The prestigious European competition POPAI Awards Paris knows its winners. The winning projects, selected by an expert jury, were announced on September 15th in Paris.
Use the sales power of seasonal POS – emotions are on the alert, sales support and brand building in action
It’s no surprise that Christmas, Valentine’s Day, Easter, and other holiday seasons are specific and strong sales seasons for many products.
To launch Natura brand spring waters to the Slovak market, the Coca-Cola HBC company decided to use the sales area of the Tesco chain. The company Dago took care of promotion.
Two years ago, Marek Končitík, the new CEO of Dago, used the Covid situation to completely restructure the company.
A new display from GSK and its brands Odol, Corega, Parodontax, and Sensodyne will show you how to do good oral hygiene.
Wine ranks among the most popular alcoholic beverages of Czechs. In the Albert stores, they are therefore expanding the assortment of the private brand Sommelier collection and presenting it to customers in a new display.
Soft drinks represent a very comprehensive product segment. These include classic and flavoured waters, energy drinks, coffee, cola drinks, juices, and, last but not least, non-alcoholic beers, which are sought after mainly in the summer months.
This year, again, the energy drink brand BIG SHOCK! prepared a competition for customers associated with two summer limited editions of unique flavours.
Italians can enjoy life. Their food, summer drinks, and the positive atmosphere they can create around them are famous.
Did you know that most purchasing decisions are made at the point of sale?
LET´S NOT UNDERESTIMATE THE MILLENNIALS OR WHERE TO LOOK FOR EMPLOYEES?
Under the pressure of pandemic changes, our industry is now in Renaissance era.
Originally applied that experience in the industry, five years of work experience, management experience, college education, creative thinking, and enthusiasm for work were the basic parameters for hiring a brand or trade marketing manager into multinational companies. It has a reason. Such a person was able to create and coordinate marketing activities efficiently and quickly, he had a goal move. The more the experience deepened and the results evolved positively, the greater the value for his employer resulting in common loyalty.
I used to have a similar approach when hiring people into our company, but the market has been changing lately. Submitters seek and hire young people without experience for the mentioned positions. Often with an incredible interest in work, an effort to learn, and a completely different approach both to the branch itself and to the creation and coordination of the activities they are in charge of. While the previous manager would receive a clearly assigned task and process it based on experience, the millennial approaches the task differently. He wants to try something new, playful and functional, reflecting even younger and completely different shoppers. He does not copy previous realizations and often does not even get inspired by them. He doesn’t spend as much time at work as seniors, but his results are often very surprising and in many cases incredibly functional and creative – “out of the box”.
Personally, I´m being amazed so far! And I’m looking forward to the current Christmas season, which will be their first major output in the new normal; they will get a chance to showcase their creative and innovative approaches.
MATERIALS AND ACCESS ARE CHANGING
However, this year’s end will be in token of other changes in the sales area. We will notice a different approach to work. New material combinations are gradually coming to the fore, such as combinations of temporary and durable materials, forexes (rigid PVC foam board), which are cheap to produce and at the same time easy to install, or Plexiglas materials as well-thought design. Above all, there is cost-effective cardboard, which is intended for short-term displays, but today it is being used thoroughly and creatively from an aesthetic point of view. These materials-combining constructions are great for installation because they are practical and easy to handle due to their weight, while not unnecessarily increasing costs. They can be rebranded or moved from one event to another.
The amazing thing is that not only the materials but also the graphics and ideas have changed under the pressure of a new generation. We can notice, for example, the new Jägermeister display, where the deer head (instead of the hologram from the original older display) is depicted on an imitation of a painting on a canvas standing on an easel. We can see confectionery displays, the sides of which are printed with new technologies so that their ability to evoke taste is even more irresistible. For alcoholic beverages, we come across a display presenting, for example, honey variants of well-known brands, where honey-bearing bees will “fly” around you in the area. These are all ideas that are not so difficult to implement.Under the pressure of pandemic changes and shopping trends, our industry is in the Renaissance era, learning to think new, simple, and to transfer new approaches into realizations by innovations in graphics, design, and construction.
I´m really looking forward to more projects. These are currently waiting for us, for example, in the HORECA segment, where new implementation options are being sought, such as benches using solar power with mobile charging, or beermats with QR codes that link you to download online beer games as winnings on the spot, applications, which reflect recyclability and sustainability. Novelties are also waiting for us on the FMCG market. They won’t be so materially complicated, but they will be “crazy” and “cool”!
Author: MAREK KONČITÍK
OZVĚTE SE, POMŮŽEME I VÁM S PODPOROU PRODEJE A BUDOVÁNÍM ZNAČKY