The point of sale is a retailer’s platform. As the “event nature” of our lives increases, customers also appreciate dramatic highlights when shopping. Shop owners, in turn, are not holding activities and product promotions at the point of sale for the sheer fun of it, but to get their tills ringing. At the same time, event marketing is a way for them to set themselves apart from competitors. But how can you plan and prepare hands-on activities to ensure they boost sales of exactly the intended products? The following questionnaire is a guide to improving the impact of activities at the point of sale:
What do you want to achieve with the event:
Which product group or products are you looking to promote with the activity?
Who will take responsibility within the team for devising and coordinating the activity?
When should the activity take place?
Where should the activity be held?
Which parameters must be considered?
What costs are involved and how much in sales do you expect?
Who will help to run the activity?
What products do you need for the activity?
What promotional materials do you need for the activity?
Activity motto: What should the activity be called?
Whom do you wish to invite? How and when?
How can you promote your event through local PR measures or cooperation partners?
One activity is not enough to retain customers. The year is still young. It is worth spacing out sales-boosting activities throughout the year. Retailers that run regular activities develop routines for their handling and coordination and the assignment of team responsibilities. The trick is to find a time to hold activities when no other competitors are doing the same. After all, if you stand out, then you’ll make a mark and give customers reasons to buy.