For years, marketers and major brands have known this, but now these days there is also a plethora of consumer research showing that point-of-purchase display material drives incremental retail sales.
The effectiveness of this advertising combined with falling printing and production costs means that this form of marketing is no longer just for the big boys. If you’ve ever considered jumping on this profitable retail bandwagon, but don’t know where to start, here are some of the key steps to developing a successful Point-of-Purchase advertising campaign…
- Your point of purchase screen should carry a “call to action” message.
- The message on the screen must be able to be read and understood at a glance.
- The most effective results are achieved by linking the display to another in-store advertisement or a broader external advertising campaign.
- Sales reps or retail staff should be knowledgeable on exactly how to assemble and where to place your POP display
- In that sense, store personnel should be informed if there is an exclusive offer accompanying the display.
- Additionally, retail staff may be offered an incentive to suggestively sell their business to customers.
- Make sure the proposed Point of Purchase elements are durable enough to last the life of the promotion.
- All POP items should be considered to be profitably distributed to their retail destinations.
- To ensure the continued value of your advertising campaigns at the point of purchase, make sure the results can be effectively monitored and measured.
- Increasingly, it is desired (and often specified) that POP displays can be easily and efficiently recycled to reduce landfill.
By keeping these points in mind when planning and designing your next Point of Purchase promotion, you can avoid pitfalls and give yourself the best chance of success in this lucrative but often overlooked form of advertising. Good luck!