One part of my job is to create campaigns in-store. The campaigns shall create attention at the point of sale. Campaigns shall do something extra for the products; create added value for the shopper. I guess you all easily can recall how Coca-Cola offer you the chance to win a pair of exclusive skies, how you can win a trip to the sun with the chocolate bar Bounty, how you can win a ticket to the grand prix final by another candy product or how you can get a lottery ticket by collecting a certain amount of EAN-codes from the packaging of a throat pastille, and so on. There is a heave of different campaigns out there, all made to get shoppers’ attention. Companies compete about the few seconds that the shopper gives every product in store; how to get the shopper too see just our product. In more exact terms the reasons why companies create campaigns are making products more competitive at the point of sale, rewarding loyal users of a brand, attracting new users to a brand and/or developing more display and stronger trade relations.
For me, creating campaigns are one of the most interesting parts of my job but also a challenging one. How do we find the best mechanisms, can we be sure that the chosen one really attract shoppers in the decided target group, do we have the best suited rewards and is the campaign enough up to date? The challenge is to know the answers to these questions when creating a concept for a campaign, but that is the glance of it…
Right now Nidar have one big campaign that is up and running, Storplateopplevelsen. Take a look at the homepage http://storplateopplevelsen.no/ and get your own tickets to entertainment parks.
