Know-How Exchange : Advertising/PR

Jeffrey,

I do not agree as your main concern should be consumers.Your product should be focused on consumer needs and all POS advertising has to address what your consumers value.Then you have to enhance the benefits consumers enjoy when purchasing your oils, be it health and/or taste and/or convenience benefits.

Regards

Adam

I'm a little bit confused by your question. If your goal is to boost sales of your product (cooking oil) in a Hypermarket situation, that's fine, and their are a raft of solutions to do that for you, but how do you propose to receive advertising fees at the same time? Keeping things singleminded, there are loads of things you can do that are out of the ordinary, like in-store demos, cook off, taste tests, creating theatre around the brand. Is their an advertising campaign you can hook your Point of Sale into? Is there in-store radio? Think about the customer journey from leaving home, arriving at the hypermarket, complimentary purchases, (what else are your prospects buying that they will need your oil to cook in?), to where your product is on shelf, and after that at the till, to give a reminder/second opportunity to purchase. I hope I've understood your question correctly!

hi jeffrey

What is your USP, why would one buy your brand leaving others? these needs to be looked into

anyway, great ideas by Holy City Rollers. my 2 cents are......

1. you can organize a Cooking Competition and sponsor that event. there will be categories and the oil used in the contest will be only your brand. there will be a panel of judges comprising of famous cooking experts/chefs and the winner will get a mega prize.

2. Organize a Cooking Demonstration at hypermarkets. you can bring in famous cooking experts/chefs or you can pick some of consumers who have just bought your brand or competitor brand. provide them with all the pre-cut ingredients and your BRAND. they will cook with you oil and promote your brand.

3. usually cooking oil is an important part of the kitchen purchases. so those are purchasers of cooking oil usually dont change the brands they trust in a whim. You can offer with your brand some other kicthen items like spices, other additives as a free offer to induce consumers. but this free product has to be of trusted brand name, basically riding on that brand's shoulder to induce your consumers.

hope this helps.

cheers!!