Marketing has changed dramatically over the past few decades. Gone are the days of sparse television and radio commercials combined with an occasional direct mail insert to gain people’s attention regarding products. Today, people are bombarded with advertisements from a wide variety of marketing vehicles on a regular basis. With the intensity with which people are usually confronted with advertisements in todays fast pace society, many marketers are uncertain of the approach to take regarding marketing to their target audience.
However, there are several effective advertising approaches for marketers to utilize that can help them standout in a very crowded marketing arena. One of these advertising vehicles is point of purchase displays, which is commonly called POP displays.
In general, POP displays are widely considered as the last step in the advertising process. Their primary purpose is to attract customers' attention and to make the displayed products more enticing so that people are more likely to purchase the products on an impulse. Therefore, point of purchase displays is a very effective method for retailers to use to increase sales. In addition, seasonal point of purchase displays provide an added advantage because the message and look remains fresh.
Moreover, for marketers such as retailers and healthcare organizations, POP displays can be a very effective marketing tool for increasing sales. However, just like all other advertising mediums, the message must be presented in a certain manner to improve the likelihood of producing or increasing sales. Several tips for improving POP displays include:
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Utilizing messages that are short, to the point and presented in bold text.
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Using bright colors that are eye-catching.
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Positioning the POP displays at eye level.
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Using a powerful call to action to entice potential buyers.
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Making the displayed products easy to access.
Utilizing messages that are short, to the point and presented in bold text
Point of purchase displays should be short, sweet, direct, and presented in bold text. The message provided should communicate the benefits of the product to potential customers in an effort to encourage a quick purchase.
Using bright colors that are eye-catching
Point of purchase displays should contain bright colors that are eye-catching. The use of bright colors will make the displays stand out from other point of purchase displays in the store.
Positioning the point of purchase displays at eye level
Point of purchase displays should be positioned at eye level to provide the best opportunity for viewing by potential customers.
Using a powerful call to action to entice potential buyers
The message provided on the displays should include a powerful call to action. The call to action should convenience customers to take action now or miss out on the opportunity.
Making the displayed products easy to access
The products promoted by point of purchase displays should be placed in locations that are easy to access. Customers should not have to make an effort to locate or pickup a displayed product.
Using seasonal point of purchase displays has many advantages for marketers. However, the main goal of pop displays should never be forgotten, which is to produce sales. By using the tips provided, your sales can be improved significantly regarding pop displays. Already considered by many as an effective advertising medium, point of purchase displays presented in an effective manner usually produce amazing sales results.
