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| The Power of POP Displays |
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| Written by Johnny Feelgood |
| Tuesday, 05 August 2008 15:02 |
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Are TV and Radio Ads Your Only Option? Any marketing team has researched intensively through industry ROI data, discussed possible marketing strategies over extended meetings, and developed extensive product development strategies. These are all designed to answer those crucial marketing decisions regarding marketing budget allocations. How do I increase my marketing ROI? Are expensive TV and radio broadcasts the best way to go? Should I look into developing my product's in-store marketing capabilities? How do I raise customer awareness of my products? It is rather difficult to calculate ROI, simply because there is no real way of measuring what actually influences a customer's decision to buy. There are trends, and definite ways of increasing brand awareness, but without a flexible, multi-million dollar marketing budget, it can be difficult to gauge if marketing efforts are actually increasing customer awareness and product sales. Mega-corporations have the capacity to employ these incredibly large marketing campaigns, designed to raise product awareness on a large-scale. Short-term ROI is hardly efficient however, and so this kind of campaign is not really an option for small and medium-sized companies. This does not have to hinder a company's ability to market however. Although the influence of "in-store" marketing is understood at least to some extent, newer data has suggested an even greater influence than previously recognized. Research companies like the The Global Association at Retail (POPAI) and B & T, have shown that 70% of decisions to purchase a product were made by the customer while 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? Subsequently, the most effective marketing method for small to medium-sized companies is "in-store" marketing, also known as POP displays. These Point of Purchase displays characterize the only marketing material that is in place when product, the money to purchase, and the client all meet at the same place and time. Now that is the time to delve into brand imagery and presentation of product benefits. Though current "clean-store" policies need to be taken into account, retailers are always glad to receive POP displays from their product vendors. It gives them the ability to present to their shoppers a visually stimulating shopping experience. They are always looking for product presentation that is well-designed and crafted to make shopping for their customers a simpler and more enjoyable experience. 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. About the Author: Before you search for POP display manufacturers, make sure you read this important in-store marketing report. Kindly provided by LJ-Marketing.dk You are welcome to use this article on your own website, if you include the link just before this text. |
| Last Updated on Sunday, 10 August 2008 14:03 |
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