[SERIES] POS #3 of 6 - how to plan your POS

April 27, 2014

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?

“AM-Insider

How to plan your POS

Once you know the types of POS that you require, and understand the production requirements, it's time to plan the messaging and design of the campaign itself. 

The most effective POS will be created in an informed manner, based on research and understanding of not only your client's customer, but also your client's competitors and their marketing activity.

 

Know your client's customer

Have a strong handle on the demographics of your client's customer. This is the “who” information:

  • Age, sex, ethnicity, locality, occupation, annual income, educational attainment, number of individuals 
in the household, status of home ownership, value of the average home, urban or rural, etc.
  • This is information that can be observed from the outside.
  • The information can be gleaned from Census records, geomapping, surveys, consumer research, etc.

Know the psychographics of your client's customer

This is the “why” information:

  • Focus is on the target customer’s psychology, lifestyles and behaviours. Where they like to travel for their holiday, kinds of hobbies and interests they have, values or opinions they hold and how they behave.
  • This information is not as easy to numerically represent. It is information about internal attributes or attitudes.

Know your client's competitors

This will help to understand the landscape in which your POS will be competing. Look to competitor activity as inspiration for good design and marketing techniques, and motivation to be different and better than the competitors.

  • What campaigns have they produced in the past?
  • What current competitor campaigns are running?
  • How will your POS stand out against the other marketing activity?
  • How will you ensure that your POS is sufficiently different from the competitors?

Know the scope of your campaign
  • Which stores will carry the promotion?
  • Note the milestone dates for the campaign. Allow time for sign-offs from all stakeholders (which could include the supermarket chains, prize suppliers and a network of internal sign-offs).
    • getting the information to your design team
    • date of first concepts
    • date of final proof
    • date of sign off
    • date of delivery to the distribution centre or stores
    • start date of campaign
    • end date of campaign
  • Budget
  • Quantities
  • Parameters dictated by the stores (e.g. size, shape, positioning of elements, number of items allowed, standard layout templates, etc.)
  • Talk to field reps or store managers to get their input.
  • Arrange and source prizes

Know what you want to say
  • What is your offer? (e.g. new product launch, competition, giveaway, gift with purchase, recipe cards, etc.)
  • What is your theme?
  • Who will be doing the copywriting (internal/external copywriter or your client)?
  • If your POS campaign includes prizes, ensure you write water-tight terms and conditions.

Know what you need to supply to your design team
  • imagery (e.g. product / insitu / lifestyle / other shots)
  • illustrations
  • copy
  • logos
  • templates (e.g. mandatory templates as supplied by supermarket chains)
  • text (headline/body copy)
  • pricing
  • legals
  • timeline
  • prize information

 

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

[SERIES] POS #1 of 6: purpose and types
[SERIES] POS #2 of 6: production materials
[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?

.

 





Leave a comment

Comments will be approved before showing up.


Also in Latest Tips & Tricks

Running a brainstorming or problem-solving session

October 21, 2018

Just as ‘many hands make light work’, many brains can make for quicker and more robust solutions than what we could usually do on our own. Here are some ways to ensure you get the best out of your agency brainstorming sessions.

View full article →

Client profitability - part 3, Who should stay? Who should go?

October 08, 2018

Just because you have clients, doesn’t mean you should keep all of them. Being able to assess and categorise your clients is the first step in figuring out which clients (or projects, or services) to keep and which ones that you need to say goodbye to.

View full article →

Client profitability - part 2, Loss Leaders

September 23, 2018

There are times when ‘loss’ (low, zero, or negative profit) is the aim rather than a healthy profit. These clients (or projects) are called ‘loss leaders’. When might you want to use a loss-leading tactic in your agency?

View full article →

Our gift to you!

SIGN UP TO THE AM-INSIGHT NEWSLETTER, AND YOU WILL RECEIVE 100% OFF THE PURCHASE PRICE OF ANY ONE MICROSOFT WORD OR EXCEL RESOURCE FROM THE AM-INSIDER WEBSITE. CLICK HERE TO SIGN UP NOW!