One Blog |May 16, 2018 | POS Tracking Software
How To Get A Better Return From Your POS Marketing Investment
Denis Clark
Place Your Bets
What if you could go into a casino, walk up to the roulette table and put down a winning bet?
What if you could repeat this behavior every time?
Well, one thing is for certain, if we all could win every time we placed a bet, we would put the casinos out of business in no time.
Since it isn’t possible to know the winning bet, most folks who play these games of chance, tend to limit how much they’ll lose before they quit playing.
Of course, not knowing the winning number, hand, horse or football team doesn’t stop people from betting. However, serious gamblers do everything they can to increase their chances of winning. Perhaps this is why serious gamblers don’t play slot machines.
POS Marketing — Place a Winning Bet
Many beverage alcohol distributors don’t truly know exactly which POS marketing programs to "bet on", or which promotions will work to help them “win” with retail shoppers.
Most distributors create and place point-of-sale (POS) marketing materials with the basic understanding that they can’t win if they don’t play.
What has historically not been available to them are the methods to determine what it takes to “place a winning bet” at the point-of-sale.
POS marketing tools for tracking, measuring and managing POS campaigns and promotions attempt to take chance out of the point-of-sale marketing game by measuring and reporting on the efficiency and effectiveness of various types, sizes and placements of POS.
Unfortunately, most distributor methods for developing and utilizing POS haven’t kept up with the analytical tools that have come to the market over the past decade.
Considering the ever-rising costs associated with POS, this is confusing.
Why Distributors May Not Track Their POS Campaigns
Most distributors don’t employ POS marketing tools to enable the tracking, measuring and managing of their POS initiatives. Indeed, some distributors often use nothing more than pre-printed paper or tablet PC forms for ordering POS — and they stop there.
Perhaps they are unaware that there are POS Tracking Tools that will do for POS marketing what knowing the winning bet would do for them when playing roulette.
So let's dig deeper into these tools.
What Digital POS Marketing Tools Can Do For You
These types of tools not only manage the whole POS process from order, to production, to placement - They do much more.
They collect data about all your POS programs along the way.
As the saying goes, “knowledge is power.” And knowledge comes from the data that is collected by our POS Tracking Tools.
Armed with this collected datas these tools allow you to correlate your investment in your POS marketing campaigns to your sales results for all your company. In addition, you are able to sharply focus on the impact of a POS marketing campaign on the sales results with an individual retail customer within a campaign's start and stop dates.
This is why it is important to invest in POS Tracking Tools.
Our systems keep that analytical data for as long as you need it. We suggest keeping at least 25 months worth of POS campaign history. And we suggest that your back-office or order entry systems save the sales data for the same period of time so that the return on investment for a particular campaign can be calculated.
It should be noted that a POS tracking system will only deliver the benefits described above if your sales, marketing and promotions people who are involved in your POS initiatives also participate in the measurement and management of your POS marketing programs.
Getting the Real Value of POS Tracking
In some cases, after a company implements our software solutions they start out by only using them to order printed POS, or to control their POS inventory. This is just a small part of what our solutions provide.
We believe we have the best systems on the market for POS ordering and innventory control, and there is significant value by eliminating errors and reworks, as well as the streamlining of the POS process.
However, these companies are missing out on the real power and benefit of a POS tracking system.
Unless you get involved with the analytical capabilities of our software tools, you will lose most of the ability of knowing where, when and how much to “bet.”
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For more information on how OnTrak’s POS Tracking Software helps distributors track, measure and manage their POS Marketing campaigns click on either of the following two links for find out what we know about:
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To request a live, 30-minute demonstration of our POS Tracking Software, please call our product experts on 513-936-4041, or click the button and select the one or more products from the following list:
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SignTrak - Custom Printed Signs
MenuTrak - Custom Beverage Menus and Signs
PermaTrak - Permanent Signs and Display
SampleTrak - Beverage Samples and Tastings
*Integrated reporting and analysis tools are included in each of our POS Marketing software solutions
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