Cause Marketing For Dummies by Joe Waters

Author:Joe Waters
Language: eng
Format: epub
Publisher: Wiley
Published: 2011-07-10T16:00:00+00:00

Shipping and logistics

After design and printing, shipping can be a big expense for point-of-sale programs. Here are your different options and what we suggest:

Work with warehouse fulfillment. Working with one main distribution warehouse is the ideal shipping arrangement. But unfortunately it’s the domain of the larger companies that have warehouses from which they supply their stores. Warehouse fulfillment is great for you because you can just send your pinups to one location where they’re sorted by store and delivered.

Try drop shipping. Drop shipping is the most common method for delivering pinups. Most businesses don’t have a large warehouse from which they can fulfill orders. Instead, deliveries are made by UPS or FedEx directly from the manufacturer or distributor. You’ll do the same thing. You’ll bundle, label, and ship your pinups to each store. Some stores use a mailbag system to get smaller items and local mail to the stores, so you may be able to refill the stores with small quantities of pinups after the program gets started.

Talk with your printer about shipping. Many printers have their own trucks that deliver. This may be a more affordable way to deliver pinups, especially for programs with stores clustered in a relatively small geographic area.

Keep it simple and avoid kitting. Some retailers will inevitably ask you to send kits to each store. They may have seen them before as some charities still subscribe to this expensive and wasteful tactic. Each kit contains signage, buttons, donation cans, pinups, memos, and so on. Unfortunately, kitting gets costly! Besides, these things don’t do anything to make the program more successful. Educate your retailers on what really makes point-of-sale programs successful: Cashiers asking shoppers to support a great cause.

Determining the quantities and fulfillment

If you print too few pinups, you could stymy your program and hurt fundraising if stores run out. Conversely, print too many pinups, and you’ll waste money and resources and fill landfills with unnecessary paper.

Determining just the right number of pinups to produce is part experience, part art. And Joanna has been as prolific as Picasso with pinups!

Here are her guidelines for quantities and fulfillment:

If you’re working with an experienced retailer that’s done point-of-sale programs before: Total print quantity = 20 percent of the total transactions for the period in which you plan to execute the program. For example, if a retailer has 40,000 transactions over four weeks, the same length as your program, you’d print 8,000 pinups. Distribute 12 percent of the pinups to the stores and keep 8 percent for yourself so that you can replenish the pinups as needed.

Have your printer shrink-wrap the pinups in packs of 100s or 200s. This will prevent waste so that you don’t have to send out too many to any one store while also helping you to keep track of supplies.

If your retail partner is new to point-of-sale: Lower the amount in the preceding bullet to 16 percent of transactions and distribute 10 percent to stores.

For very

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