And, how could it be otherwise, they appointed you responsible for the campaign and now you have to take charge of creating ideas for merchandise. Therefore, today we will talk about it, I will tell you what it is and I will give you some examples of merchandising.
What is merchandise?
It is a persuasion technique that plans ways of selling and promoting a product at a specific point of sale. Using settings, in the place where the final phase of the sales cycle takes place, an exhibition of your product is carried out in a different and attractive way, which stimulates the choice of it. Criteria such as environment, location, design and interactivity become fundamental.
It could also be said that the merchandise It is a contextual technique, since it works on innovative ways of presenting the product and seeks to obtain competitive advantages by optimizing everything related to the display of your product at the point of sale.
The interaction of marketing
In this universe everything is inter-related. The market is the point of sale where the buying and selling actions are carried out; Marketing is the set of techniques that positions your product and makes the customer recognize the need he has for it and the merchandise It could be defined as the marketing carried out in the market.
If you think about it, in the concept of merchandise We can see some features of the marketing of contents, since it approaches from the context, creates a different climate, creates a distance making us forget for a moment that we are carrying out a transaction and proposes a different experience that is to offer something without asking for anything in return.
Stimulus is a central theme in this technique. We start from the basis that human beings are extremely impressionable and in order for them to opt for our product we use persuasion, for that we have to create facts that stimulate them to start a dialogue with us. There is a whole science behind this idea that works with conscious and unconscious stimuli, be it from the senses to challenges to our intelligence.
Customer experience is the common denominator and what ultimately ends up tipping the scales. Feelings, the human touch, interactivity and art move us, they mark a different and fun moment in our routine. It is because of these perceptions that the market is transforming and focusing more on the human experience.
Examples of merchandise
I chose three examples to serve as inspiration and you can visualize some stimuli that were used in the campaigns that I will mention below.
1. Tasting merchandise
I start here because it is perhaps the best known type of action. A person hired by the brand receives customers from the point of sale where they are making purchases and offers them free samples of their product to be tasted. A linear, simple strategy that works very well. Basically, it is being present at the moment of the customer’s decision, knowing how to communicate, providing information and letting the product itself, through tasting, present its qualities.
And the anecdote that I chose is that of the Pepsi Challenge in the 80s, within the framework of the so-called “Cola War” (cola war). In many commercial establishments in my city, stands were set up where customers were challenged to drink a glass of Coca Cola and another of Pepsi without knowing which was which. I lived it, I did the challenge and I am part of the 57% that we said was Coca Cola when it was actually Pepsi.
It was a historic event because it became the central show for a few weeks, everyone trained at home, the queues to do the challenge were enormous, for a time the roles were reversed, the merchandise became the reason to go to the point of sale.
two. Spiderman Drink a coffee
This is an example that I love, because I am an admirer of the character. An initiative of the Marvel With starbucks company to promote the latest movie Spiderman and of course sell the best coffee. A perfect symbiosis, a world premiere and a global store.
Starbucks Company is what is called a coffee house, a place where the business is to serve and give options to lovers of this drink. It started in 1971 with its first store and in 2010 it already had 16,858 stores around the world. Their coffee is so good that even Peter Parker himself stops by every day to have a coffee before going out to fight crime. Oh no; I inadvertently revealed the secret identity of Spiderman! Don’t tell anyone. In this video you can see the merchandise.
3. Coca-Cola 0 is possible
I chose the third example because it is a merchandise of visibility at the point of sale, just because of the way the product is displayed, without extra costs, I think it is a good example of how much a good idea can save and, at the same time, encourage a person to choose your product.
Using a simple idea that was to relate the title of the movie release “Mission Impossible” with the concept it is possible to make Coca Cola without sugar with the same flavora design was created display of the product in supermarkets in the form of an inverted pyramid. Something that caught the attention of customers, because it seems to be impossible but it is not. In this image you can see the interesting visual effect that is achieved.
Well, it seems to me that now you have enough material to research and look for ideas to create your actions of merchandise. Remember everything we talked about, prioritize the customer experience, work on the context where you will carry out the action and think about the stimuli you will use to start the dialogue.
If you need any information or want to consult something, remember that we are always at your disposal to continue growing within the marketing.
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