CONTROLLING THE P.O.S. IN YOUR PLACE

FOR ALL RETAILERS

We all want to promote as many successful items as we possibly can. That’s just good business. It’s when the distributor or supplier rep begins saturating your bar and table tops with numerous pieces of P.O.S. representing unknown items that you, as a smart owner, must step in.
We have all been in accounts where the table tents and promotional pieces make it hard to put down your beer. In package stores, we have all seen the clutter of too many signs, as well as those which are no longer relevant. That’s not smart marketing. If the consumer is overwhelmed with information, they tend to shut down. That is the exact opposite of what we want, regarding the P.O.S. on the front line with the consumer. How do you handle this issue?

The answer is simple. As the person ultimately responsible for the success or failure of your business, lay down a few basic guidelines. Tell your sales representatives that YOU must OK every piece of P.O.S. placed in your account. Tell your salespeople, there is a limit on the number of pieces you will allow on tables, the bar, the cooler or the windows.

To answer the potential, negative reaction, institute a rotation system with your P.O.S. Make the time limit one or two weeks. At the end of that time frame, salesmen can replace the existing P.O.S. with another piece (approved by you). Additionally, ask some key questions about any new item, before buying it and placing the P.O.S. Is there major media backing the introduction? Are there any “permanent” P.O.S. pieces available? Are there any pieces that do more than just promote the product (chalk-boards, lighted magic marker-boards, etc.)? These are items that you can use to promote your place as well as the new product. Obviously, if an item being promoted by P.O.S. is selling well, keep that item and the P.O.S. piece in place.

By putting a guideline in place, and adhering to it, the result will not only be a cleaner, less cluttered look to your place but the new brands carried, will be limited to those with the best chance of success.

Remember, when all is said and done, you are the person in control of your place. The good distributors will work with you on this subject, as they know the way to win is by working with the retailers, not around them. Control your place. Promote items represented by the distributors who respect you and who work in a reciprocal manner.

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Don Apostolos

The Apostolos Pro Beer Post

973.692.9585

dapostolos@optonline.net