April 26, 2014

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[SERIES] POS #1 of 6 - purpose and types

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.

  1. What is the purpose of POS?
    Different types of POS
  2. Substrates for POS production
  3. How to plan your POS
  4. Six shopper insights
  5. What makes for good POS design?
  6. AIDA: what is it?

What is the purpose of POS? 

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.

POS could attempt to achieve one or more of the following goals:
  • a direct marketing strategy 
  • help to sell products and services 
  • draw consumer attention to the brand or message being promoted 
  • attract shoppers 
  • attract new customers
  • promotion of special events 
  • reminder of products/services 
  • short term impact 
  • change shopping behaviour 
  • increase purchases 
  • influence buying decisions
  • encourage trial use in a target audience that uses competitor brands 
  • build customer loyalty
  • remind and maintain purchasing activity among loyal customers
  • present brand benefits to new customers 
  • create “theatre” within a store 
  • create an engaging environment to keep shoppers interested and in the store longer 
  • marketing cut-through in a world of cluttered messages.

“AM-Insider

Types of POS

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.

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Enjoy this article? You'll love these...

[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?

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Sarah Ritchie
Sarah Ritchie

Author

Sarah Ritchie is the founder of AM-Insider - a website bursting with tips, tricks and resources to create account management superstars in the advertising, design, PR, experiential and print industries. Sarah has been involved in account management for 25 years and has a passion for encouraging, mentoring and helping others succeed.



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