Point-of-sale advertising (POS) is crucial in any company's marketing strategy as it directly influences the consumer's purchase decision.
This article will guide you step-by-step how to choose your POS materials for your business, ensuring that you make informed and effective decisions.
What is POS?
POS, or Point-of-Sale Advertising, refers to any promotional or advertising material located at the place where products are sold.
Its primary purpose is to capture the customer's attention and stimulate impulse buying.
Since its inception, POS has evolved significantly, incorporating modern technologies and creative designs to attract consumers.
How to choose your POS Materials:
Step 1: Define your marketing objectives
Before choosing the type of POS, it is essential to clearly establish your marketing objectives.
Ask yourself what you want to achieve with the POS
Increase sales of a specific product? Improve your brand visibility? Introduce a new product to the market?
Defining these objectives will help guide your decisions and select the most suitable POS to achieve them.
Step 2: Know your target audience
Identificar a tu público objetivo es esencial para diseñar un PLV efectivo.
Identify your target audience is essential to design effective POS.
Analyze your consumers' behavior, preferences, and buying habits.
Whom are you trying to attract? What types of messages and designs will resonate with them?
Understanding your audience will allow you to create POS that not only catches their attention but also motivates them to make a purchase.
Step 3: Evaluate the available space
The space where you will place the POS is a critical factor in its design and functionality.
Measure the available area and consider the limitations and opportunities of the space.
Will the POS be in a small store or a large shopping mall? Are there height or width restrictions?
Some places will significantly limit you. If you don't comply with their restrictions, they may reject your display.
Evaluating these conditions will help you avoid problems during installation and ensure that the POS integrates perfectly into its environment.
Step 4: Set a budget
Determining the available budget for your POS is a fundamental step.
Define how much you are willing to spend and allocate financial resources efficiently.
Keep in mind that costs can vary depending on the type of POS, materials used, and design.
A well-defined budget will allow you to make more informed decisions and avoid unnecessary expenses.
Step 5: Selecting the right type of POS Material
There are several types of POS, each with specific characteristics and uses:
Counter displays: Ideal for small products or promotions at the checkout area.
Floor stands: Perfect for large products or promotions that require greater visibility.
Posters and signage: Useful for guiding customers and highlighting promotions in different areas of the store.
Gondola displays: Integrated into product aisles and effective for highlighting specific products.
Wall displays: Used in limited spaces, offering good visibility without taking up much space.
Interactive displays: Incorporate technology to attract and engage customers more dynamically.
Step 6: Choose the right materials
The choice of materials for your POS influences its durability, appearance, and sustainability. Common materials include:
Cardboard: Economical and easy to customize but less durable.
Metal: Strong and durable, ideal for long-term use.
Wood: Attractive and sturdy, perfect for a natural look.
Plastic: Versatile and damage-resistant.
Acrylic: Offers a modern look and durability.
There are many varieties of each material. At Euromon PLV, we can advise you on choosing the ideal one.
Step 7: Design the POS
The design of the POS should capture attention and communicate the message clearly. Consider the following elements:
Colors and graphics: Use eye-catching colors and attractive graphics that align with your brand identity.
Clear and concise messages: Messages should be brief and direct to quickly capture the customer's attention.
Adequate lighting: Lighting can highlight the POS and make it more visible and attractive.
Step 8: Customize the POS according to your brand
Ensure that the POS is consistent with your brand identity
Use colors, logos, and messages that reflect your brand image. Customization helps create a connection between the customer and the brand, increasing the likelihood of purchase.
Step 9: Prototypes and testing
Before mass production...
Create prototypes of the POS and test them in real sales locations
Evaluate their impact and make necessary adjustments to improve effectiveness.
Testing allows you to identify and correct problems before the final implementation.
Step 10: Implementation of the POS
Implementation includes the assembly and deployment of the POS at the sales point
Ensure that the installation is supervised to avoid errors and ensure that the POS looks and functions as planned.
Step 11: Monitoring and evaluation
After implementation, monitor the performance of you POS material
Collect sales data and customer feedback to evaluate its effectiveness.
Make adjustments and improvements based on these results to optimize the impact of the POS in future campaigns.
Common mistakes when choosing POS
Avoid these common mistakes when selecting your POS:
Ignoring the available space.
Not considering the target audience.
Choosing inappropriate materials.
Designing an overloaded POS that confuses the customer.
Even though it may seem logical, it happens more often than you think.
Current trends in POS
Stay up-to-date with current trends in POS to ensure your strategy is effective and modern:
Sustainability: The use of eco-friendly and recyclable materials is increasingly important. Mainly MDF wood, which is printed with recyclable Latex inks and without plastic film, making Euromon PLV MDF displays 100% recyclable.
Combination of wood and metal: Combining wood and metal is becoming more common, especially for brands looking for a premium display.
Mock-ups: Shaping your POS to simulate your product, known as a mock-up, is also a trend in sectors like pharmacy.
Conclusion
Selecting the right POS is a process that requires careful planning and a clear understanding of your objectives, audience, and available space.
By following these steps with an expert, like Euromon PLV, you can ensure that your POS not only attracts customers but also drives sales and reinforces your brand identity without making any mistakes.
So, if you want us to work on your POS, contact us by clicking the button below:
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