Promotional printed BTL! Is there a common measure that fit retailers and suppliers perspectives?
The measure of the effectiveness of a promotional catalog is an unending debate among retailers and producers. The participation in the costs of promotional catalogs has become a mandatory factor set up by ....
..the retailers, and often badly felt by the producers.
The objectives are indeed often divergent: The retailer wants traffic and therefore will tend to favor the "best sellers".
While the brand does not specifically need to promote and thus sacrifice its margin on its "Bestsellers" but instead would prefer to support its new products, its novelties.
In this fight of titans, each one uses his figures to conduct the negotiation. And sometimes it's hard to find common ground when you don't use the same measurement tools.
There are still methods to get out of the deadlock,
Download for free the tutorial "Introduction to the effectiveness measure of a promotional leaflet", and get more information.
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