Advertising is accepted
The receptiveness of consumers for POS advertising tactics is large. This is one of the findings by the Advertising Touchpoint Study 2010. For this study, more than 7,000 online interviews in seven European countries were being conducted, where participants were interviewed about their perception and opinions about 33 different touchpoints in advertising. Next to intensity in advertising at shops/stores, which was perceived as high by 59 percent of Germans, only 17 percent of respondents perceive this intensity as intrusive. Respondents in Germany perceive advertising with product samples (14 percent) and advertising through recommendations outside the internet (15 percent) as even less objectionable.
”Marketing actions at the point of sale consequently have a better chance of being noticed and remembered without appearing particularly bothersome to consumers at the same time,“ explains Norbert Dube, Account Director Brand & Communication for TNS Infratest.
Keeping advertising promises at the touchpoint
The soft drink industry exhibits particular creativity when it comes to marketing at the point of sale and keeps giving proof of this. Among others, this is true for the sales promotion presentation of soda pops or energy drinks, which promises quick refreshment or instant energy boosts. By using individually branded fridges, the advertising promise is kept directly at the POS and promotes impulse purchases. A small investment with a big impact. ”Of course it is ideal for retailers to offer these products chilled, so that they can be immediately consumed after purchase,“ says Christian Machers. The promise of instant gratification increases the propensity to buy the product. ”We noticed that cooled drinks sell three times as much as non-cooled ones. When beverage companies then place refrigerators with their own logo at supermarkets or discounters, they command a continuous and attention-getting advertising display.“ This way the advertising touchpoint POS is being optimally used to boost sales. Brand recognition – strengthened by instant gratification – also increases.
The additional benefit
Sales promotion activities at the POS are efficient when manufacturers prepare them with the help of different touchpoints. This works great through ads in newspapers, on the radio or with TV spots. They don’t just advertise price promotions, but also time-limited sales campaigns such as free giveaways added to the product (on-packs and multi-pack promotions). This might be a glass or a cocktail shaker for beverages, which are included when you purchase a long drink. Ideally, the customer is prompted by the traditional promotion to purchase the item. Alternatively, he/she is prepared for the respective sales campaign during his/her regular shopping trip.
In a well-thought-out marketing concept in retail, posters or secondary displays for example serve as reminders of the sales campaign. This way, the free offer becomes a vehicle to promote sales. ”When choosing the added bonus, you need to make sure that the respective giveaway is consistent with the image and brand positioning. This way, it remains authentic. The quality of in-packs and multi-packs should be adapted to the brand image. There is no benefit in offering a premium liqueur and then adding a poorly made cocktail glass,“ Christian Machers explains.
Touchpoints are very fascinating for marketing experts and advertisers. If you sum up the touchpoints before, during and after a purchase, they significantly shape image. The ”touch point of sale“ with its high advertising intensity and customer acceptance is of utmost importance for sales success. It pays off to invest in efficient advertising tools in this case. It is important to pursue a stringent path in marketing, where all touchpoints are sensibly connected with each other. In doing so, you ensure that a brand is perceived as authentic and credible.