What’s Your Point of Purchase Strategy?
If your POP collateral is the end point of a push strategy and not the beginning of a conversion funnel, then you’ve got a problem. Point of purchase should possess its own strategy because POP is critical to sales today. POP strategy is the core of shopper marketing, something that’s gaining steam in the world of product development and branding.
POP strategy is about the role of your pop advertising and displays and how it will introduce your product, promote customer benefits, and assist customer purchases in a measurable way. Starting from scratch, a POP strategy is a daunting task even without new opportunities such as SMS texting, QR code and web site integration.
Given how important POP is to overall sales today, your point of purchase needs to be strategized to ensure you’ve got the pieces of puzzle assembled properly. Rather than tackling it yourself, you might get together to discuss it with a POP marketing agency. The problems with your POP strategy could be a lack of shelf impact, lack of innovation in design, wrong type of displays, or ill-timed promotions.
One of the hallmarks of a great entrepreneur or CEO is knowing when to bring in outside help such as a packaging company. Aligning your online/offline advertising, production, and promotional campaigns is easier with a point of purchase fulfillment partner.
It can’t hurt to begin looking at the specifics of your POP strategy. At this point, you’re widening your mind to gather the big picture criteria:
- What additional sales volume do you need?
- What additional sales revenue do you need?
- What’s your POP budget?
- Are new distribution and sales channels possible?
- What incentives can you provide for promotional use?
- Should you look for a point of purchase marketing partner that can do more than design your collateral?
- What are the costs of permanent vs temporary displays?
- What advertising media would help support POP success?
- Can you do custom, short run, campaigns to test creative, offers, and placement?
- Does your primary packaging need to adjusted?
- How will your other products affect your new product launch?
Now comes the thinking part
Start off your new strategy brainstorming about:
- Shelf impact
- Call to action
- ROI measurement
- Coupon redemption
- Trial usage
- Loyalty programs
- Disruption and innovation
- Mobile messaging
- Value packs
- Instore conversion support
- New types of packaging (corrugate or plastic)
- Types of displays
- Shelf-talkers, window clings, banners, manned kiosks
- Seasonal sales and incentives
Of course, the key thing about your POP secret sauce is how it all comes together successfully. Some tactics will work for your product while others may not. That’s why it’s nice to bounce ideas off others who have experience and perhaps some solutions that might work.
Doing a Critique of why your Previous Strategy Didn’t Work
This is why a testing approach is so vital to success. By creating variations in your POP campaigns, you can better gauge what aspects of your creative are working and which aren’t. Without testing, there is almost no way of knowing what really works. That’s one of the great things about temporary POP displays. You can create short run variations and discover which work best and perhaps why they work best.
Additions to Power Up your POP Results
In an era of integrated marketing, there’s plenty else to consider when planning a POP campaign. First of all, will new creative on temporary, corrugate displays lift your sales doldrums? Or, do you need to spend more on your out-of-store advertising to create enough pre-shopping and post-shopping brand awareness? Besides new temporary displays with new creative, is SMS messaging, free samples, new product sizing, a web marketing promotion a likely tie in?
Your POP display type and creative can have a big effect on performance.
- Try unique mini-campaigns for each retailer (in-aisle floor displays, end caps, sidewings, pallet, or shelf displays) so you can gauge which ones work
- Try unusual variations and customizations of the display
- Build in free sample packs of other products
- Create larger display billboard or header cards to promote top product benefit
- Try a call to action to generate more purchase intent
- Use a different color variation or combine colours
- Include more powerful graphic visuals
- Highlight your web address
- Respond to your competitor’s product’s top weakness
- Redo your primary packaging so it works with the new POP displays
Bringing in a POP Marketing Partner
POP marketing and advertising agencies have a breadth of experience and a good measure of enthusiasm for point of purchase. They’re familiar with point of purchase strategy and how to improve or execute a complete campaign. A few POP marketing agencies can do it all for you too – from planning to design to fulfillment. Working with an agency might be a transformative experience for you and your company.
Entrepreneurs know they need allies and partners. Partnering with a good point of purchase promotion provider allows you to extend your capabilities and reach new markets. You need to evolve, grow and respond to increasing challenges in your distribution channels and on the shelves. An agency understands innovation, shopper marketing, sustainable materials, persuasive display design, cost effective distribution, digital printing, shelf impact, and campaign execution.