An M.O. on P.O.P.
Give shoppers a reason to stop and look
Only one-quarter to one-third of point-of-purchase displays
attract attention in a retail store, and when they do, consumers
spend only about 30 seconds studying them, says an article in
P-O-P Times. To be successful, your method of operation for P.O.P.
displays must impact consumers visually, involve them quickly,
be relevant to their personal lives and deliver a fast, accurate
It's important to coordinate P.O.P. (including signs, sales
tools and product packaging) with your overall brand and marketing
strategy. This allows consumers to see your display's message
in the context of your company's message or brand, which they
Also consider the major senses required to best appreciate
your merchandise. For cookies, obviously, the important sense
is taste. By extension, your advertising copy should include
tantalizing words and pictures that make your consumers' mouths
water. Jewelry is more visual, so lush imagery is effective.
Consider the different demographics of the people who will see
your displays and try to compromise with words and images that
appeal to the majority of them.
Make the displays as easy as possible to understand, the article
suggests. Avoid dense copy or vertical text, which is too hard
and takes too long to read. Don't promote complicated promotions
either; even if they generate interest, people may not take the
time to get involved.
by Stacey King
Copyright © 1999 by Bond Communications.