8 TIPS FOR SUCCESSFUL SALES PROMOTION

Commercial animation consists of promoting a product , a brand, a service at points of sale (large-scale distribution, specialist stores or department stores) or even at fairs or exhibitions with the aim of making oneself known – but above all triggering a purchase among potential customers.

This Brand Activation operation can take different forms:

sales advice;
tasting;
demonstration;
sampling;
couponing;
competition;
pop-up store (shop in shop).

But to be sure of having an attractive stand and above all to make your investment profitable, follow our 8 professional tips:

#1 The location

If you’re running a promotional campaign in a supermarket, your stand must be located close to the aisle where the rest of the product range is located—yes, this is essential to encourage additional purchases. You’ll also want to make sure your stand is highly visible: focus on high-traffic aisles.

For an event at a fair or exhibition, the best locations are most often subject to higher rates… It’s up to you to calculate whether this advantage is profitable, but above all, plan ahead!

#2 An attractive stand

Drama is a powerful ally for your sales! A well-designed promotional counter will be an excellent solution for capturing consumers’ attention and attracting maximum attention. What does “well-designed” mean? You need to create a shopping atmosphere with colors, lighting, displays, and POS—all while conveying a clear and visible message (brand, promotion, etc.).

#3 Briefed facilitators

Whatever the size of your operation, you will need the right staff:

trained in sales techniques , particularly in the technicality of products and sales pitches;
with clothing personalized to your brand (apron, cap, scarf, etc.)
involved , smiling, persuasive, in short, who demonstrate the best qualities to best represent your product or service. They must be true brand ambassadors!
multilingual , if your action takes place in a multilingual or border location.

#4 Unique promotions

To attract consumers, you will need to offer special offers : always on the lookout for a good deal, they will be receptive to price reductions, couponing , sales at cost price, bulk sales, sales, etc.

#5 Competitions

To avoid offering only price promotions, tap into another key: offering prizes. Contests, sweepstakes, and various gifts are an excellent way to attract customers to your point of sale. In return, plan to have them fill out a questionnaire to expand your database and better understand their behavior.

#6 Tastings or demonstrations

Try, taste, touch, smell… Your future customers like to be advised and even entertained. Allowing them to taste or try will set you apart from online shopping platforms. Commercial animation meets this need for point-of-sale experience , when the consumer becomes an experience shopper . A customer who sees with their own eyes how a product works or tastes it will no longer doubt your arguments. And will quickly decide to make a purchase.

#7 Digital as a spokesperson

To create a buzz around your operation, consider communicating it on your various web channels (blog, social networks, newsletter, etc.) – both before the operation (to attract consumers to the store) and after the operation (to interact with people who have indicated their presence on site). The idea here is not to have an isolated event, but to link this operation to your marketing strategy (to always better build customer loyalty).

#8 Promotional items

We often see promotional items at trade shows and fairs. However, even in large stores, personalized promotional items play an important role in your brand image. For promotional items to be effective, they must, of course, be in your colors and relevant to your brand and products. They’re an excellent means of communication if they’re original and useful, and their lifespan far exceeds that of a flyer.