In today’s eco-conscious, cost-aware world, no company wants to overproduce Point-of-Sale material when launching a new campaign. However, even with the best intentions, mistargeted and unused materials are a reality of modern marketing for many organizations.
In order to reduce this wastage and produce Point-of-Sale (PoS) material that hits the mark with your target audience, brands – and the agencies that work with them – need to refine their approach to producing and distributing PoS collateral.
As a leading content adaptation platform provider, Elateral has helped hundreds of companies to improve the creation and execution of their PoS materials. Here are some of our top tips for reducing leftover PoS collateral in your next campaign.
Set clear campaign remits
Establish up-front exactly where your campaign will be executed, and who will be executing it, to understand what volume of collateral needs to be produced, and how many different versions are required.
You may need to work with regional teams to understand exactly what assets are needed; for example which core pieces can be easily translated, and which will not work in their locality.
Create a core campaign theme and message
Where possible, create one set of central assets that can be adapted for each region. As we’ve already mentioned, not every piece of PoS marketing will be applicable to every location in which you are running the campaign, but many core materials will be easily translatable across markets.
Not only does centralizing your PoS marketing strategy increase flexibility without adding more collateral, but it also reaffirms your international brand identity and go-to-market message.
Make it easy to work collaboratively
With complete transparency achieved at the creation and planning stage, the next part of the process to optimize its execution.
Store all your digital campaign assets in a single, online location, making them accessible to all those involved. Then create a brief for execution teams on exactly what materials are available, and for what purpose. This will stop collateral being underused as a result of instructions being lost in translation.
Track what works well, and what missed the mark
One core reason that PoS material is created and then wasted is that brands and agencies aren’t fully assessing the performance of each asset within a campaign.
Put reporting processes in place to analyze what assets were used, by whom and how often. This will quickly establish which materials you created that were not used, so any approaches that didn’t deliver can be eliminated from your next campaign.
Make the feedback process a two-way conversation
In addition to statistical analysis, encourage execution teams to provide feedback on how the number and type of materials can be refined further, from their experience of the campaign roll-out.
This is a valuable reporting mechanism to help save on costs and resources without jeopardizing the success of the campaign.
Improve the effectiveness of your PoS marketing with Brandgility
The easiest way to enable effective PoS material usage is to manage the production process from start to finish through a central content adaptation platform.
Brandgility can prevent any POS waste by enabling local markets to proactively adapt and order the exact materials that they need, on-demand. Contact us today to see how our technology will help you to improve results while reducing waste.