Sales Promotion – How to Promote Products with Merchandise
Within the field of marketing, marketing and sales promotion, merchandising, understood as a set of promotions at the point of sale, is gaining more importance, because all competing products within shopping centers to attract attention and thus facilitate the purchase of certain products.
Merchandising Elements
There are different elements that can be used at the point of sale to highlight and promote a particular product within the various merchandising strategies:
- The use of posters. These posters can be used to report the existence of a product offer and promotion.
- The status of the product. Locate product to eye level, in an area or near an obligatory step in the boxes, may have resulted in increased sales of that product, so it is perfectly studied, and not by chance. By contrast, placing a product in a secondary result in a decrease in sales.
- The movement and light. A product placed on a turntable and adequate lighting can dramatically increase your sales to be high on the other products in the store or outlet.
- The decoration. At certain times such as Christmas, or Sale, decoration attempts a pull factor to increase the level of sales.
- Demonstrations and tastings. These practices allow publicizing a product, thus allowing a better understanding of it, and, therefore, increased sales, not as an unknown.
The Product Presentation
The brand and product presentation are essential for a product to compete with the rest of products at the point of sale. Thus, the concept of brand as well as the added value of the desired product being of a particular brand is essential.
However, the positioning the product at point of sale properly is fundamental because what good is an advertising campaign if the customer then has trouble finding the product you want to buy?
Advertising Campaigns
Another classic in the merchandising element is the fact of moving to the dealer’s own external elements of an advertising campaign (posters, slogans, corporate colors) to easily identify the product main character of the campaign. This helps to create the brand concept and supports both the product for sale as distributor of the product.