No, no and no: print is not dead! Even though digital has become essential, promotional materials such as soft-cover catalogues and mailings remain popular sources of commercial information for the general public… and above all for professionals! To get an in-store promotional campaign right, here is our advice in four key stages.
Ultimately, the success of a good promotional campaign rests on four fundamental levers: preparation, anticipation, action and measurement.
Stage 1: let's talk marketing and sales
The selection of products on promotion, the timing of the offer and its duration, its frequency and the follow-up mechanism are decisive elements to work out ahead of any sales campaign worthy of the name! It is essential to design each initiative as part of an annual plan: as you well know, a one-off action will inevitably have less impact than a genuine year-round programme of sales initiatives punctuated by key moments. It is also important to check that the commercial offer complies with the latest legal rules on promotions. Beyond simply occupying the space, you must first and foremost define the qualitative and quantitative objectives you expect. These will enable you to energise your points of sale throughout the year.
Stage 2: let's roll out differentiating communication
Are your promise and your positioning sufficiently visible in light of the objectives defined above? Have you checked the consistency between how the offer is highlighted on the cover and how clearly it reads inside your publication? Will you opt for a dense layout (favouring quantity) or an airy one (showcasing quality)? Have you thought about including value-added information: reassurance cues, installation or maintenance advice, financing offers? Does each product on promotion carry a commercial hook such as « 2+1 » or « 50% off », or a technical one such as « quick-drying »? Finally, you need to master the graphic codes of promotional communication to stand out from often frenzied competition...
Stage 3: let's optimise logistics and production
Beyond the cost savings linked to paper format and weight, you need to choose your printer carefully on objective criteria: advice, quality, service, lead times... You should also make sure your mailing house and distributors are reliable, so that your offer reaches your audiences in the best possible conditions. This is essential to the success of your sales campaigns!
Stage 4: let's activate the tools for measuring the promotion's impact
A promotional campaign is the marketing operation par excellence: it must be measured. So, to conclude, you need a summary document - extremely useful both for reviewing the campaign just ended and… for preparing the next one! Shall we discuss it over a coffee?