Having studied the in-store media market for the past three years Promotional Intelligence (P.I.) Director Lisa Nicholson made a strategic decision in 2006 to move the focus of the business from auditing of in-store promotions to the administrating and execution of in-store demonstrations.
“It was not an easy decision to make,” says Lisa. “It was never my intention to become involved in the world of promoters as I felt the industry was already over traded.”
However, through the P.I. audits it became quite clear that there was a niche for a strategical (vs. operational) driven in-store agency. “These days brand managers are spending more time creating their brand plans in advance and seek out promotional agencies as strategic partners as opposed to adhoc promotional companies to take forward the execution of their promotional activities. No longer is it about just taking a brief and going to the store to sell the product – as an agency you need to understand the product category, brand dynamics and outside influences to ensure the success of the overall campaign.”
The Promotional Intelligence philosophy is quite simple. Clients want to be assured of three things: firstly, that the brand will be represented in the appropriate manner (promoter training is key); secondly, out-of-stocks must be kept to a minimum to optimise sales performance of the brand on the promotional day; and lastly, to determine return on investment – was the money well spent? Should we do this again next year? How could we do it better?
Promotional Intelligence still offers brand audits and regularly undertakes POS compliance checks as well as keeping an eye on what activities are happening at the point of purchase.
P.I. is in the process of becoming BEE compliant and will soon be offering official SETA approved promoter training courses.
“More and more companies are realising that a well-trained and articulate promoter is the most effective means of getting a product noticed in-store and as a company we are absolutely passionate about ‘getting it right’ in an industry which is historically plagued by negative perceptions.”
Lisa Nicholson can be contacted on 031 266 8668.
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