How to create successful point-of-sale campaigns

Despite a large variety of ongoing sales campaigns, only few inspire a spirited sales pitch. More often than not, it is the small things that make the difference. Such as when the campaign area is hidden out of sight, or when there are no signposts to direct shoppers towards the area or to highlight it and shoppers therefore easily miss the campaign. When things are quiet, instead of trying to draw in new shoppers, campaign supporters sometimes immerse themselves in their mobile telephones. The emotional threshold to explore the campaign is much higher when nothing happens. Shoppers must always feel welcome and be greeted in a friendly manner to want to participate. A feel-good atmosphere is best created when all employees present on the day of the campaign see themselves as hosts - and act accordingly.  

Being the perfect host

Being a campaign host means

  • that you actively address customers;
  • that you personally greet customers;
  • that you inform customers of what is going on today;
  • that you invite customers to participate;
  • that you thank customers for their participation and wish them a pleasant day.

How to brief employees and participating campaign supporters

  • The campaign is hosted by the entire team.
  • Provide information about which action is to be taken when.
  • Ask employees to invite customers to participate.
  • During the campaign, everyone should check if everything is running smoothly.
  • Recommend using mobile telephones briefly and discreetly only.
  • During slow periods, employees may participate to entice other participants.
  • Appoint one employee who keeps an eye on the number of campaign participants.
  • Announce that feedback is welcome once the campaign is over.

Signage and printed materials on the campaign

  • Attach campaign poster featuring the programme at the entrance and near the campaign area.
  • Check the effect of the campaign area from afar and if necessary, adjust.
  • If there are breaks, hang up a sign saying "We'll be back at: ... hr"
  • Display information leaflets for shoppers to take with them.
  • If each participant receives a giveaway, make a note of the initial and remaining inventory.

Small customer typology to ease the start of a sales pitch

In the beginning is the start of the sales pitch. If shoppers are adequately primed, they will love to participate. And the success of the campaign depends on the number of participants. But shoppers have different personalities and different moods. A small customer typology helps to assess the person in front of you and to address them adequately.

The hesitant customer: They like to look. Not all customers are natural born participants. Many want to be inspired by watching and need some time to warm up. It helps to gently ease into the sales pitch, without committing the shopper. If those approached indicate their interest, the pitch can be more straight-forward. Children can help open doors. Parents often find it easier to get their children to participate rather than participate themselves. In the end, however, the grown-ups are the ones that hang on and then buy big.

The rushed have-no-time customer: A customer rushes past the campaign area, looking rigidly ahead. They signal: "Leave me alone, don't talk to me." Spotting this facial expression can save you many frustrating experiences in addressing customers. Each host should be respectful when it comes to others not having the mind or the time to pay attention to a campaign offer. You are best served to invest your energy and persuasive skills into the hesitant customer.

The motivated participant: A customer heads straight for the campaign area. Their walk slows down as their eyes roam the campaign area. Now is the perfect time for a friendly hello and to open the sales pitch with an open question. Invite them to participate and demonstrate the advantages that they will have.

How to trigger a good memory about the campaign

A giveaway or a flyer to take with them can support a memory. After a handicrafts session it helps to hand out the instructions so that participants can redo the work at home. A shopping list on the reverse listing the materials that are needed further ups sales. Or there is a mini handicrafts kit to take along and next to this the ready-prepared handicrafts materials as a to-buy kit. In the end, if shoppers recall a campaign with pleasure depends on the feel-good atmosphere that they experienced during the campaign and whether they enjoyed this or were able to try something new.

Tips for a point-of-sale campaign

  • When holding a campaign, you are the host. It is often the small things that create a feel-good atmosphere that makes the customer feel good.
  • Giveaways or flyers can also help the shopper to recall a campaign and have a positive association with a shop. Moreover, the number of giveaways handed out personally helps to determine the number of participants.

Wish to learn more about how to create a successful hands-on campaign?

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