Having a good linear positioning is not always possible, because sometimes the product goes unnoticed by consumers. It is where it is necessary to design a strategy for the product to stand out on the competition.
The main place to establish a direct connection with consumers is the point of sale and advertising in this place (PLV) using display stands with the presence of promoters is one of the most common techniques to achieve that goal.
The brand promoter or ambassador, has the possibility of interacting and influencing the customer purchase decision, using persuasion tools to make it choose or not, a given article.
Having the right staff, having experience, knowledge, skills, a good attitude and training to interact with the client, directly influences the success of the promotion.
WHAT ARE THE PROMOTIONS?
Sales promotion is a tool that allows to increase sales and in turn helps promote products or services to consumers. The objective of these strategies is to encourage purchasing decision making at the point of sale for a pre -established and limited period of time so that the price is not affected.
WHY ARE PROMOTIONS IMPORTANT?
The proper use of promotions not only helps increase sales, since accompanied by good planning and a trained sales team generate great results, accelerate the sale and strengthen the image of the brand among other benefits:
· Promotions are seen as rewards.
· It encourages the interest and curiosity of potential clients.
· Catch the attention of the buyer who receives something (a discount, a gift, etc.)
· Strengthening of the brand in the consumer's mind.
· Facilitate relationship with customers.
· It is an economical way to incorporate new products into the market.
· Favor impulse purchases, by having reduced reaction time.
· Maintain commercial flow, increasing sales.
· Highlights competitive advantages over competition.
· Help that seasonal or difficult output products are sold.
· Performing an analysis, as it is a measurable technique, monitoring and evaluation provides important data.
· Knowledge about a product or service.
WHAT ARE THE DIFFERENT TYPES OF PROMOTIONS?
Although there are different types of promotions, those that are in accordance with the commercial strategy and with the main objective: increase sales.
· Price promotion: These promotions include 2 × 1 offers, sales, launch prices, points and reimbursement offers systems.
· Gift promotion: This strategy consists of using free products when buying certain products.
· Personal promotions: free demonstrations and samples.
· Discount coupons.
But, they also have their risks if they do not run correctly.
Not everything is as wonderful as it seems, if promotions fail or are used inadequately, they generate disadvantages.
· Reduce the profit margin.
Obviously, if the same is offered at a lower price, then the profit margin is seriously affected and is reduced considerably. All commercial action of this type must be perfectly studied to know how long the company can afford to function at a smaller margin to the usual.
· They do not ensure customer loyalty.
The new customers we get are attracted to paying less for the product, not because they consider that they solve their need for a better way than competition. Therefore, in the same way they have come, they can leave once the promotion or discount is over.
To avoid this, during the promotional time, the company must perform an important task in the form of values transmission to identify and link the client.
· The client may feel a lot of rejection of the end of the promotion.
During the promotion, the customer has "accustomed" to get this product under very specific and determined parameters in relation to the price.
Therefore, once the promotion is finished, if no complementary loyalty action has been carried out, the client may feel that the sole purpose of the campaign was to capture it and nothing else.
Therefore, in addition to stop consuming the product, you can feel even rejection of the company because you have the feeling that you wanted to "cheat" or "use."
· There is a risk of being associated with low cost or lower quality.
If promotions are constantly resorted to, sometimes, the customer could perceive that the company is not able to sell the product in the conditions it expected. Therefore, there is some problem.
As a consequence, for fear that quality is not the one promoted, he will choose not to buy the product for fear that does not really meet their expectations.