 primer impacto is specialised in providing field marketing services aimed at boosting client sales through Point-of-Sale (POS) activities.
Our mission is to help our clients to:
- Enhance product visibility (shelf position and product differentiation, windows and POS advertising material to reinforce TV communication)
- Collect information (product availability [out-of-stock items, number of facings and share of space], evaluation of position vis-à-vis competitors, promotional compliance and identification of opportunities to improve visibility)
- Reinforce store staff communication (training, detailing of products and launches, etc.)
- Drive sell-in (order transfers, reinforcement of special offers and new product launches)
- Reinforce end-customer communication and promote sell-out (encouragement of customers to test products whilst in-store, demonstrations and detailing of complex and/or new products)
Given the unique nature of every project, we define the optimal structure for each specific case, which combines flexibility and resource optimisation to maximise ROI. The most frequent types of project are as follows.
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Installation of POS displays and advertising material
- Installation and maintenance of POS advertising material (posters, large vinyl decals, leaflet dispensers, shelf talkers, shelf barkers, etc.)
- Assembly and dismantling of displays and other advertising supports
- Visual merchandising / window dressing
- Regular and sporadic campaigns
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Permanent merchandising teams
- Teams at local and national level
- Active management in team training, coordination and motivation
- Development and monitoring of partial and overall targets
- Development of ad-hoc software tracking tools
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POS Auditing (data collection)
- Point-of-sale features and advertising potential
- Number and condition of current advertising supports
- Photographic aids
- Store checks (display product facings, recommended retail price, etc.)
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Store staff training and detailing
- Extensive content on product features and sales techniques
- Management of support materials (samples, free products, testers and visibility material)
- Coordination with sales personnel to strengthen immediate sales
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Task force (hard selling)
- Sales support teams for peak-season campaigns or strategic product launches
- Project execution to achieve immediate results
- Support for wholesalers with/without accompaniment
- Management to respond rapidly to possible deviations (monitoring and weekly action plan, replacement staff, etc.)
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Sales force teams
- Sell-in development (orders, product assortments and promotions) and sell-out reinforcement (product availability and visibility, second placements and POS advertising)
- Active product management (variable remuneration, monitoring and constant improvement)
- Coordination with other agents (distribution, sales and marketing management)
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MysteryShopper
- Incentive-oriented POS visits
- Assessment of sales pitches and objections
- Support in developing scripts, training and results analysis
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Specialist store demonstrators
- Guidance for end-customers in product testing and selection
- Immediate sales target linked to remuneration scheme
- Reinforcement of store training in product and sales techniques (live demonstrations of successful models for replication)
- Reinforcement of product visibility and positioning at point of sale
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