The Power of POP Displays?

Tips to Increase your In-Store Marketing Profits: We’ve all poured over the available marketing data, held the long meetings, brainstormed over product development strategies; all to answer the age old questions regarding marketing budget. Which advertising medium has the highest conversion to sales? Should I spend massive amounts of money on TV and radio broadcasts? What about “in-store” displays? What will customers pay more attention to? What will give my company the greatest return on investment?

Making informed decisions regarding your industry’s ROI is not an easy task, there simply isn’t a 100% informed way of knowing what effects a customer’s decision to buy. There are definite “trends”, and clear ways of raising product awareness in the public consciousness by blasting brand imagery across the scope of human consciousness, but these methods are incredibly expensive and inefficient.

Large conglomerates have the ability to launch incredible marketing campaigns, intended to raise brand awareness on a global level. The ROI however, is not efficient in the short term and therefore this option is not viable for small and medium sized companies. Companies of this size just cannot compete with corporate monsters like Pepsi or Walmart.

Interestingly enough, this does not have to be a problem. Though the effectiveness of in-store marketing has always been known at least to some extent, recent data has hinted at much greater effectiveness than previously realized. Research companies like POPAI, B&T and others, have shown that an average of 70% of purchase decisions are made by a customer while walking around in the store!

This statistic makes perfect sense, and has far-reaching consequences. Let’s quickly discuss what this entails; a customer can be at home and watch a visually persuasive TV commercial, but then not be in any kind of position to make a purchase based on that ad for hours, or even days. So why would smaller to medium-sized companies ever want to spend huge amounts of company funds on TV or radio ads, when most customers just aren’t in a position to buy anyways? There’s got to be a better method.

There is one important factor in any marketing campaign, and that is the determining factor of recency. How soon after a potential customer saw your advertisement or marketing display were they in a position to make a purchase?

So the most effective way to go is in-store marketing, or POP displays. They represent the only marketing medium that is in place when customer, product, and money all converge at the same time and place. That is the time to worry about the level of product imagery and presentation.

Is your company worried about retailers not accepting a POP display? Retailers want POP displays! Well-designed and carefully crafted displays create a much more visually appealing environment for their customers to browse in. Understand they do not want a cluttered looking store either; so make sure you are aware of the needs of your retailer and what they are looking for in a product display.

Be sure to hire the right marketing personnel, partner with an educated manufacturing firm, and design POP displays with intense visual imagery and excellent presentation of product benefits; therefore ensuring you have the resources to make the right marketing decisions. This is the key to improving your company’s sales and profits.

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