share positive feedback about a product or a brand, it helps others to feel reassured that they will be satisfied with making the same choice.
BRAND AMBASSADORS ARE A UNIQUE ASSET
The more Point of Sale materials you are able to combine into a visually coherent sum, the kind which is neither too aggressive nor repetitive, the better are your chances of success.
The brand messaging you want to convey via Point of Sale materials, giveaways and other unique utensils, is extra effective when you have a brand ambassador on your team.
Even better if you have more than just one. Brand ambassadors represent your brand like nothing else, since they live and breathe what your brand is about. Presentations, e.g. tastings, during which they are telling your brand's story and connecting with consumers, are excellent opportunities. These foster trials and the possibility of consumers turning into brand evangelist. People who are willing to recommend your brand to others and share your brand story.
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