In this 6-part series covering everything an Account Manager should know about Point of Sale/POS material (also known as Point of Purchase/POP material) we will be exploring the many facets of creating and incorporating dynamic POS into your client's campaign.
Point of Sale (POS) materials are used for executing campaigns, exhibitions and presentations. An effective marketing tool, well thought out and properly presented POS materials attract consumer attention and promote the brand.
Due to their appealing and informative nature, POS materials are capable of stimulating purchases directly at the point of sale.
It is guaranteed that an Account Manager will need to facilitate POS production at least once in their career (POS requirements are not solely the domain of retail or FMCG accounts). The occasions POS can be utilised are as varied as the range of POS available.
The role of an Account Manager is to be able to advise their client of the options, recommend a suitable solution, and then be able to facilitate the production and delivery of the collateral.
The following POS list is long (and by no means exhaustive), but be careful! Within each of these categories of POS there is a world of variety and interpretation.
If you are asked to produce a particular piece of POS my advice would be to ask Mr Google to show you some examples. For instance, if you are asked to produce a "neck tag" for a wine bottle would this mean your client would like a tag, a tower, a ball, a banner, a collar, a cone, a swatch card…or something else?!
Another point to note is that there are a zillion different names for POS pieces. These could vary county-to-country or supplier-to-supplier. For example, an "aisle interruptor" is also known as an "aisle breaker", "shelf flag", "aisle invader", "aisle violator", "aisle blade", "aisle fin", etc, etc.
[SERIES] POS #2 of 6: production materials
[SERIES] POS #3 of 6: how to plan your POS
[SERIES] POS #4 of 6: six shopper insights
[SERIES] POS #5 of 6: what makes for good POS design?
[SERIES] POS #6 of 6: AIDA: what is it?