Promoting your brand in store – why, when, how
If you have a product listed in a supermarket, I’m sure you’re very familiar with the buyer asking you to do promotions regularly; they certainly do play a part in growing your brand. Or perhaps you are looking to get listed in a supermarket and want to know what promotional support you should be including in your presentation…
…so how do you make sure you choose the right mechanics to deliver results for your brand?
Here, we cover the 3 main objectives of doing promotions, how you can achieve them and when it’s right for your brand:
1. GETTING NEW CONSUMERS TO BUY YOUR PRODUCT
This is about reaching more shoppers; you will often hear this referred to in terms of ‘% penetration’, e.g. the penetration of teabags is 98.4%, meaning that 98.4% of all households buy teabags.
Getting new consumers to trial your product – i.e. increasing your penetration – will be key to the success of your product in the early stages. You will need to make sure you have planned some promotional activity that will drive new consumers to your brand when pitching your products to the retailers. Ideas could include:
- Trial price (e.g. intro price £2)
- Sampling (in store or direct to consumers in the area – gyms, toddler groups, offices…)
- Competitions (e.g. try me to win x – to fit your brand values)
2. GETTING CUSTOMERS TO BUY YOUR PRODUCT MORE OFTEN
Now you’ve got these new consumers it would be great to grow your rate of sale by getting them to buy your product more often. You may hear this referred to as ‘frequency of purchase’ (FOP). Here are some ideas of the types of promotions that can deliver this:
- Coupons (e.g 50 off next purchase)
- Collectables (e.g. collect 5 wrappers to get a free x)
- Recipe suggestions/usage ideas
3. GETTING YOUR CUSTOMERS TO BUY MORE
Getting customers to buy in larger quantities is sometimes referred to as increasing the “average weight of purchase” (AWP), and along with frequency of purchase and penetration forms the “holy trinity” of how retailers promote products. Here are some promotional mechanics that will help with this:
- Multibuys (e.g. 3 for £5)
- Cross-promotions (e.g. buy x get y half price)
As your following grows, it’s important to bear in mind rewarding those buyers for their loyalty, in your promotional planning – many of the mechanics mentioned above that save them money will be doing that, along with e.g. % extra free packs. Rewarding these customers is infinitely easier if you are making connections direct through email and social media too.
We hope this has given you lots of ideas to work with when putting together your promotional plan; and remember, your in store support is only part of your overall campaign so don’t forget to engage direct with your end consumer, through email, social media, PR, your website, etc too.
If you have any questions at all or want help with your promotional planning get in touch with Jo at [email protected]. I have many years experience working in the food industry presenting to retailers and building successful promotional plans so am happy to help!