Think you are a marketing manager of a company which wants to execute its PoSM deployment at outlets across the country. Effectiveness of the campaign depends upon strong planning & resource utilization. However, In-spite of all the planning managers take into account, there are chances of goof ups & delay in timeline achievement of the campaigns which results in loss of opportunity. Here are few tips for your reference which will help you in effective execution.
1. Have a target retail list ready with you approved by stake holders: I have came across multiple brands who wanted to initiate a campaign for a specific period say 45 days in MBO outlets but they don’t have an approved list by stake holders. This results in following issues:
2. Get Your Outlets Enrolled Before Execution: Normally, brands want to deploy the campaigns on main outlets which have a major business impact on the sales & revenue. Which means those outlets are already doing business with the brand. Now, getting acknowledgement from those outlets in advance before execution will result in effective merchandising. Following issues may occur without this:
3. Cost & Benefits Analysis on Location of Production of Material: Brands tend to hire central vendors to maintain the uniformity in quality of PoSM produced. They plan to produce the PoSM centrally & dispatch it to different locations. However, it may lead to many issues in case of large scale of deployment. We need to plan our production well in advance basis media specification fixing & freezing production rate cards. Followed by audit plan & supply chain plan for the PoSM material. Failures in this may lead to following:
5. Set Material/PoSM Deployment Guidelines: As a brand custodian no-body wants to deploy PoSM material at a place which have low visibility or relevance. A poster deployed outside of the store but at an eye level will have no impact for brand. Simultaneously, a poster deployed inside store but not on an eye level will be with a least relevance for brand. So, freezing guidelines for the deployment of PoSM material are of utmost importance. We can plan guidelines in two ways:
6. Training: Before execution in market FOS should be trained well in advance about the deployment & the reporting procedure. In marketing everything is depending upon presenting what is executed on ground. Any miss in this will lead to many issues which may create chaos later at the time of execution.
7. Have Strong & Authenticated Reporting Mechanism System: Brands usually face issues in terms of real time reporting & authenticity of reports shared with them by field teams. Sometimes it may happen that reports are forged & not validated to show extra covered numbers of outlets. It happens to cover up the goof-ups done by field team or to earn extra without actually visiting those outlets.
For more discussion and consultation on this you can always contact us through our Contact Us Page.