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The Power of Beverage Sampling - See It, Sample It, Buy It

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The Power of Beverage Sampling - See It, Sample It, Buy It

Recently I stopped in to my local Kroger’s to pick up some Yuengling Lager. When I got to the beer section I noticed a tower-display of a new beer, Bud Light Platinum. I picked up a $5.99 six-pack and forgot about Yuengling.

For $5.99, I was willing to take a risk because the worst that would happen is that Platinum would be just another repackaging of Bud Light. In other words, for a brand I knew, at a price that was within my expectations, I was willing to take the risk and buy it without knowing anything about it. 

On the other hand, I am unlikely to buy an untried $20 bottle of wine without someone recommending it, or reading about it in a wine-related publication, or sampling it myself.

Sampling has become the best way to sell more consumer packaged goods (CPG), like wine. If you’re a wine supplier, you want to make certain that your customers (the distributors), and their customers (the retailers), and their customers (the consumers), perceive a relatively low risk in purchasing your product.

Reducing the Risk

Sampling is an excellent way to reduce a customer’s perception of risk; and suppliers, distributors and retailers alike have come to realize this.

In response, Friday night in-store tastings have given way to “Wet Wednesday“ samplings, and “Thirsty Thursday” tastings, where shoppers can taste to their heart’s content for 25 cents a glass – with plentiful, free hors d'oeuvres.

Our customers, the wine distributors, sample their retailers to convince the store’s wine buyer to pick up the new “hot” wine. They say, “A taste is worth a thousand words – or multiple media buys.” In short, a sample is better than even the slickest ad in Wine Spectator.

The explosion of the number of new beverages in general, and the new flavored and function waters specifically, has also been a reason that the water category has turned to sampling as a way to increase sales. Shoppers, given an ever growing number of options from which to choose, are unlikely to risk their money on something they haven’t tried (or tasted) – especially if they’ve never heard of it before.

I was willing to try Bud Light Platinum because of several factors:

• The location in the aisle of the Point-of-sale display (POS placement)
• The sexy dark-blue, barely transparent glass bottle (POS attractiveness)
• The price (within my expectations) and
• The brand (Bud).

Without the name Bud, the risk would have been higher, despite the placement and attractiveness of the POS display. And without the known brand name, the price would have needed to be lower, or I would have had to sample it.

The Shift to Sampling

Clearly the marketing of many products – especially beverages – has shifted away from traditional advertising, and moved to a mix of POS signage and displays and sampling.

If you are a manufacturer or distributor of consumer goods, you may already know the value of sampling in increasing brand awareness and product sales. But before you spend a lot more  money in this area, consider the following:

>> Do you have the tools in place to track, measure and manage your product sampling activities, and correlate these activities to sales results?

Click here to learn more about our Product Sampling Software:

Beer Business Daily Predictions – The Impact on POS Marketing

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Beer Business Daily Predictions for 2012 – The Impact on POS Marketing

In a recent edition of Beer Business Daily, Harry Schuhmacher discusses “What’s in Store for 2012?” While primarily focused on the beer industry, Schuhmacher’s predictions for 2012 have relevance to a much broader audience. So whether you’re a beer, wine or spirits distributor or a supplier, there’s much here to learn.

Schuhmacher predicts:

• The economy will improve in 2012.
• Unemployment will fall below 8%, and when that milestone is reached there will be an increase in demand for domestic premium beer.
• Prices will increase 2.5%, but as unemployment decreases, there should be an increase in demand for virtually all beverages and consumer packaged goods. 
• An “unprecedented” increase in both the number of new packages and brands from the big brewers. 2012 will usher in a myriad of new packages and products and there will be more choices than ever. 
• A-B and MC will be “actively courting craft brewers while also coming out with extensions of their craft brands.” Also “2012 will be the year of cider.”  
• Additionally – and this is the one that really caught our attention  – “A-B will accelerate efforts to source cash from wholesalers through pushing costs down to them (like truck decals, printing POS, and freight).”

Our Customer’s Perspective

In 2011, the president of one of our customers, a mid-sized A-B distributor, told us that A-B was “pushing more and more cost items down to them – like printed POS.” Schuhmacher’s prediction was coming true before he actually made it!

According to our customer, “OnTrak’s product, SignTrak, started out as a software application that helped us manage our sign shop work flow; but today SignTrak has become a tool to manage cash flow.”

So Schuhmacher’s predictions confirm our customer’s reality: More SKU’s, more and more pressure both from the suppliers and from the wholesalers’ themselves, to add brands.

OnTrak’s Perspective

From where we stand, all this predicted growth is music to our ears. As we all know, POS Marketing works. It’s the best way to take primary promotional initiatives directly to the shopper, especially in a tight but improving economy. POS turns shoppers into buyers.

To us this means there will be an even greater requirement for a POS tracking and management system.  Such a POS software tool allows a company not only to automate print shop operations but also achieve consistent cost management.  

With detailed analysis and reporting tools a company can obtain accurate business information, make better decisions and improve sales results. Armed with all this data distributors can demonstrate to suppliers the support that was provided for their brands and products, and accurately claim available marketing support dollars. 

Oh, Schuhmacher also predicts that “roughly 50%” of his predictions will be wrong.

But even if that’s the case, 2012 appears to be a year full of brand and product proliferation not only in the beverage industry but across the whole consumer goods industry.

Click here to learn more about our solutions:

Shopper Marketing: Change the Experience, Experience the Change

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Shopper Marketing: Change the Experience, Experience the Change

According to Vice President of Shopper Marketing at Coca-Cola North America, Diane Wallace, "Shopper marketing is the next big step in the evolution of strategic retail marketing." (See Note 1)

For a typical Consumer Package Goods (CPG) company, Shopper Marketing—sometimes called Trade Promotions (TP) or Marketing at-Retail—is the second largest expense item behind COGS; and it’s growing.

According to IDC Manufacturing Insights, the following items are included in the Top 10 Trade Promotion Management (TPM) Challenges:

• TPM spend effectiveness and the ability to measure the ROI remains low

• Most CPG companies are dissatisfied with promotional results – They know some percentage of promotional events are unprofitable, just not which ones

• They lack a good TPM tool

Bottom line they have no effective way to track, measure and manage their point-of-sale (POS) promotions.

OnTrak software is designed to take the guesswork out of POS marketing management and help CPG companies improve the ROI of POS promotions. Our tools provide the information that is needed to help companies more effectively track, measure and manage trade promotions –from ordering, through production, to placement, and removal.

Our reporting and analysis tools give greater insight into the profitability of marketing campaigns by measuring a promotion’s impact on sales performance. Once suppliers, distributors and retailers see how their POS efforts really work—or don’t—they can modify them accordingly and improve both the performance of Shopper Marketing initiatives as well as their sales organizations. 

Armed with tools from OnTrak, suppliers, distributors and retailers can answer the questions, "What was spent; Where; and What was purchased as a result?" 

Answers which must be known before an organization can set the foundation for Trade Promotion Optimization (TPO).

Note 1: Click this link to read the full article:

http://www.synovate.com/consumer-insights/experience-growth/issues/201007/

Getting Maximum Benefit for your Point-of-Sale Marketing Investment

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Getting Maximum Benefit for your Point-of-Sale Marketing Investment

Through the deployment of Point-of-Sale (POS) Marketing Management Software, consumer goods companies, as well as beverage distributors and suppliers, can begin to track, measure and manage their Second Largest Business Expense  - i.e. shopper marketing, trade-promotions, at-retail advertising (See Note 1); and begin to enjoy the benefits of the investment in these type of solutions, immediately.

Benefit #1 – Financial Control

The first benefit companies realize is financial control through the massive reduction in production errors and the elimination of material waste. Companies are able to produce more point-of-sale marketing materials without adding staff, overtime and equipment.

With POS marketing management software, your marketing materials are produced more efficiently and your ability to recover available manufacturer’s rebates and allowances is transformed from a time consuming manual activity to a quick, automated process. Bottom-line: Better control of POS spending produces improved cash-flow management.

Benefit #2 – Sales Impact Analysis

Once POS Marketing Management Software is implemented, the next benefit to be realized is Sales Impact Analysis (SIA). For some companies, the previously mentioned financial benefits are so compelling they fail to move to this next level.

What would be the value to your company to be able to understand the effectiveness of your at-Retail promotional spending? Or the benefits you would realize if you could measure the impact of a point-of-sale marketing campaign on sales results? 

Sales Impact Analysis is the most important benefit to focus on once you have achieved the financial controls benefits provided by these solutions. Without SIA it is virtually impossible to measure your promotion’s effectiveness and its sales impact.  As a supplier, if you don’t know what you’re getting for your second largest business expense, you can’t achieve the substantial benefits that come when you are able to forecast the probable sales impact of your upcoming at-Retail promotions. (See Note 2)

Final Thoughts

Since this blog happens to be published on the OnTrak Software site, you would naturally expect us to blow our own horn and encourage you to contact us to help you select one of our POS Marketing Management Software products. And you would be right.

One of the reasons we conclude most of our posts with self-promotion is that we have been unable to find other tools that perform the same functions and offer the same potential benefits.

When organizations like Consumer Goods Technology, IDS and Booz & Co., survey the top consumer good companies (and many of them are beverage companies), they list the following as one of their top 10 promotion challenges:

>> The lack of a good management tool to measure spend effectiveness and promotion return on investment (ROI)

Apparently our tools and solutions need greater exposure. These blog posts are one way for us to get our message out. I hope you will help us spread the message.

- - - - - - - - - - - - - - -

Check out the following references:

#1 - Consumer Goods Technology and IDC

#2 - Booz & Co.

How OnTrak Software Increases Sales and Measures POS Marketing ROI

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How OnTrak Software’s Business Intelligence & Reporting Tools Increase Sales and Measure the ROI of Shopper Marketing

Before we discuss how OnTrak Software products work to track, measure and report on the effectiveness of point-of-sale materials and shopper marketing promotions, we need to make absolutely certain we all agree on the following fact:

>>Shoppers make the vast majority of their retail purchase decisions in the store

Although billions of dollars are still spent every year on media buys, there has been an accelerating shift, toward at-retail promotions, and away from traditional broadcast media. This is due to the difficulty in placing ads that will actually be seen. Cable TV audiences have hundreds of channels to choose from, and a 40% DVR penetration - All that money to have your commercials fast-forwarded!

Consumer Goods (CG) companies, aware of the increased impact of shopper marketing, have expressed their need to measure shopper marketing’s ROI; but, many of these companies believe they lack the tools (or that there are no tools on the market) to help them determine which shopper marketing programs were the most effective.

OnTrak products can provide CG suppliers, distributors and retailers with the reporting tools that demonstrate the correlation between at-retail marketing programs and sales.  OnTrak products can also provide CG suppliers with ROI information by comparing the costs of the production of Point-of-Sale (POS) Marketing materials and the resultant sales.

Here’s How OnTrak Products Work:

POS Order Entry - The supplier’s or distributor’s representative, working with the retail customer, determines the POS promotional materials that would help stimulate the sales of a particular product or brand. Next, the promotional message, type and size of POS are agreed to and the representative selects information to be entered on an electronic order form. The form is then transmitted to the graphic design and print shop for production.

POS Production - Throughout the process, OnTrak software keeps track of every element of the POS and its costs. When the POS request has been approved, design begins. Once the layout is complete, the designer records the time it took to complete the design and the system calculates the design costs. During production, the time required to produce the POS is recorded and translated into production costs, and added to the total labor cost of the POS.  

POS Placement - When the POS is placed at the retail locations, a start date is recorded. Likewise, when the POS is removed, an end date is recorded. The system now has the capability to determine the length of time the POS display or signage was deployed.

POS Impact - Lastly, sales data for the item promoted on the POS is gathered for the same start and end dates as the display or sign was in place. It is now possible to compare sales data to the POS used to promote it, thereby providing a correlation and dependence between the at-retail promotion and sales.

What Our Customers Tell Us

OnTrak customers have told us that being able to track their POS allows them to finally control the POS process. Armed with that data, they can determine what type and size of POS materials are the most effective in providing a sales lift. For example, they have learned that for the promotion of CG products such as beverages, a few large signs may be much more effective in generating a sales lift than many smaller signs – and they have the data to prove it.

OnTrak customers also enjoy over a 95% reduction in POS reworks. The virtual elimination of errors typically pays for the OnTrak tool within a few months. The cost reduction alone is generally 2 to 3 times the product subscription costs, giving our customers a rapid ROI on the OnTrak product itself.

Click here to learn more about our solutions:

Beverage Sampling Increases Demands For More Control

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Beverage Sampling Increases Demands For More Control

Don’t let ramped-up sampling eat away at inventory control

When we think of beverage sampling, the first thing that most likely comes to mind is wine. Whether it’s a restaurant, liquor store or some other venue, using samples to increase sales of wine has been standard and frequent practice in the majority of businesses. But as we see the market being inundated with new beverages, such as beers from overseas and special micro brews, the sampling of beverages other than wine has become much more prevalent – if not expected in some circumstances.

In fact, a few industry publications note the increase in point-of-sale sampling as a trend that will only increase. The tight economic times are making it more appealing for suppliers, distributors and retailers to turn to inexpensive sampling instead of other less direct (and pricier) advertising campaigns. With marketing dollars less abundant these days, it makes sense to be more creative and fully utilize the potential that sampling brings. After all, it makes perfect sense that someone who tastes something they like is much more likely to purchase it (as compared to simply seeing or hearing about the beverage through signage, menus or other marketing material).

But throwing out samples and hoping for the best really isn’t a campaign, it’s a guess. And the increased sampling can easily lend itself to a loss of inventory control and tracking. Despite their popularity, the cost effectiveness of samples can be a problem if you don’t track information that delivers measurable results. If managed efficiently and consistently evaluated, sampling for various types of beverages can be become an integral and important part of the business.

But how does a business dive into broader sampling efforts and actually determine what sells more beverages? SampleTrak software from OnTrak Software can help capitalize on a business’s market share opportunities to get more from its sampling programs. SampleTrak provides detailed information, from what product or beverage was sampled and where, to who sampled it and the customer’s response—tying it all together to show how it correlates to sales. Once a business knows what’s really going on with their samples, they can leverage them more effectively.

SampleTrak is a paperless, Web-based software tool that provides a single point of control for managing the entire sampling process. The system helps to prevent losses of inventory and revenues by creating a detailed audit trail for receipts and sample distribution. Lack of documentation and uncertainty doesn’t have to be a part of the alcohol distribution business.

SampleTrak helps increase accountability with a detailed audit trail, and improve profits by allowing businesses to claim every dollar they are due from suppliers. Best of all, SampleTrak requires virtually no set up, installation, or training so you can be up and running in no time.

Click here to learn how OnTrak controls Sample Inventory:

Selling More Consumer Package Goods with Managed Trade Promotions

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Selling More Consumer Package Goods (CPG) with Managed Trade Promotions

Before we start this blog let me make a few assumptions as to why you may be interested in its contents.

Assumptions

1. You are a user or creator of point-of-sale (POS) marketing materials (aka point-of-purchase/POP, shopper marketing, trade promotions or marketing at-retail materials)

2. You use trade promotions because they work, and believe they turn shoppers into buyers; and if you don’t believe, you're fearful that your competitors do.

3. Your trade promotional spending is either out of control or you’re not sure of how much sales results you’re getting in return for the investment.

4. You work for a CPG manufacturer, a distribution company or a POS design and graphics company that produces POS materials.

Simple Wisdom

About thirty-five years ago I read the book "Small is Beautiful" by E. F. Schumacher.  

In summary Schumacher says:

• “Give a man a fish and he has a meal”; or,
• “Give a man a fishing pole and he can have many meals”; or,
• “Teach a man to build a fishing pole and he can feed himself and his family forever”.

At the time, this book was considered a “from the heart” economics book with a common-sense approach to economic thinking. Many economics professors didn’t like this book – they called it “simple wisdom”.

Let’s Go Fishing

So how in the world did I make the connection between trade promotions and common sense economic thinking? Here it is:

“If you want to catch fish, you have to cast your line where you think the fish will be.”

Or, put more relevantly,

“If you want to sell your products to consumers, you have to promote your products where you think the consumers will be.”

According to studies, over 70% of CPG buying decisions are made at-retail, at the point-of-sale, in the store, or “Where the fish are”, with all due respect to consumers. So if your goal is to sell more, your efforts to market and sell should be spent where the consumers are. Put your biggest worm on your best hook and cast out into fish-filled waters.

More Simple Wisdom

At-retail marketing is the basic “block and tackle” approach to generating incremental sales. If you fail at-retail, you may fail, period. If your goal is to sell more of your products, then trade promotions management should be at the top of your marketing strategy hierarchy.

But how do you manage and optimize your trade promotions without the tools to track and measure the impact and profitability of your current trade promotions.

Apparently, we need to know not only where the fish are, but also what kind of bait will attract them when they’re most hungry.

Final Thoughts

From a marketer’s perspective, the most significant paradigm shift over the past six decades is the change from few to many choices - We’ve gone from a few products per category to many; three TV channels to over three-hundred; and from analog to digital media. Because of the nearly simultaneous arrival of these increased choices, more shoppers seem to make most of their buying decisions at the point-of-sale.

The next time you are out “in the trade”, look around at the signs, displays, product placement, and product associations (bananas in the cereal aisle). Pay attention to trade or POS promotions. It’s “your bait” that helps “Feed a man or woman, and their family for a lifetime.”

As the title above says, you can sell more consumer packaged goods with managed trade promotions!

Click here to learn more about how OnTrak Software you can help you manage trade promotions to maximum benefit.

Why Beer Wholesalers Are Seeing the Power of Point of Sale Marketing

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Why More and More Beer Wholesalers are Taking a Look at the Power of Point-of-Sale Marketing

Our View from Booth 1126 at the 2011 NBWA Convention

We just got back from our fifth straight annual NBWA Convention and Trade Show. Each year these guys do an outstanding job, and this year was no exception.

For OnTrak Software - This was our best year ever.

We were overwhelmed with the interest in our company and our products. We met dozens of beer wholesalers and their suppliers plus our customers, prospects and potential business partners – All very interested in what we do and how we help distributors improve their business and sales performance through the management of Point-of-Sale (POS) Marketing campaigns (custom and permanent signs and sampling programs).

Most of the people we talked to expressed interest in at least one of the following OnTrak benefits:

• Cutting the cost of POS marketing - An expense item for them which seems to be out of control.
• Growing sales with better POS marketing campaigns – Many agree that POS sells beer, and great POS sells more beer – But some consider POS just a necessary evil.
• Measuring the impact and profitability of their POS initiatives - Not many are able to do this today, but wanted to know more about how OnTrak could help them.
• All of the above.

With hundreds of booths, we were honored that so many wholesalers took the time to meet with us.

We had about 8 hours of booth time over 2 days, leaving us with but a few minutes to make an impression on the beleaguered conference attendees.

We’ve been telling our POS Marketing Management story for many years. Why in 2011 did wholesalers want to know more about our solutions to help them track, measure and manage their at-retail promotions?

Here’s a summary of what beer wholesalers offered:

• Alcohol beverage sales have been down  - Most likely due to the overall economic downturn these past couple of years
• Costs are up - Products, warehousing, delivery, sales and promotional costs
• Competition is increasing – Presumably due to the proliferation of brands and consolidation of distributors

With these market conditions it’s not surprising everyone wanted to know how to get the maximum sales return on their ever-increasing investment in point-of-sale promotions. They don’t mind spending money on POS, if they are able to get a commensurate increase in beverage sales.

No wonder OnTrak’s products and benefits resonated with them.

Here’s our view:

While there are numerous ways to spend advertising dollars – A TV commercial, a newspaper ad, or a glitzy billboard – Both distributors and suppliers know that you have a better chance of turning shoppers into buyers at the point where the products are available  - In the store, restaurant or bar.

Given the current economic environment, increased competition and higher costs, advertising spend should be focused on where the customer’s money is spent first. So it is more important than ever to order, produce and place better and smarter shopper, in-store, point-of-sale marketing campaigns where shoppers become buyers.

So how do you create better POS marketing materials if you don’t have the tools to track, measure and manage those POS marketing campaigns?

Well with OnTrak software, of course.

A lot of people who came to our booth seemed to get that point. I wonder if it will catch on. I hope so.

Click here to learn how OnTrak helps Track and Measure POS:

How CPG Companies Fine-Tune Local Point-of-Sale (POS) Promotions

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How Global Consumer Goods Companies Fine-Tune Local Point-of-Sale (POS) Promotions

Remember the days when network television was the most effective way to get a marketing message to consumers - When companies such as Anheuser-Busch and Miller Coors had the size and scale to get the best deals for prime-time airtime on one, two or all three networks.

Today, with a cable audience divided among hundreds of channels and thousands of programming choices, prime-time network television is no longer the best or most efficient buy. Even cable choices can be far less effective today considering that DVR penetration is at nearly 40% – audiences simply fast-forward through advertising.

POS Works

On the other hand, when your targeted customer is in the aisle at the retail store where your products are purchased, they often actively seek “advertising” with point-of sale (POS) signs and displays. POS introduces them to new products, informs them of sale prices and promotions, and focuses their attention on your product and away from your competitor’s.

We all know that POS marketing works. But there are only a small number of companies that actually measure and manage their POS. The same is true whether it’s called Point-of-Purchase (POP), In-Store Marketing, Shopper Marketing or Trade Promotions (TP).

How do you know how well you are doing?

Surveys indicate that only 18% of Consumer Goods companies comprehensively assess and manage their POS initiatives. If you have the answers the following questions, then you are among the elite.

• What amount was spent on Trade Promotions, such as signage, displays and other collateral?
• What products were promoted, and over what period of time?
• Where were the promotions placed and who was the targeted customer?
• What were the results of the promotion and its effect on sales?

According to International Data Corp. (IDC) Manufacturing Insights for the typical consumer package goods manufacturer Trade Promotions (aka POS) is the second largest cost item on the P&L, behind COGS, and it's growing.

In a webinar * conducted by Consumer Goods Technology Magazine and IDC the Top Trade Promotion Management challenges for these companies include:

• The lack of a good Trade Promotion Management Tool to measure spend effectiveness and promotion return on investment (ROI)
• Dissatisfaction with promotional results – companies know some percentage of promotional events are unprofitable, just not which ones
• Inability to leverage prior learning or experience
• The lack of data accuracy and availability

Where OnTrak Fits

Here’s the good news, and hopefully you won’t keep it a secret.

Today OnTrak Software has the tools that enable you to track, measure and manage your promotional efforts and spending – all at a cost that will surprise you.

Three of our products, specifically SignTrak (for custom POS), PermaTrak (for permanent POS) and MenuTrak (for custom beverage menus) already have the ability to track what was spent; where and when the promotions were placed; and the incremental sales that were achieved as a result of the promotions.

With OnTrak, you have the ability to measure POS ROI; know what works and what doesn’t; and show you how to leverage your experiences with promotions.  OnTrak products help build a comprehensive data base that allows you to begin to optimize your promotional efforts.

Click here to learn how OnTrak helps Fine Tune POS Promotion:

* Reference - CGT, MindTree & IDC Presentation, “How Global Companies Fine Tune Local Promotions,” September 15, 2011

Using Point-of-Sale Marketing to Achieve Your Sales Plan Results

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Using Point-of-Sale Marketing to Achieve Your Sales Plan Results

Are you going to make your sales plan in 2011?

Are you concerned already about your 2012 plan?

Perhaps you should consider spending more time planning your POS strategy and tactics.

From a strictly sales standpoint, the ‘point of sale’ is the final place to make a branding impression; and the last place and moment you have to encourage a shopper to become a buyer of your product.

Look at it this way – It’s the moment of truth: 

• You have the retail customer in the store

• The product is either in the aisle or in their hand

• Your point-of-sale (POS) materials are in plain view

• All other things being equal – POS will either sell your product, or your competitor’s product

What’s it going to be?

Whether your ultimate customer – the retail shopper – buys your product or brand often comes down to several factors, Price, Placement, the Product and the Point-of-Sale promotion.

I’ll assume for this posting that we don’t need to discuss price, placement or product. Let’s suppose that your product’s quality and reputation is not an issue; that it has been placed within the “sweet spot” of customer's range of vision and that the product is competitively or appropriately priced.

That ought to be enough for your potential customer to make the decision to buy your product. Right? You already know the answer: You need, in addition to these other things, point-of-sale or shopper marketing to convert shoppers into buyers. Still not convinced?

OnTrak's Perspective - POS Marketing Works

According to a recent industry study (See Link Below), those consumer-centric (B-to-C) companies that embrace POS and make it an integral part of their marketing are growing 50% faster than their competitors. In addition:

• 90% of suppliers with advanced shopper marketing capabilities and programs report that a structured approach to point-of-sale marketing helps them meet retailer needs and boost their own top-lines.

• 73% of suppliers and 86% of retailers rated shopper marketing programs among the top four activities that deliver impressive ROI

Our view is that measuring and managing POS investments has become and will continue to be a key factor in determining how to increase sales and grab market share even in a difficult business climate.

It doesn’t matter if you are responsible for a single sales territory, a sales team spanning many territories or even the overall sales and marketing strategy and budgeting for the entire corporation. You need to maintain and increase your utilization and understanding of POS marketing.

The 'point-of-sale' is rapidly becoming the top place to invest marketing dollars. Suppliers and distributors alike must increase their activities at the shopper’s point of decision; and, those suppliers and distributors who do will win the battle at-retail.

Deloitte study “Delivering the Promise of Shopper Marketing", http://www.marsusa.com/newsletters/FinalShopperMktgCurrentClimateWhitePaper11_08.pdf

Click here to learn how OnTrak Products can help you achieve your business plan: