Promises, promises⦠take to PoP instead

Sue Farr makes salient points about creating effective integration between brand and consumer (MW last week), but ironically omits to mention the most important form of integration – presentation at the point of sale.

The most basic customer facing situation is the one in which the brand meets the consumer in the sales environment, but too often it is overlooked in the clamour to make brand promises. As far as the consumer is concerned, whether a product is available and how it is presented is the key form of brand experience.

What is more, the growth of experiential marketing has sidetracked strategic thinking even further. As Farr points outâ consumers make their minds up by experiencing the brand in any number of mutually conducive settings. The problem is that it is all one-sided. The brand experience is more likely to focus on expensively bought creativity than guaranteeing an FMCG product is stocked properly, a drink is served at the right temperature in a clean glass or the store assistant has a passing knowledge of the product or service.

The other key point is that brands are often best experienced in the environment in which they are purchased. This is why consumers are in a particular outlet in the first place. As a specialist in on-trade distribution and promotion, I have seen countless brands generate high volume sales by winning shelf space and working pubs and bars through low-profile campaigns.

Big and shiny interaction may produce exciting marketing concepts, and even enthuse those consumers who experience them, but it does not come close to getting the basics right in terms of results.

Graham Abbott

Box Marketing

Stevenage

Hertfordshire

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here