Retail and In-Store promotion Agency, malls Marketing | general trade marketing Strategy Govandi

We help brands to connect with consumers at the point of purchase – driving incremental sales, malls Marketing & general trade marketing Strategy creating new consumers and brand advocates.

At Fulcrum, we are experts in the indian retail environment. As a retail and in-store agency with an in depth knowledge of product sampling, retail promotions and product demonstrations – our nationwide teams can drive sales for your brands at the till.

If you’re looking to showcase your brand within existing retailer channels, or build a whole new audience, we can help you get there.

Our expert staff are experienced with grocery, FMCG, consumer electronics, motor, toys, health and beauty brands and all hold relevant Food Handling and food certification. As a specialist retail and in-store agency, Fulcrum holds full FSSAI certification.

We also provide branded sampling stands and merchandise production, uniforms, freight, storage and logistics to ensure a smooth rollout of your campaign.

With a focus on inspiring action in consumers and delivering actual results, we ensure that we build in measurement, reporting and amplification to maximise ROI for clients.

Speak to us about how we can help you deliver in-store sampling, retail promotions, product demonstrations, travel retail promotions, retail staff, brand ambassadors and retail events.

Small Business Brand Marketing:malls Marketing | general trade marketing Strategy Govandi

5 Tips For Taking Your Brand to Market

Part 1 of our Brand Basics for Small Business series, we covered the crucial first steps to setting up your brand. Once you’ve taken those initial steps and got your brand off the ground, the next stage is to start marketing, in order to raise awareness of your brand, build a customer base, and drive sales for your business. To help you get started, we’ve got five important tips for taking your brand to market.

Tip 1: Get your messaging right

In business, first impressions mean a great deal – so what your initial marketing communicates about your brand will shape the (usually lasting) opinion potential customers form about your brand.

Spend time developing clear, compelling brand messaging that succinctly communicates your brand, ties in with your brand identity, and is relevant to your target audience. Bear in mind that as your brand develops and grows, you’ll need to be able to continue delivering this messaging consistently across all platforms, so getting it right in the early stages is essential.

Tip 2: Choose the right channels

Small businesses are faced with a vast array of potential marketing tactics through which to promote their brand. From digital marketing to direct mail, the key is to identify those channels that are most appropriate to your brand – and are most likely to attract the attention of potential customers. This is where thorough market research (discussed in Part 1) is vital, as you’ll need a clear understanding of your target audience and what channels have the best chance of reaching them.

Potential marketing channels include email marketing, brochures and flyers, social media, event marketing and many more. For some ideas on using a selection of these channels successfully, check out our Guide to Becoming Marketing Active.

Tip 3: Provide clear calls to action – and incentives for following them

Whether your call to action is driving traffic to your website, encouraging email newsletter opt-ins, or increasing your social media following, you need to make this call to action as clear and straightforward as possible. Confusion or ambiguity is an immediate turn-off, so make sure you spell out exactly what people need to do and how to do it.

Behind every call to action, you need to answer the question that is inevitably on the minds of your audience: “what’s in it for me?”. By providing compelling incentives for performing the desired action, your audience is much more likely to follow your lead.

Tip 4: Go for the highest quality you can afford

While budget will always play an important role in small business marketing considerations, opting for cheap-looking, inferior quality marketing materials can do considerable damage to your brand in both the short-term and the long-term. At this early stage it’s important to remember that, as mentioned above, first impressions are critical.

Quality doesn’t just extend to the physical materials on which your marketing is delivered. Skimping on components like copywriting or design can be just as off-putting as cheap paper, so avoid cutting costs by doing it yourself. If price is an issue, consider taking a ‘less is more’ approach and focusing on doing a few key tactics well.

Tip 5: Know your goals from the outset

Before you commence any type of marketing, you need to know what you want to achieve from this activity. Once you’ve established a set of clearly defined goals, you will be able to identify the steps you need to take to achieve these targets.

When setting marketing goals, it’s important to choose targets that are achievable, as well as ensuring you are as clear as possible about your goals. Be specific about what each goal involves and outline timeframes for achievement to work towards. In addition, it’s vital to make sure your marketing goals are easy to track and measure.

While there are many other areas you’ll need to consider before embarking on a marketing strategy, taking time to focus on these five areas will provide you with a strong starting point on which to build.

Stay tuned for the final part of our Brand Basics series, in which we’ll be looking at how to maintain your brand in the long term.

We’d love to hear your experiences of taking a brand to market – if you’ve got your own tips, why not share them with the MIH community? Get in touch by leaving your comments below…

malls Marketing | general trade marketing Strategy Govandi

| malls Marketing enterprise Govandi

Marketing idea an tips , info , case study

THE DO’S & DONT’S OF SALES PROMOTIONS

THE DO’S & DONT’S OF SALES PROMOTIONS–Sales promotions are the lifeblood of brands around the globe  driving excitement around product launches, raising awareness of products USPs, and providing an edge over competitor brands.

Whilst they aren’t to be shied away from, it is worth noting that a badly thought out promotion can cause as many issues as they are designed to solve.

Take the Hoover free flights fiasco for example – a catastrophe that saw customers buying £120 machines to receive two free flights to America or Europe. It doesn’t take a genius to work out this would be a popular promotion. It was simple, the reward value was high, and the product was accessible. What the top bods at Hoover didn’t take in to account was ensuring the promotion also worked in their favour. By the time the promotion came to a close, they had racked up costs of over £50million, much higher than the product sales of £30million.

So what does it take to create a well thought out promotion? Let’s look at a few do’s and don’ts to get you going.

As the Hoover disaster highlights, a failed promotion impacts not just the bottom line but the brand reputation and ultimately its success – soon after the promotion, the European leg of Hoover was bought out by Candy.

If you can’t afford to cover all eventualities, promotional insurance or fixed fee mechanisms are available to fix your costs end to end.

Do… keep it simple

An overly complex sales promotion with a long route to redemption will leave consumers confused and irritated. Keeping it simple ensures satisfied consumers and increases the likelihood of retention. If you launch an overly complicated promotion, you may find yourself the subject of negative word-of-mouth marketing!

Don’t… be too generous

This doesn’t mean you can’t offer the headline prizes – just ensure you have calculated what you can afford to offer.

Tricks such as one large headline prize with lots of smaller prizes, or requiring consumers to collect tokens worth different values – such as the McDonalds Monopoly mechanism – allow you to make publicity waves whilst engaging as many consumers as possible and also manage your budget.

Don’t… confuse your customer

Keep the promotion in keeping with your brand, and with your values. To do this, you need to not just know your own organisation but also your target customers likes and dislikes.

Use this information to choose your prizes wisely, partnering with brands that share the same values as your own. Confusing couplings can end up deterring customers from purchasing your product and getting involved with your promotion.

Don’t… gamble on something you can’t control

Long story short, McDonalds’s promised customers a free Big Mac, fries, or Coca Cola for every gold, silver or bronze medal that America won within the 1984 Olympics. America excelled themselves, coming home with 174 medals in total – 83 gold, 61 silver and 30 bronze. McDonalds watched their costs sky rocket as the games continued, without any ability to control factors such as the performance of either home or foreign athletes.

Moral of the story is simple for this one – don’t gamble on something you can’t control. Keep your promotional control in house and easy to track.

See sales promotions done right here.

malls Marketing | general trade marketing Strategy Govandi

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malls Marketing enterprise Govandi, general trade marketing Strategy Govandi