Human touch wins Q4: leverage promoters where it matters most!
Summer hasn’t started yet, but many marketing teams are already fully engaged with the strategic puzzle of the year: how to maximize Q3 and Q4? In this crucial period, revenue pressure and competition in retail escalate rapidly.
It’s now that choices are made that will later make the difference:
👉 Which activations truly deliver returns?
👉 How do you remain visible and convincing on the shop floor?
👉 Where lies your greatest return on investment?
Why Q4 Matters: These Are the Moments That Make the Difference
The fourth quarter is the peak moment for brands in retail. Consider these important activation opportunities:
• Halloween (October 31)
Increasingly popular—especially interesting for FMCG, snacks, and thematic products.
• Black Friday (November 29) & Cyber Monday (December 2)
A marketing highlight for both physical and online retail.
• Sinterklaas & Christmas (December)
The period for gifting, ambiance products, and high-impact campaigns.
• Year-End Sales (from December 27)
Ideal moment to clear remaining stock with targeted actions.
The end of Q3 also offers opportunities—for example, around Back to School (August/September) for product lines like clothing, electronics, or food. But… those who want to stand out in this hustle must start planning now.
Promoters: The Human Strength on the Shop Floor
In a world full of digital noise, personal contact is more valuable than ever. Well-trained promoters make that difference. They provide:
• Expert brand advice
• Convincingly demonstrate products
• Increase conversion directly on the shop floor
• Offer valuable feedback to marketing and sales teams
Where digital campaigns are generic, promoters provide the personal contact that customers especially miss during peak periods.
Why Physical Still Works—and How Promoters Enhance It
Even in the digital age, the physical store remains dominant: 70% of purchases in the Netherlands and 75% in Belgium still happen offline. And that’s no coincidence.
Customers want to:
• See, feel, smell, taste
Important in fashion, cosmetics, luxury products, technology… you name it.
• Receive personal advice
Essential for more complex purchases like skincare or electronics.
• Take products home immediately without waiting
Especially for gift purchases or seasonal products, that’s a must.
• Find inspiration & impulse
Displays, demos, and ambiance stimulate impulse purchases on the shop floor.
For retailers, the challenge lies in staffing. Many brands, therefore, choose to make the difference themselves—with their own promoters.
Why You Should Start Planning Now
In the coming months, budgets are allocated for the second half of the year. Those who only start with promoters then are often too late. A good campaign requires: Selection and training of the right people, Coordination with locations and retailers, Timing that aligns with campaigns and consumer moments. Those who plan now will seize the moment later.
Smart Deployment of Promoters: From Idea to Execution
At Sarawak, we think along from the first idea. Not only about the deployment of promoters but also about the smart connection with: Sampling, Activations, Product launches, Seasonal campaigns
We know which formats work best per category and how to respond to behavior that changes week by week towards the holidays.
Discussing Your Q4 Approach? We’re Happy to Think Along.
With our experience in retail, we ensure a flexible, impactful deployment of people on the shop floor. From advice to execution—you set the goal, we deliver the result.
📩 Email us at info@sarawak.be or call 02/462 07 10
Ask for Jimmy or Shauni and discover how to make a difference with promoters in Q3 and Q4.
02/462 07 10
