One Blog |February 2, 2011 | POS Tracking Software

Point-of-Sale Marketing — What, or What Not, to Outsource

Mark Fullerton

As we kick off the New Year, let’s hope that the early, positive signs in the economy, and the alcohol beverage industry, continue throughout 2011 and beyond.

In discussions with prospective customers, and while conducting numerous product demonstrations, we hear the same questions regarding print shop and graphic department operations:

“Should I outsource my graphics department?" and,
“What are the pros and cons of outsourcing menu creation and other point-of-sale promotional materials production?”

Perhaps you should be asking two other questions.

Is Point-of-Sale Marketing Critical to Your Business?

Despite the obvious similarities between Beer, Wine, Spirits, and other beverages distributors, there is no “one-size-fits-all” answer or strategy. Here’s why: What is perceived to be a core function by one company is considered a commodity service - non-core function - by another.

Simply put, only you or your company can determine the relative importance of designing, creating and measuring the impact and efficiency of your point-of-sale or at-Retail marketing campaigns and initiatives.

Our customers and prospects - alcohol beverage distributors from all over the US - typically tell us that POS, POP, and menus — whatever they call it — is a core function in support of the Mother of All core functions, sales. The ability to create custom promotional materials right now, and not next Tuesday, can be the difference between a sales lift or a sales drop.

Our customers say that their brand managers, team leaders, sales reps and customers depend on technology to keep retail shelves full of the right products along with their supporting promotional materials. And they want those marketing materials to be fresh, prominent and persuasive.

Of course, here at OnTrak, we’re biased. But if you’ve decided it is critical to your company, then we have software solutions to help.

Can I Outsource My Mess for Less?

Since a growing number of OnTrak customers have tried outsourcing and decided it didn’t work for them, they caution anyone who will listen that thinking you can "outsource our mess for less" is wishful thinking.

There is no right or wrong answer here. It's important to be sure you have all the information you need to support making the best decision for your company. Unbiased information which helps you understand the pros and cons of keeping or outsourcing your graphics and print operations.

We’ve put together a free white paper on this increasingly important subject. Click on the link below to have it immediately sent to you.