Guidelines for developing promotional materials - Sales Management

The trade buyer, consumer or user is normally only exposed to the promotional visual communication for a very short time, and must absorb the communication content and message and normally move to an action phase within that time. The basic selling principles of getting attention, creating interest,generating desire and provoking action should be applied to designing sales literature and point of sale material.



If sales literature is to be used in several trade channels, market sectors or markets, it is wise to keep sales literature straightforward, clear, concise, informative, meaningful and motivational. Good practice guidelines for the design and message communication of promotional visual aids include the following points.

  • Keep the message simple: avoid jargon or communicating message content outside the experience of the audience.
  • Ensure the choice of print shades and colours makes the message legible and impactful.
  • Focus design on impact and suitability of material/visual aid for designated location: ensure it is hangable, fixable orself-supportable if point of sale (POS)material, and of suitable size to make animpact without obstructing venue activity.
  • Promote the brand and the brand proposition at least equally with any supporting promotional activity (e.g. premium product) – avoid making the brand a secondary factor to the promotion except in the case of event sponsorships.
  • Focus on the brand benefits and additional promotional benefits that give area son to buy or try now.
  • Relate the promotion to product use venue sand use occasions in a way that promotes trial or builds brand loyalty: if premium items are being used (given free or offered at reduced prices) they should be synergistic with the product, e.g. if promoting scotch whisky perhaps use glasses, place mats with Scottish scenes, etc., or if promoting fire extinguishers possible premiums might include fire warning notices, smoke alarms,fire blankets, etc.
  • Design your sales literature so that it:
    • presents the product features or attributes clearly;
    • details the benefits to the users/consumers;
    • gives confidence in the supplier as source of quality merchandise and efficient after-sales service (highlight any sales and service support network);
    • identifies product uses and functions(often pictorially);
    • instructs how a product can be used(safely);
    • outlines product specifications relevant to the purchase decision;
    • illustrates the product, preferably in photographic rather than diagrammatic form;
    • presents information in such a fashion as to answer most user/consumer queries;
    • generates desire to the point where the potential buyer seeks a sample,demonstration or product trial, or purchases the product at once.

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