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I am an Off and Online Marketing Consultant specialized in SMEs for more than 15 years. I am passionate about helping … According to the American Marketing Association, Merchandising for SMEs is a set of techniques based mainly on the presentation, distribution and / or rotation of products, comprising a set of actions carried out at the point of sale aimed at Cayman-Islands Mobile Database increasing profitability, placing the product in place, for the time, in the most convenient form, price and quantity. Merchandising includes any activity carried out at a point of sale, which aims to reaffirm or change the purchasing behavior in favor of the most profitable items for the establishment. The basic objectives of merchandising are: to attract attention, direct the customer to the product, facilitate the purchase action. The main objective of merchandising for SMEs in the premises is to reinforce the customer’s “experience”, make it pleasant and simple, of course, with this we want them to be more motivated to buy, return in the future and recommend us.

The itinerary of the clients in your premises is determined by its shape: walls, columns, corridors, entrance and exit of the premises, but it will also depend on how the furniture is arranged and where the products are placed. Here Brother Cell Phone List  some simple and practical tips to take into account when distributing your local SME. Identify the Zones in your Local. Merchandising takes into account the areas within your premises and there are usually two areas depending on the circulation of your customers: Hot area: which is the natural circulation area. Cold zone: the one that we must encourage to achieve greater passage of people.

The most common direction of traffic is to the right and to circulate in an anti-clockwise direction. Typically the entrance is on the right and the checkout box on the left. (If your place is upside down, it does not matter, it is necessary to identify your areas) Hot Zone . You must place launch, new or testing products. You can also place higher consumption products, but few to be able to enhance your cold area with them. This area is excellent for locating everything that we are interested in promoting with the best posters and advertisements. Cold Zone . They are the ones with less circulation or those that go through very quickly, so we must invite some ideas to be more attractive: Take advantage of the customer’s last stop and post important information for them to take with them: business cards, information leaflet or brochure, product displays, etc. It is also ideal that you place secondary products in this area in a very striking way, either on the shelf, its packaging or advertising. Remember that the last purchases at the Checkout are the most emotional, so try to place products that are acquired on impulse, rather than by necessity.

Every promotion has an objective, which is not necessarily the financial profitability, however, if the financial cost is not calculated well with the objective of the promotion, the concept can get out of hand and trigger unwanted events for the health of the brand and consumer perceptions. The Cameroon Mobile Database recent case of Samsung is a clear example of how underestimating the redemption (or number of participants) of a prize by the creators of a promotion, can lead to chaos, if it turns out that many consumers want that prize. Obviously the more recognized the brand, the more annoyances or joys the development of the promotion will cause, since the consumer who participates? Acquires a promise ?, acquires a coupon to aspire to something from his favorite brand.

As time went by, the consumer became more skeptical about participating in promotions. Depending on gender, age, social status, etc. You can be analytical, impulsive, or indifferent in your decisions to participate in promotions. That is why you must study it well and know who you are targeting. The type of prize, the perceived value, the exchange mechanism, the waiting time, among many others, are determining factors for the target to participate in the promotion. Many variables Brother Cell Phone List that become a difficult puzzle to put together. Additionally, you must add the objective variables that the company wants to achieve. For example: one of the most used objectives is to increase sales volume, another may be to improve brand recognition indicators, some brands may use promotion to publicize a new brand, sub-brand or differentiating packaging, etc. If the creator of the promotion cannot correctly calculate the balance point between the proposed objective and the prize that the consumer wants to obtain, then something will end badly. Investigate the target. It makes no sense to launch a promotion from the office arguing with some colleagues. The minimum that should be done is to conduct a survey with a representative sample to determine if the prize and the mechanics will be accepted by the target you intend to direct it.
Clarify in detail the objective that the organization wishes to achieve with said promotion . Return on investment times or metric objectives to move with the activity. And the most important is the scope of it, since there is no way to reach the amount of consumers that you always want, for this reason you have to prioritize and shoot the bullets with the objective criteria and not pretend to shoot everywhere. It is better to do something small that a group of consumers is ecstatic than that many denigrate the promotion and have a bad taste in their mouths.

Calculate in detail all the implicit costs . Advertising, BTL activities, purchase of inputs, incentive payments, taxes, etc. That allow the necessary scales to be adjusted to size and implement the promotion. Select in detail which is the ideal medium to communicate the promotion . Don’t be tempted to use a 360 communication plan for any promotion. Some promotional products and in certain targets can be communicated in much cheaper ways than in expensive means and thus channel those valuable resources for greater purchase of prizes to be delivered and mass the activity or to guarantee a better brand experience that leaves consumers ecstatic. .

Communicate very clearly the limitations and scope to the consumer to avoid feeling used or cheated. At present, unfair consumer practices have? Very short wings? and the repercussions for the brand will be seen in the short term. Create an experience with the brand , either during participation in the promotion or at the time of redemption of the prize. Nowadays, if the consumer does not feel “pampered”, who achieves an energizing and pleasant experience, it is difficult to participate in a promotion. Measure the promotion during its development to adjust the necessary details and not let it evolve without control since unexpected surprises can come. This includes collecting first-hand the actual consumer experience with that particular promotion.

Dan Brown’s latest novel, “Inferno,” was translated under the CIA’s own security measures. Eleven people locked in a bunker in Milan, permanently guarded, without a telephone or internet connection. Was this deployment necessary to guarantee secrecy? Like intelligence services or military Cambodia Mobile Database departments, certain cultural industries cannot afford to have confidential material revealed. Many people work in a Hollywood blockbuster, different companies in different locations on the planet, who must know how to keep a secret. The release schedule is very strict. A trailer leak can blow up the surprise. However, are those gaffes that the media constantly advertises as unofficial previews of reserved content true?

In November 2012, the first 36 minutes of the film “Harry Potter and the Deathly Hallows” were clandestinely posted online before the film’s release. Warner began to investigate the origin of the leak, while everyone echoed the news. Interestingly, the outcomes of these intellectual property  Brother Cell Phone List disputes rarely make it to the press. Whether these leaks are true or false, their ultimate effect never seriously undermines initial promotional strategies. Quite the contrary. The disclosure of content without the consent of its author, when it comes to intensely awaited works, has become part of the marketing campaigns of the premieres. In some sectors, this strategy is repeated so frequently that it becomes boring. Does anyone think that “Random Access Memories”, the latest Daft Punk album (UK sales record) was released early because it was rumored to be available on illegal download sites?

When presenting a production on a global scale, it is necessary to attract the attention of the whole world. Traditional promotion mechanisms have collapsed. Waiting for their turn in the queue, new book, album and movie releases await, ready to saturate the senses of the world’s population. Promoters are looking for alternative means to achieve an effect on their calls that is increasingly difficult to achieve. Faking a robbery may not be very legal, but is there something better to create suspense?

Currently and largely helped by the economic moment in which we are immersed, the use of discount coupons increases in the order of 18% -20% according to various sources consulted, but, we have an obligatory question, are they always the best tool? Are we not feeding the two-headed Bulgaria Mobile Database monster and it will end up eating us? The discount mechanics are very effective mechanics, but at the same time you have to be very cautious and be very careful when using them. The growing use of the internet is making this type of actions and portals increase day by day, which is leading consumers to be increasingly unfaithful to their brands and only buy them when they have a discount. In which cases should a discount / refund mechanism be used for all or part of the amount of the products?

They must always be used in short campaigns.
To meet very specific short-term objectives. Rotating a reference in a strategic period, encouraging the testing of a new product, temporarily breaking the difference with the distribution brand and / or the competition, .. Another very important aspect is the amount to be reimbursed. A campaign with greater economic attractiveness is always more effective, even Brother Cell Phone List if the scope is smaller. You have to think that the consumer only sees the benefit that it brings to him in particular. If the incentive is not enough, you will not get the desired effect. More and more brands are basing their promotional policy on continuously offering discount coupons for their products or services. But, we should ask ourselves if these short-term benefits are really benefiting brands or just consumers and intermediaries.

Converting consumers into “dependent coupons” can put their image of the brand at risk, as well as the future of the brand and even the company itself. The abuse of these types of promotional tactics can have a boomerang effect totally opposite to the desired effect. The company itself runs the risk of becoming a “dependent coupon”, since to sell its products it has accustomed its consumers to these constant discounts because without them, it does not sell. Companies have at their disposal many other promotional mechanisms, incentives and communication tools that help meet sales objectives but also add value to the brand. According to the latest study published by Havas Media Group, Meaningful Brands 2013, brands must become “relevant” for consumers, to succeed. “In Spain, 86% of citizens believe that brands should contribute to improving our quality of life and only 36% trust brands. Devastating conclusion: They would only really miss 11% of brands if in a future will disappear from the market. ”

So when planning our promotional strategy, “The discount” must be an element to be used on time. But we will have to work on mechanics and promotions that give “Value” to the brands at the same time that they help sell their products. It is essential that the brand’s communication line is aligned with the promotions and incentives offered in order to create real brand value for the consumer. This is why each company, each product and at all times must develop an action tailored to help meet specific and measurable objectives.

A product launch consists of a series of tactical communication and advertising activities. The main objective of these activities is to communicate to the market about the existence of a new product as well as its properties, at the Brazil Mobile Database same time that it begins to transmit its position in relation to the needs of customers and possible competitors. The launch of a new product is a process that aims to introduce said product to the market. Many of the problems that can be generated with a product can be caused by poor planning or execution of a launch plan. It is always necessary to define launch objectives, desired results and indicator in order to monitor success.

It should always be kept in mind that the launch does not represent the end of the development, but the beginning of the sale. Once a product has been launched, it is necessary to have control over the indicators set in advance to determine the objectives achieved and those that need to be worked on. Launching is just the beginning of a process that needs to be completed later. Immediate control of the effects of the launch and its evaluation to verify results is essential. Without proper tracking, much of the spin effect can be wasted. Launching a product requires perseverance and proper planning, organization, direction, and control. The product must be considered in a way that it can meet the needs of consumers, it must perform reasonably well, and produce a profit. Despite a market strategy being developed, if the product is not good enough, its chances of success will be limited.

The right time to launch a product depends on external and internal factors. Internal factors include having an efficient logistics and distribution system, having a pool of trained salespeople, and a flexible marketing plan that includes all the elements necessary for success. It is also very important Brother Cell Phone List that the market is properly selected, this means knowing the people who will eventually be able to purchase the product or service and when they will. Mobile marketing can also be used as part of a product launch. Mobile marketing can be defined as the activity dedicated to the design, implementation and execution of marketing actions carried out through mobile devices.

Mobile devices have some advantages since they are small digital media, easy to use and handle, which allow their transfer to any place without difficulty and whose consumption is done without the need for an electrical connection. The most recognized mobile devices are cell phones, iPods, portable consoles, GPS navigators etc. The main mobile marketing actions [that can currently be worked with are mainly the development of communication campaigns consisting of sending SMS or MMS through mobile devices, either informative or promotional, In addition, communication campaigns can be carried out consisting of the use of mobile devices as a means for people to participate in promotions, contests or raffles that have been previously announced in other media such as radio, press or television.

In these times of economic crisis, the use of discount coupons has been and continues to be the most used resource by FMCG marketing departments as the star promotional action to meet or approach sales objectives year after year. However, the IRI study “Pricing and Promotion in Europe FMCG” highlights that the effectiveness of promotions Bolivia Mobile Database has reached its inflection point and large manufacturers are re-evaluating their promotional strategies. A fact that shows this is that, while the volume of promoted product increased by 2.7% in Europe (2.5% in Spain), sales only increased by 1.7% in Europe (1.6% in Spain) , until mid-2013 The study concludes that the pure and hard-priced promotions no longer bring benefits to either the brand or the distributor and the great challenge is to persuade the consumer with new promotional actions that generate better results, among others, actions promotional that serve to regain brand loyalty.

Price promotions have been an important part of the marketing mix, but in the last 5 years the number of products sold in promotion has increased and already represents 40% of the sales of branded products and only 42% of consumers have a brand in mind before going to buy, according to a survey by Bain & Company and Kantar Worldpanel 2012, which Brother Cell Phone List is clear evidence that brands suffer a very significant erosion of branding and manufacturers are losing more and more strength on the shelf. It is logical, since saving has become one of the fundamental values ​​for the consumer in times when uncertainty is high and the decrease in income is marked. Any consumer tries by all means to save money on his daily purchase.

The use of coupons can work well to attract new customers, to invite a new consumer to try a product or service at a fantastic price that you cannot give up and for which you prefer to your competition. But the massive and indiscriminate use of coupons as a loyalty action is absolutely discouraged since it implies a continuous degradation of the value of our product through continuous discounts. It has been written and said many times before that excessive offers and promotions are counterproductive for brands in the long term. A regular customer will never be able to understand that access to a discount is generalized and accessible to anyone. What can be done then?

REWARD, reward for being loyal, for buying my brand over and over again, which is the idea of ​​a Loyalty Program. A coupon is a one-time reward only for the next purchase. The idea is to reward in the next 5 or 10 purchases. With this you increase the value of your proposal, of your brand. A coupon detracts from your proposal, reduces the price for very little effort, is easily affordable, is short-term.

A reward for future purchases, cumulative, knowing that I am being rewarded more than another customer who has just entered the circuit later than me is rewarding and motivates to continue The pure and simple price discount results in a constant and real devaluation of the brand and the product. The client of a Loyalty Program basically asks for exclusivity and to be treated with some kind of deference or advantage. According to a study by MaritzLoyalty in the US, Loyalty Programs have become a very important aspect of the marketing mix and of the consumer experience with brands: 71% American consumers are enrolled in one or more loyalty programs 57% American consumers modify purchasing patterns to maximize the benefits of a loyalty program 80% think that participation in programs is worth it. Other data that reinforces this idea is a recent survey carried out in the UK and where 58% of English consumers prefer a prize or reward in a loyalty program compared to 45% who prefer discount coupons or lower prices. The goal of a good Loyalty Program is to maintain and grow the value of our product to ensure customer loyalty.

After a crazy day I just got home to continue working. There are many things that we commit to after a long day at work that we must resolve before giving ourselves, if we can, a few hours of rest. Who says that Spaniards work Benin Mobile Database on average less than Europeans? As they say on land # pamatarlos . As usual, I open the mailbox. There are fewer and fewer invoices, most companies invoice electronically. What if I find myself more and more every day is more propaganda, more publicity, more discount coupons. What do I do? Well, the same as most of the readers of this article. I throw everything in the trash can that is next to the elevator in the portal.

What do I think? Well, as a marketing professional and as a technologist, companies do not know that the investment will be a failure, that the impacts will be minimal and that the efficiency and ROI will be a disaster. So I have Brother Cell Phone List spent an entire afternoon trying to convince immobile businessmen. However, the discount coupon is one of the strategies for attracting new customers, not loyalty, most used today. Couponing in our commercial environment

The figures are absolutely staggering. In 2012 there were more than 250 million discount coupons that were “distributed” to the Spanish. We are talking about 40% more than in the previous year. These figures do not include local discount coupons, that is, those that come to us through mailboxes, windshields, or closer techniques, but only coupons disseminated through electronic means. This strong commercial strategy of attracting clients has had an impact. In 2012, about 50% of Spaniards used discount coupons and around 15 million people used more than 8 discount coupons, going for the first time to an establishment for their consumption.
Despite these figures or better, because of these figures, companies have been convinced that the massive use of discount coupons is a wrong marketing strategy, and for several reasons: Although it can be used to attract new customers, the success is very low. The coupon customer is not loyal at all, only loyalty to new coupon offers.
It is an affront against the loyal customer who observes a differential treatment compared to the new customer.

Despite this, discount coupons continue to have a constant growth of around 20% per year, the marketing strategy for the use of discount coupons has been modified in recent years, based on:
To be used in campaigns of very short duration.
Have a very high rotation of the offer associated with the coupon. Discount coupon problems What seemed five years ago was going to be the panacea of ​​marketing has become a real strategic dilemma for companies today, for one or more of the following reasons: The high amount of the offer that users find, both on paper and digital. The high cost that companies incur in hiring their services with digital coupon service companies. The low rate of customer loyalty for the use of coupons. The poor measurement of the results of the campaign by companies. The low use of coupons in relation to their issuance due to problems derived from their conservation, loss and use or exchange.

The consumer is the king, he is the protagonist in any marketing action that is carried out. The digital age has changed the rules of the game. The Internet and social networks play a determining role in any marketing action that is undertaken. The relationship between brands and people has been altered. A new consumer is strongly emerging who asks brands for honesty and clarity and does not accept deception. From the passive and naive consumer of the traditional marketing era, to the incredulous and active one who acts, protests, joins with other consumers and gives their opinion. If in the advertising world it is no longer worth telling anything, in the promotional world you have to do things very well to avoid a crisis that can ruin the reputation of a brand in a very short time.

Poor planning of a promotional action, an error in its management, a change in the rules halfway through, leaving participants without incentive due to lack of budget, misleadingly communicating what the prize consists of or not answering any doubts about claims the consumer who has not Belize Mobile Database participated correctly in accordance with the legal bases of the promotion, causes disappointment, distrust and disappointment in the consumer. The consumer is not stupid, he reacts, joins in and once the crisis reaches social networks it progresses so fast that it is already very difficult to control it. Having a good reputation online is expensive, but it is a good investment because it pays for growth. But be careful because it costs very little to lose it and the consequences are very negative. They can ruin a brand. And although the reaction is quick and immediate, it may be that it no longer arrives in time, …

The great challenge for brands and manufacturers is to carry out the best promotional actions, the most profitable and effective for the customer, but above all, the actions in which all loose ends are tied, that what is said is fulfilled, that governed by what is established in the legal bases. Make a correct estimate of the real target units / volume of sale during the  Brother Cell Phone List promotional period. Communicate the promotion , in the promoted product itself and if this is not feasible, it must be as close to it throughout the promotional period. As a consequence, the product with promotional communication must be on the shelf from the very beginning of the promotion and must disappear once it is finished.
Communication must be clear, from the first reading by the consumer, before purchasing the product . The incentive offered, its limitations, the dates of the promotion and the essential requirements stipulated in the legal bases must be very clear. Offer incentives / prizes whose enjoyment mechanics are simple for the consumer. Once a consumer wins a prize, it must be delivered as quickly as possible so that they can enjoy it.

Offer an accessible participant service . It must be as easy to make an inquiry or claim for a promotion, as it is to participate. Although the instructions are clear, there is always a% of participants who have doubts when it comes to wanting to participate, so there must always be an agile channel in which their doubts are answered, as well as any claim that may arise. arise. The legal bases of the promotion must be followed to the letter from the beginning to the end, no “exceptions” should be made, nor change the rules of the game, since they run like wildfire on social networks and this can generate totally uncontrollable chaos.

Coupons are an important incentive when buying. As reflected in the survey by The Integer Group and M / A / R / C Research, almost half of consumers (44%) admit that they take these types of discounts into account in their purchasing decisions. A relevant fact is that these coupons reinforce Belgium Mobile Database brand loyalty. Customers preferably use these coupons to buy products from brands they already know. This is how 66% of those surveyed refine it. When it comes to evaluating the use of coupons, 68% mainly value the discount it offers. An advantage that takes precedence over whether this coupon can be used in any store, or its validity period.

The survey data also shows different goals for consumers when using these coupons, depending on their purchasing power. Thus, households with higher incomes are not so concerned with obtaining the greatest discount (43%), but rather with obtaining higher quality products. For Brother Cell Phone List their part, the main objective of consumers with more limited resources is to save (65%); rather than enjoying the best quality (56%). Who is the most adept target audience for coupons? The study showed the great enthusiasm on the part of young people between 18 and 24 in taking advantage of the coupons. In addition, they bet on buying products from well-known brands.

Another aspect to take into account when analyzing the use and use of coupons is what type of coupons work best. Thus, the study indicates that those that are distributed in the company’s brochures and publications are the most demanded, followed by those that are inserted in the daily press. Printed coupons are still more widely accepted than those obtained online. However, the report sees rapid growth in mobile apps, though it has yet to overshadow traditional methods. This is especially important in the case of young people under 25 years of age, who consider it important to be able to conveniently redeem coupons online. Although all is said, in later generations this predisposition is hardly significant.

When it comes to buying technology within B2B companies, those responsible for this task actively seek information and content, in order to know in detail the different market options, their characteristics, and the practical application for the company. The Eccolo Media report has Belarus Mobile Database wanted to analyze what type of content influences these managers, as well as its relevance for the final decision. In this way, we have been able to appreciate the relevance of product brochures, or technical sheets, as the most demanded content. More than half of the respondents (57%) claim to have consulted this type of information, more frequently than any other.

Apart from the traditional brochures, 52% of the participants in the study claimed to have read commercial emails from suppliers in recent months, as well as white papers. The case studies were also present in this phase of  Brother Cell Phone List active search and comparison of technology, together with the content contributed by the competition (42%). For their part, eBooks and podcasts had less acceptance (24%). How much content do they need to make their purchasing decisions? The data indicates that half of the respondents (48%) only need between 2 and 5 pieces of content to have a complete vision of the product, and make their purchasing decisions. On the other hand, 25% need between 6 and 8 units, while only 4% consume more than 10. It should also be noted that only 16% are satisfied with consulting 2 pieces of content, to know the technological product that interests them.

Likewise, in addition to being the most widespread consumer content among these technology purchasing managers, brochures stand out as the most influential; highlighted by 39%. Next, the report shows the white papers (33%), case studies (31%), the user guides (23%) and the information on the competition (22%). The fact that respondents consume the same number of commercial e-mails as white papers stands out (52%); instead, they consider that the latter are, by far, more influential for their final decision (32% vs 16%). Therefore, in terms of content marketing, it should be borne in mind that consumption rates do not always represent the interest and utility rate for the audience.