Indoor advertising
This is the promotion of the product in stores. The main methods and tools include:
merchandising (the art of presenting goods on shelves and display cases);
packaging design;
semiotics of space (organization of travel agency email list the sales area and the optimal route for the buyer from the entrance to the product shelf);
acoustic and visual advertising in the trade area;
POS materials, such as branded garlands, LED panels, bright price tags and other elements aimed at attracting attention to the product range;
gift packaging - special sets of goods at an attractive price for the buyer;
demonstration - tasting, stand with free samples, in-store activities with the participation of promoters.
Indoor tools interact with potential customers in retail locations. Their main goal is to attract the store visitor to the product and facilitate the purchase.
To strengthen partnerships and encourage distributors to increase sales volumes in the trade marketing sphere, various strategies are used:
flexible pricing policy depending on sales volume: the more goods a partner sells, the higher his discount on a wholesale lot and, consequently, the increase in profit;
incentives for achieving set goals: if a partner achieves the sales volume goals set for him, he receives a monetary reward;
exclusive partnership: the store becomes the only representative of the brand in its city or region, which attracts 100% of the target audience interested in making purchases.
When working with innovative or complex products that have multiple functions, it is extremely important to invest in training personnel. One way is to organize business meetings where partners are shown the possibilities of using the product, its advantages and differences from competitors are highlighted.
Interaction with partners
Source: shutterstock.com
During the training process during business meetings you can additionally:
strengthen corporate relationships;
collect feedback from sellers about the product;
identify problematic issues encountered when working with clients;
assess the partners' interest in further cooperation.
For business events, it is possible to use an online format, in particular, through a video conferencing platform. In this case, it is important to notify participants in advance about the upcoming event and announce the topic, for example:
analysis of the most frequently asked questions and objections from clients;
sales productivity improvement training;
review of new products: their advantages, positioning, features;
Presentation of the motivation program: principles of calculating rewards, conditions for receiving additional bonuses.
On the day of the scheduled webinar, participants click on the link provided in the invitation and join the online session.
This allows you to document the event and use it to train new colleagues. In addition, platforms of this type have the functionality of automatically converting audio recordings into written format. The result is a file with a transcription, which is conveniently converted into instructions for employees, checklists and other useful materials.