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The Power of POP Displays?

Jul 23, 2008
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?

Calculating marketing ROI is not easy; there isn't a solid way of gauging what effects customer buying decisions. There are tendencies, and obvious ways of improving product awareness, but the only sure method is to employ an immense marketing budget that will raise product sales through a steady increase of product identity across the range of public perception.

Huge corporations have the flexibility to launch enormous marketing campaigns, designed to raise product awareness across the scope of public consciousness. But the ROI is not very efficient, at least in the short term; so this strategy isn't an option for smaller to medium-sized companies. Their marketing budgets just cannot compete with corporate giants like McDonalds or Coca Cola.

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.

And that statistic made mention of above clues us in on a very important marketing factor influencing the decision to buy. And that is recency. How quickly after a customer saw your marketing material or advertisement were they able to act on it and make a purchase?

Consequently, the most ROI-efficient marketing method small and medium sized companies can employ is in-store marketing, or the use of "Point of Purchase" displays. These displays represent the only marketing medium available at the time and place when customer, the money to buy, and the product all come together. Then is the time to worry about product imagery and communication of product benefits.

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.
About the Author
Before you search for POP display manufacturers , make sure you research this crucial in-store marketing data.
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