Why the traditional mass-print point of sale marketing approach has lost its mojo.
If you’re a close follower of MRM Global, then this won’t be a new topic to you. The mass-print marketing ship has sailed, and it’s no surprise. Just like in other industries, technology is leading the way in transforming point of sale (POS) marketing for on-premise accounts.
In this week’s blog, discover why this approach has lost its mojo and no longer meets the marketing needs of your brand or accounts.
The traditional model’s ‘mass-print’ should be a clear indication of the problem at hand. When items are produced in bulk, the ability to customise your POS materials is lost. This results in a multitude of issues, many of which we’ll cover in this blog.
Ineffective point-of-sale (POS) systems can be detrimental to any outlet. One of the main reasons for this is the lack of customisation, which hinders the ability to target specific audiences. After all, what account would want to invest in a POS system that fails to effectively cater to their outlet’s needs? For some tips to local POS marketing success, check out our recent blog.
This rejection can lead to decreased sales instead of increased sales for your brand and customers, a decline in customer satisfaction and loyalty, and so on. But the big problem here is that the POS has already been produced in the tens of thousands, resulting in mass waste.
You’re a global brand executing marketing at a local level. Alcohol consumption and alcohol marketing regulations are vastly different from one end of the world to the other. There’s no universal law regarding disclaimer placement, sizing, and content display.
To put this into context, the compulsory legal text that must be displayed on point of sale marketing here in the United Kingdom is different to the compulsory legal text in the USA.
The mass-print POS approach is no longer cutting it for several reasons, one of which is the long-term cost to your brand, accounts, and the environment.
Are you still relying on a design agency to create your POS marketing? It’s time to reconsider. This outdated approach not only drains your brand’s resources but also wastes the valuable time of your sales reps and their accounts. The lengthy communication chains and slow turnarounds associated with the traditional mass-print process can negatively impact account satisfaction and loyalty. Moreover, the budget allocated to this inefficient process could be better utilised to achieve a higher ROI on your local POS marketing, just like our satisfied clients.
The ‘E’ in the room: The Environment
A common theme you’ll have probably noticed throughout this blog is… waste. Our research shows that up to 80% of mass-produced POS materials end up in landfill.
Our COO, Benjamin Walker, recently shared his thoughts on the problem.
In addition to the massive waste it generates, it’s important not to overlook the logistical nightmare it creates for both your sales reps and the planet. Shipping these bulk POS orders from a single print location across the globe results in excessive carbon emissions. This practice is far from sustainable. Additionally, consider the burden on your sales reps who have to transport large quantities of generic and ineffective POS in their cars. As we’ve mentioned before, why would accounts want ineffective POS for their outlets?
In summary, the traditional mass-print production model suffers from various forms of waste, including wasted time, money, and excess unused POS that ultimately ends up in landfill. This unsustainable approach has lost its effectiveness, especially in a time where sustainability is of utmost importance. After all, high-quality, customised POS marketing shouldn’t come at the expense of the planet, and it doesn’t have to.
Find out more: https://mrmglobal.com/contact-sales/