Point of Purchase Promotion
Point of Purchase (POP) Marketing > Point of Purchase Promotion
Having a winning point of purchase promotion is not just about displaying a dozen cardboard POP displays in a retailer’s location. There is more that has to go into the process to ensure it’s a success. If you have a product or a specific promotional offer you want to get in front of your customer base, take the time to work out a full marketing plan for it. When you do, you are able to not just create an effective finished product, but are more likely to achieve your sales goals.
Here is how to get started in planning your promotion displays from the ground up.
Establish Your Goals
Like any other type of marketing or advertising, setting specific goals is essential for success. When it comes to promotional displays, most companies will say they want to sell out of the product displayed. However, it’s best to consider establishing a few additional goals.
When beginning your promotional planning, it goes without saying that you should consider your sales goals. There should be a positive return on investment (ROI), which means that your product sales should cover what you spend on POP marketing, if not far more. Many companies see growth above and beyond the bare minimum! Do some research to determine which method will give you the best bang for your buck.
You should also establish and know the overall goals of your marketing campaign. Sales and POP sale promotions can give you a good idea of where to get started, but they can range widely. Nail down your marketing campaign goals, then ask how the display fits into them, and how you will employ it.
What Is the Display’s Purpose?
Your point of purchase marketing is only going to be effective if it was designed with a purpose. Having a large-scale display isn’t enough. Why do you want to use this type of solution?
For some companies, the reasoning may be the launch of a new product. If you are rolling out a new flavor, variety, size, or feature to your current lineup, it makes sense that you need some type of product merchandising to get it in front of your customers. You may wish to display the new product front and center.
Alternatively, you may want to advertise a product that has a better profit margin for your business than others. For example, you may want to encourage consumers to purchase the larger package size for the product they are looking for – and putting a POP display in front of them can accomplish that.
Or perhaps you are running a specific sale. Many times, point of purchase promotion is about a discounted price or a new way of purchasing merchandise. While there are less expensive ways to communicate discounts, POP displays are ideal for when you want your point of sale marketing to communicate a better value or a better deal. This works especially well if you have trouble getting new customers to look at your existing product.
What Are Your Business Objectives?
Promotional displays can do a lot for your company, aside from just selling the product. For example, you may use them to help with branding your product or service. Some companies do this with personalities they’ve created in their commercials and other campaigns.
Other companies use their POP displays to help communicate a specific message that’s important to the company.
When defining your campaign objectives, be sure to consider:
- What is your current brand image and do you want it to shine in the POP display?
- What type of logo or brand marketing will be incorporated in this specific campaign?
- What is your end goal? For example, are you looking to build existing customer sales? Or introduce a product to a new audience? Or something else entirely?
The good news is that point of purchase marketing can accomplish all this, and much more.
What Tactics Will You Use?
POP displays can do more than just provide basic information or communicate a message. They are more than signs – they can be interactive, interesting, and even thought-provoking.
You should take time to consider what will be the most effective tactics to use based on your product, brand and business objectives. For example:
- A dump bin display lets consumers dig through dozens of product options to find what they need.
- You can use shelving to put a product within arm’s reach so that customers can easily pick it up and examine it.
- Interactive displays, including those with video embedded in them, teach customers more about the product or service. They’re an excellent option for areas facilitating more space, time, and interaction opportunity.
The sales promotion methods you use should always directly relate back to your company’s brand and goals. Once you define the POP promotion you plan to run, you will find there are many opportunities to help your campaign succeed. Consider all the options available, but don’t get overwhelmed. It’s easy to see just how effective (and even fun) this type of marketing can be to create.