Regulations and Rebels

Think of point of sale (POS) marketing in the alcoholic beverage industry as a balancing act between following the rules and unleashing your creative side…

You’ve got to toe the line between staying compliant and crafting captivating campaigns to engage customers. It’s a balancing act that takes some finesse, but it’s doable, and we’re going to explore how. 

In the on-premise…

Billboard-style, or what we like to call ‘wallpaper’, POS marketing is rarely used by on-premise accounts. They lack customization options and lack the punch to catch the attention of customers. Localized, account-specific marketing materials that showcase individual offerings and sales opportunities are key to driving engagement across on-premise accounts. When it comes to POS, more customization means more attention.  

You need to show your accounts that you understand what they need and offer them something unique. But customization doesn’t have to come at the expense of brand reputation and identity. It’s crucial to maintain a level of compliance to avoid damaging your brand. 

In the off-premise…

Even in the off-premise, where consumer loyalty isn’t as pressing, a one-size-fits-all approach to POS marketing materials can have negative consequences on brands.  

Take a look at these examples we stumbled across during some field research.

Companies devote lots of time and money creating generic POS materials for the off-premise market, only to find that they didn’t meet the specific needs of individual accounts. Without any customization, each account has to tailor the materials to their own specifications, therefore creating inconsistencies across branding and messaging. Even in the off-premise world, customization matters. 

Brands that fail to offer customization options are missing out on a significant opportunity to strengthen their relationships with accounts. By offering customization, you not only demonstrate your value as a brand but also strengthen the connection between you and your accounts.

As an alcoholic beverage distributor…

You must walk a fine line between compliance and creativity when it comes to POS marketing. Striking the right balance is key to capturing the attention of consumers and driving sales. Generic materials that only focus on compliance are ineffective, while overly creative designs can negatively impact brand identity. By customizing marketing materials while staying within regulatory guidelines, brands can achieve the best results. 

And if you need a hand finding balance between creativity and compliance, you know what you need to do… Reach out to our team now.