192
LIST OF BASIC PROMOTIONAL TECHNIQUES FOR IMPROVING IN-STORE PERFORMANCE AND PRESENTATION
8
10. Packaging
8
11. Displays
8
12. POS Materials
8
13. Discounts
8
14. Product Bundling
8
15. Special Editions
8
16. Store Atmosphere
8
17. Sampling Demonstrations
8
18. Proactive Selling . . . . . . . . .
TRAFFIC AWARENESS
promotions
IN-STORE PRESENTATION
promotions
Promotions
193
The following pages offer detailed explanations of the nine techniques. Each is described and discussed in the same manner as in the traffic section
―i.e., a summary page describing the basics followed by examples.
The following point CANNOT BE OVEREMPHASIZED ―producers should be more
proactive in supporting stores in promotions and in this way get in more direct touch with the end-customer. Besides making their products stand out, it will also force producers to
better understand end-customers and provide better feedback. Many producers of natural products who do not sell directly are totally out of touch with customers. Think
back to the Positioning chapter
―how will you know what to produce or sell and how to position it, if you do not have feedback from customers?
– 2.3 PROMOTION: In-store Promotions –
On the next page is the same list as above, but grouped according the type of promotion
194
IN-STORE PROMOTIONAL TECHNIQUES VARY IN DIFFICULTY NATURE
8
10. Packaging
8
11. Displays
8
12. Point Of Sale Materials
8
13. Discounts
8
14. Product Bundling
8
15. Special Editions
8
16. Sampling Demonstrations
8
17. Store Atmosphere
8
18. Proactive Selling
Visual presentation
Involving interacting with
customers Playing around
with products
IN-STORE PRESENTATION PROMOTIONS
195
Again, this grouping is just to help you make better sense of the types of in-store promotions and what is required to undertake each of them.
Overall, in-store promotions are more creative than traffic promotions and require some talent. However, by treating this section as a menu of possible promotions for your
business and following some basic rules you can easily execute basic, yet very effective, promotions to make the product and selling location more attractive.
– 2.3 PROMOTION: In-store Promotions –
Take a guess. What percentage of shoppers who go shopping already
know what they will buy?
196
10. PACKAGING BASICS ‘Attractive packaging sells helps customer decide …’
•
Research competitors’ packagingofferings by packaging vendors use catalogues, Internet
•
Visualize the right design of the packaging with three principles in mind: functionality, information, emotion
image or the logo. Strive for a message consistent with your positioning even for the logo
•
Find an artistically-minded and computer-literate person and give himher guidance and instructions for
logos; let the person produce drafts
•
Don’t be afraid of higher costs Ø 50 cents on packaging
may increase selling price by 5
WHAT
WHEN
HOW •
Need to differentiate the product
•
Comparable products all have packaging
•
Selling a premium product
•
Selling to tourists andor affluent audience Almost every product has packaging. Here ‘packaging’
means premium packaging that can differentiate or increase the appeal of the product. For certain
customers and products, packaging is even more important than the product itself.
•
Nutritional organic-emphasizing labels
•
Functional package enhancing the usability e.g., Pringles chips
E.g.
IN-STORE PROMO 10
197
Around 60 percent of people shopping do not know exactly what they will buy ―i.e, 60
percent of purchases are unplanned Once people are in a store and wandering between shelves, what makes them decide to buy? Mostly it is packaging.
The most basic way to promote your product in-store is through packaging. You can serve water in a clear glass or you can serve water ‘packaged’ as in the above funny
picture. The picture is a bit of an overstatement, but it gets across a point.
Packaging may make your product ‘stand out’ on shelves. It may let you charge more. Often a dollar investment into the packaging of a five dollar product may let you increase
the price by much more that a dollar. Simply, it will put the product in a different category. Or, often a certain type of packaging is expected of a certain type of product
sold e.g., a souvenir at a certain place e.g., a gift shop. Often, tourists value packaging on a product more than the product itself. This is not surprising, since the
packaging is often more visible than what is inside and souvenirs are often given as gifts.
– 2.3 PROMOTION: In-store Promotions –
What are the most important principles to keep in mind when designing
packaging?
198
PACKAGING: 3 PRINCIPLES FOR DESIGNING A PACKAGE
1. FUNCTIONALITY
