Like all brands marketing their products to the mass retail sector, you are no doubt aware of the evolution of point-of-sale displays to promote your products in your network's points of sale. Technology is providing manufacturers with new solutions, conveying a more modern and innovative image.
Could this be the end of the kakemono?
As we'll see today, you still have many - and very good - reasons to use this essential point-of-sale advertising tool.
So we're going to take a look at all of them, as well as finding ways of convincing your distributors to accept them in their stores.
But first, let's recall a few basics about kakemono.
Kakémono is a term of Japanese origin, literally meaning "suspended object", which originally referred to an artistic work such as a painting or calligraphy produced on a vertical canvas and stretched by a ballast. Today, the word kakemono is also used to designate these essential visual tools for Point-of-Purchase Advertising (POP ) or Point-of-Sale Information (POSI).
The kakemonos family includes :
Banners: versions differentiated by the shape of the arm with which they are held from behind: L-shaped for the L-banner, or X-shaped for the X-banner.
Now that the terms are clear, let's get down to the nitty-gritty: why is it still important in this day and age to invest in traditional POP such as kakemono?
We give you 7 good reasons to keep some in your merchandising budget.
The use of kakemonos or roll-ups allows your brand to be seen from afar. They can be positioned at the entrance to the store, or directly on the shelf where your products are displayed. Placing them in strategic locations maximizes exposure, with the aim of highlighting specific products or promotions. Guaranteed to reinforce brand positioning.
By highlighting special offers or discounts, kakemonos can influence consumer buying behavior by creating a sense of urgency or opportunity. They're also ideal for highlighting new products, and customers clearly associate them with the notion of discovery or bargains.
Kakemonos are generally easy to assemble, install and move around, allowing greater flexibility in their use to adapt to a brand's promotional needs. They're also a simple, mobile solution in the event of changes to your sales front or deployment in new outlets. In other words, they're "transportable": perfect for a 1/2-day sales operation!
While some brands may try to gain a foothold through price, promotional offers or placement (at the head of the aisle or elsewhere), others will try to make an impression on the retina! Building a brand often involves visual identification, especially for a new brand. The kakemono is an imposing physical object that helps achieve this objective at the point of sale. The use of a design reflecting your brand's codes, such as logo and color code, contributes to your recognition and distinction in the midst of the competition.
You can set up advertising kakemonos to energize the shopping area, showcasing your brand universe. In this case, use them to dramatize your brand. Kakemonos provide a space for storytelling around your product or corporate values, creating an emotional bond with consumers.
The kakemono's imposing surface allows you to integrate a variety of communication elements. For example, you can display a QR Code that's easy to scan thanks to its size, and which links to a website or application for download. A great way of multi-channel marketing.
By making your kakemonos from sustainable materials, you can guarantee them a long life, which will justify the investment (generally around €100 for a kakemonos made in France). This environmental dimension can also be integrated into your brand communication. Sustainable design encourages reuse, making it an economical POS and ILV solution. What's more, it's possible to keep the structure of the kakemono and change only the visual, which is more ecological and economical.
In all cases, keep in mind that the kakemono's cost-effectiveness ratio is linked to its lifespan. Indeed, the initial cost of design and manufacture can represent an investment for small companies or brands with limited marketing budgets. That's why it's essential to ensure proper storage and handling of your kakemonos. Your distributors need to be made aware of these best practices, which have an indirect (and sometimes hidden) impact on your budget.
As kakemonos are generally used for events involving theatrical displays or promotions, it's crucial to prepare your sales pitch to convince your retailers to approve their placement on their shelves. Retailers may have strict merchandising and in-store display policies, which may include specific criteria concerning the size, design and content of advertising media such as kakemonos.
Space constraints at the point of sale can also be an obstacle to the use of kakemonos. Finally, retailers may be concerned about the visual harmony of their sales space. If kakemonos don't fit in well with the store's décor, or if they disrupt the visual coherence, your contacts may be reluctant to allow them. Let's face it, kakemonos take up a lot of space, and tend to make the products behind them invisible: nice for competitors!
This is why you'll need to prepare a solid sales pitch to convince your distributors to accept the installation in their stores. Here, a good practice will be to make financial projections that will enable the buyer or department manager to assess the additional benefit they will derive.
And above all, refer to the rules that apply, starting with the distribution contract!
In some cases, the distribution contract contains specific clauses relating to merchandising and product promotion. This depends of course on the standard contract drawn up by the retailer or store, but also, where applicable, on the specific conditions you have managed to obtain during the annual negotiations.
So, when you manage to incorporate the placement of advertising media such as kakemonos into the distribution contract, make sure you clearly describe the rights and responsibilities of each party in terms of supply, arrangements, point-of-sale locations, periods and duration of use, etc.
However, certain promotional agreements may be concluded outside the main distribution contract. These agreements may specify the terms and conditions for the use of kakemonos, including promotional periods, point-of-sale placement and other logistical details. This happens, for example, when you manage to sell a pirate operation to one or more sales outlets during the year.
Failing that, keep all correspondence mentioning prior agreement (email, sms, etc.). It's important to base your exchanges on clear, written documentation to avoid misunderstandings. Respecting commitments is one of the pillars of any commercial relationship, and therefore of trade marketing.
As far as collaboration is concerned, you should also try to obtain checkout data to evaluate the performance of kakemonos at each point of sale. And, above all, equip your area managers with a merchandising optimization application to ensure that your marketing and sales objectives are met!
