Which POS is best for my campaigns?
Which POS is best for my campaign?
When implementing Marketing Campaigns, it is important to use the right mix of digital advertising and physical materials to highlight your brand and sell to your target audience. We have a great deal of experience managing POS and creating interesting and well-placed materials that work for our customers.
We have created a small guide to help you and your business get a better understanding…
In the marketing world, POS (sometimes POSM) means ‘Point of Sale’ (‘Point of Sale Materials’), which are physical materials used to advertise your brand to customers at various selling points.
Best examples would be Posters, table talkers and other printed materials which you are likely to find by the tills in shops. Designed to encourage the consumer to add the product to their shopping list last minute.
Depending on how competitive your selling area is, POS can be instrumental in customers selecting your products over the competition.
The branding on the POS materials links to all the other work you are doing digitally and in other ‘Out Of Home’ (OOH) marketing, driving home the messages around the buying decision / advertising events and more.
Location will depend massively on the product you are selling and target market. Not to mention certain restrictions depending on the product you are selling (over 18s / health warning etc).
Some popular examples here:
- Around the till
- Aisle ends
- Store entrance
- Around the product itself
- Trade show stands
- Car park
POS materials play a big part in subconscious purchases, next time you’re in a mood for some very particular sweets, crisps or drinks, try to remember that the chances are you may have seen POS for those products earlier in the day or the week which could have influenced that decision.
In some cases, POS will be sent to a third party reseller or sales force, here there can be issues around implementation. We have heard horror stories around “really clever” POS and Promotions that get less than 10% implementation, which of course is incredibly wasteful. So, the key is to make it easy for the user. Here are some examples on how to make it work:
- Clearly marked boxes
- Simple instructions
- Pre warning of arrival
- Implement yourself (send installer)
Brands and Marketing teams work hard on getting everything produced and looking great, logistics are important to ensure materials are seen by the consumer
Durability is also a consideration in production. Will your POS be used for a short-term event, or a long-term branding campaign? We have seen POSM that we produced being used 10 years after the send out, so is important to make sure the balance is correct. The branding and colours need to stay strong for the necessary period.
For longer usage, sustainability is important, but factors less in the decision making as the life you are getting from the materials is worth the usage. Best to focus here on production, ensuring the process to manufacture uses recycled materials, or is produced close to home to avoid transport CO2. It’s also important that the printing inks and application process are durable so that you get the most of out of your investment.
Short term promotions of course are better with a sustainable and recyclable solution. Allowing the users to easily recycle products at the end of life. Including a guide or marking in the materials with how to recycle messaging is also something to consider when arranging logistics.
What sustainable POS is available?
In recent years, brands, customers, and consumers are recognising the importance of sustainability in production of their POSM. This is important for different reasons.
- Brands – internal sustainability objectives, ensuring materials being created are as modern and as sustainable as possible.
- Customers / Users – end of life POS must be disposed of – recyclability important for users to not leave a negative feeling when received / after used.
- Consumers – People have a good knowledge of what is sustainable, their perception of the material is as important as the branding in some cases.
We have seen some fantastic options and have developed solutions to make sure our customer’s POS is meeting their objectives. In all cases cardboard and paper are best as they are widely recycled through local council schemes. Plastic is often a taboo subject and can be seen as a no go, however it can be okay depending on what it is made from.
Different solutions work depending on the routes to market, the events and more. It is best to review this when strategising the areas you are looking to advertise in (did we mention we are very experienced in that area?).
Why work with us?
We all know POSM can be complicated to arrange! Trust us to bring your project to life – from brief to design and production to logistics. Filling in the gaps where you don’t have the in-house services or existing providers to help.
We provide a full range of printed materials from Posters to Banners to folding cardboard units and many more solutions.
So have no fear, Thesourcer are here! And we very much look forward to working with you.
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