Wednesday Wisdom: Sally Davis- Winning at Point of Purchase #10

Logobrand’s Sally Davis, continues her Winning at Point of Purchase insight series.

 

sallyDFairtrade? Changing Supplier & Transitioning

At Logobrand we are all about understanding our clients Pains and turning them into Gains and really understanding their jobs and targets.

We have provided some case studies to back up our suggestions and claims to give context to the series, but we don’t shout about ourselves like a lot of our competitors with claims of being the biggest, the best, No 1 etc. That’s just Yada Yada.

 

So let’s get down to the nitty gritty:

  • You’ve read some of the stuff and it’s provoked a thought
  • You are slightly interested in some of the stuff we’ve said and are interested in knowing a bit more
  • You have a question over your current supplier and if you are really winning at store level effectively

 

But…… you aren’t going to do anything about it as

  • You are tied into a contract
  • You are really busy & you don’t have time for this
  • You quite like your agency contact
  • You can’t really be bothered to go into the detail and OK is good enough
  • You don’t want to stick your neck out and put your head on the chopping block
  • You don’t want the responsibility of making a recommendation to change
  • You don’t want to RISK that something bad might happen
  • It’s not that broken so why try to fix it?
  • We’ll repeat – You’re really busy

You always find time to deal with a crisis though right?

Transitioning to a new agency is really very easy

  • If you think it’s time for a change, the agency really will take care of everything and it should not take up much of your time.
  • Understanding your trading position from your data will give them a good place to start.
  • You’ll be asked for basic things that you already have on file such as pack shots, SKU priority ladders, promotional & event planners, trade marketing planner , JBP information, Key metrics and measures
  • They will take care of the rest
  • It’s that simple.

The first three Winning at Point of Purchase tips can be found on pages 10-11 of FMBE’s Summer Issue and will continue to be shared as our Wednesday Wisdom for the duration of the Summer.

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