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.
You have a very limited amount of time to capture attention and convey your message. The emphasis of elements will probably be different on POS than it would be in other types of advertising (e.g. magazine advertisement or pamphlet), and space is often limited (e.g. with a shelf talker or wobbler). There also may be technical constraints (e.g. type of printing method used) that you will need to bear in mind.
Here are some tips on how to create POS that is visually exciting and invokes a response.
[SERIES] POS #1 of 6: purpose and types
[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 #6 of 6: AIDA: what is it?
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When your creative team gives you their concepts, it will be up to you to take those concepts to your client and present them in a manner that does you, your team and your agency justice. This process is well-known as ‘selling the work’ because - quite often - you will need to encourage your client to be brave, take a risk, and do things differently. It could take a hefty dose of salesmanship to get your team’s ideas across the line and ‘close the deal’.
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