2021-08-23

Brand strengthening at the POS

Brand strengthening at the POS
 
Author:
Sales and Marketing

In order to establish a brand, it is important to create recognition value. At the point of sale in particular, customers are more likely to take a product when they recognize it and, in the best case, associate something positive with it. This can be a personal good experience with the product or recommendations and reviews from others. Or even, and that plays a very important role, the potential customer has seen advertisement for this product and specifically goes to buy this product. But how can this be implemented in practice in our green sector? In this blog post we show successful examples and describe the general procedure.

The brand owner creates the requirements by drawing attention to the plant. This can be done, for example, through editorial contributions, an article or a competition in a well-known magazine, as shown here using the example of "Runaway Bride". With this contribution and the raffle in “Bild der Frau” the plant was able to attract a lot of attention. This attention and demand must then be picked up at the point of sale and create the recognition value there. We support you with the right products - labels, signs, displays or flags, the selection of POS material is large.

Consumer competition in a magazine
Consumer competition in a magazine

With an individual label on the plant, you can not only support the branding with the suitable layout, but it also provides space for further information about the plant, care instructions, recipe ideas etc. Whether stick-in label, label on a stick or hanging label, whether made of PP or paper on a wooden stick - we will help you to find the optimal label for your plant.

The right eye-catchers ensure a positive long-distance effect. Using the example of the Runaway Bride plants, a large bridal display attracts the customer's attention even from far away. After seeing the plant in an advertisement, the customer will recognize it here and may decide to buy it faster.

Runaway Bride at POS during market introduction
Runaway Bride at POS during market introduction

If you present your plants on tables, table stands or table banderoles are ideal; if the plants are on a CC trolley, we can offer, for example, top signs, pennants, front panels or side banners.

In addition, it is the advertising materials such as flyers, catalogues, take-away items, etc. that can round off the brand image. Nowadays, of course, a website and / or a platform in social media is also essential in order to develop a brand image, especially with the younger target group. Another example of a successful brand presence is the Pink Kisses carnation, which has meanwhile become an indispensable part of the green market.

Pink Kisses-branding and plant quality are going together
Pink Kisses-branding and plant quality are going together

No matter how you want to present your plants, there are multiple ways to support them with marketing materials.
We would be happy to advise you – feel free to contact us!

 

Author:
Luisa Gregg
Sales and Marketing
After graduating from International Business & Management, Luisa Gregg has deepened her knowledge of marketing activities and has been responsible for brand management in the green industry since then. Since March 2016 she has worked at Gregg Marketing as sales and marketing manager and writes regular contributions to this blog.