Blog - Grano — 21.10.2015 — min read time
An innovative printing house can become a significant supplier of in-store marketing solutions. Key Account Manager Annukka Pokki at Grano is in charge of in-store marketing solutions and their development, and she is a true expert in the field. She has 14 years of experience in designing in-store solutions, plus ample experience in bringing the in-store marketing to life successfully.
Which methods of sales promotion are trending in Finland at the moment?
- The environment in a Finnish store can be anything from a disciplined chain concept to a colourful marketing jungle. It is extremely difficult to stand apart in a store, particularly with chain concepts setting their requirements for in-store marketing. Visually impressive end-of-aisle promotions of high quality and additional sales slots are used to stand out from others. Informative campaigns and context marketing in particular have become increasingly popular. The consumer is offered as much added value as possible in marketing a product. Purely raising the brand apart is no longer enough. Digital marketing communications also have an increasing role in supporting in-store marketing.
Are brands now investing more in sales promotion, as media marketing is decreasing?
- With the decrease of resources available for marketing in general, in-store marketing is becoming increasingly important. The money is put where the decision to buy is made, while not neglecting the supporting effect of other media forms. Campaigns are planned carefully, and various virtual modelling methods can help design the campaign elements that best fit the store environment. Measuring the effectiveness of campaigns is particularly interesting, and Grano is constantly looking for new ways to monitor the success of various kinds of campaigns.
How is it decided which campaigns enter the stores?
- The brand will negotiate with the store chains on the materials, available space, and costs. We can participate by informing the brand about the operating methods of various chains and the kinds of materials that would be the most effective in the stores. The decision will be easier if we make a 3D model on how the materials would look within the store. We can show what the product would look like in an imaginary shelf, or show a virtual store model of a selected pilot store. Various chains have very different practices, and a plan that does not fit the chain concept can be rejected.
Are the manufacturers well aware of your existing product solutions, or are your campaigns based more on customised solutions?
- Our existing products for basic in-store marketing, such as different types of pop-ups, alarm gate covers or floor stickers, are well known. However, goal-oriented in-store marketing always starts from the individual needs of the customer, and the materials are customised based on the product, resale location and target audience.
- In-store marketing is a media with high competition and, in some cases, also severe limitations set by the chain. Therefore, standing out among the product group and the entire store must be considered when planning the campaign materials. We can, of course, take advantage of elements of successful campaigns, but the best effects are achieved when the individual requirements are considered already when planning the campaign. The duration of the exhibit, for example, should always be considered in selecting the materials. The solutions must maintain their high quality throughout the campaign, and they must be able to take any normal maintenance operations, such as cleaning and refilling.
Digital printing enables smaller product batches and faster delivery times, and you have made significant investments in digital printing. What kind of competitive edge does this provide you as a supplier of in-store solutions?
- The applications of digital printing include in-store materials, such as posters and price tags, that support day-to-day advertising. We can produce these materials for one store or an entire chain quickly and efficiently. For our customers, this means that they can react quickly to the local competitive situation by changing the price posters in their store, for example. Various customised offer and campaign materials can be efficiently produced.
- Grano’s strengths include the expansive expertise, excellent production machinery, and nation-wide presence. We do not offer the creative design for the first stages of product design, but we do have applied visual design, structural design, and our own printing production. These factors guarantee our high quality and speed.
Next, read how the Onnenpäivät (‘Lucky days’) campaign at the Stella shopping centre in Mikkeli raised noteworthiness to a whole new level.
Text: REINO LANTTO. Published in the Print&Media magazine 3/2015.
The original article can be read here.
