-1.32DS Smith at the Tessiner Innovation Days
The Tessiner Innovation Days form an established institution for the European Confectionery Industry. They are the number one address when it comes to questions about future markets and innovative input.
More than 30 proprietors and managers from top brands met in Ascona from 5th to 8th April 2014. During the Innovation Days, themed “Setting the scene. My company facing the risk of brand burnout and changing codes in the market environment“, the participants discussed the presentations to find ideas that help to strengthen their own brands.
Secondary Placement at the Point of Sale
DS Smith gave a speech titled “Secondary Placement at the Point of Sale – Transfer the image of your brand to the P.O.S.”.
“Brands are successful brands, when they transport emotions. They are supposed to communicate a certain attitude of life to the shopper. Brands stand for values such as reliability and quality. This ‘image’ of the brand is set up using classical media, for example TV, radio or print media, often with a budget including several millions of Euros”, states Anja Röhrle, Marketing Manager of the D-A-CH Region, in her presentation.
Studies provide evidence that customers take up to 70 % of the purchase decisions spontaneously at the Point of Sale. It is also proved that an advertisements effect increases with the proximity in time between the advertisements perception and the purchase decision. So the closer the advertisement is to the shopping decision, the better.
Improving the brand image at the P.O.S.
Looking at the reality at the P.O.S., there is still a lot of potential to improve the “image” of the brand at the P.O.S. and to position the brand in a more emotional way, for example with a display addressing several senses. In addition, the connection between offline- and online-world at the Point of Sale will play a greater role in the future.
To experience display examples which clearly pick up the message of the particular brand and successfully transport it to the P.O.S. in an emotionally appealing way, convinced the participants to pay more attention to their own Secondary Placements in the future.
Our participation in the event contributed to intensify our relations to proprietors of well-known FMCG-brands from the Confectionery Sector. During personal discussions after the presentation, we were able to extend existing contacts and also establish some new important contacts.