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Top 10 Reasons to use Point-Of-Purchase Marketing
Why you should be using Point of Purchase displays to sell your product:
1) Point-Of-Purchase (P-O-P) marketing is
one of the strongest and most successful forms of advertising media. The
point of sale is where the consumer ultimately makes a purchasing decision
in the store when they are actively involved in buying a product or
service.
2) The costs associated with radio,
television and Internet advertising are expensive and full of clutter.
In-store marketing through POP displays has become the most cost-effective
tool of brand marketers and advertising agencies. Where else can you brand
a message better than at the place where the purchase is made?
3) Impulse purchases permeate today’s
complicated marketplace. Placing your message in front of consumers while
they are shopping in the store is the key to increasing sales. Studies
prove over and over again that an effective retail display drives more
traffic to the brand, ultimately resulting in more impulse buying.
4) Point of purchase advertising is
one of the oldest methods of marketing. POP displays have been evolving
for centuries to make them a tested and tried & true way to increase
in-store sales.
5) Technological advancements in
manufacturing have decreased prices, shortened lead times, and created a
wide range of new techniques to develop creative POP displays.
6) Despite the advent of e-commerce,
bricks and mortar retailing continues to dominate the marketplace and be
the preferred purchasing medium for the vast majority of consumers.
7) Humans are social creatures and
like to be involved in interactive experiences.Retail displays are
engaging and allow the consumer to participate in the purchasing process.
8) P.O.P. displays are the “silent
salesperson”. In today’s retail environment salespeople are less
experienced and consumers have become more confused in the marketplace,
ultimately creating a difficult buying decision. An in-store display
communicates the benefits of the product to the consumer and becomes a
brand marketer’s in-store salesperson.
9) Merchandising has resulted in
cramped and hidden product space. When a brand uses a P.O.P. display,
color and excitement can be utilized to stand out from the competition.
10) A point of purchase display
increases brand awareness and builds brand equity. Clever packaging
promotes an image, but only a display can communicate more important and
detailed messages to a consumer.
Courtesy of Tempo Creative, Inc, Phoenix, AZ. (c) 2002
If you are thinking about a merchandising program or a POP
display and require some assistance, please fax your ideas to us or feel
free to contact us directly. We’ll be happy to discuss strategies with
you.
For more information please contact us today at info@macgillivraymarketing.com or (403) 870-7840
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