Żywiec Group (Heineken) realized a very interesting series of local campaigns with very professional support at the central level (GLOCAL - think globally and act locally). Strong points of promotion:
- For the customer - clear communication on POSM materials; most importantly, the exhibition of a real prize at the place of shopping; the prize assigned to a specific store; simple registration on a dedicated www.
- For Sales Representatives - a universal and powerful tool for local negotiations, at the store level; no nuisance with urns and draws.
- For Heineken - interesting exhibitions in great places using a limited budget
- For the chain - promotion dedicated to my clients.
For improvement: it would definitely be better to display the prize on the lower shelves, because at 2.20 m you can simply not notice it.
To maximize ROI, each action of such should be monitored using modern exposure control tools based on image recognition such as PRO.Display.
