Everything You Need to Know About POP Marketing
POP marketing, or Point of Purchase marketing, is one of the most important parts of any brand’s marketing strategy. It’s how countless brands find new and inventive ways to help their customers purchase their products. POP marketing is a very important aspect of functioning in a modern commercial business environment. Mastering its techniques and values will ensure that you will be more successful and efficient in your business.
There are many different aspects of POP marketing that can sometimes be confusing, especially considering that POP can be used in countless contexts and locations, but the basics are relatively simple to understand. Here is everything you need to know about POP Marketing.
What is POP Marketing?
As the name suggests, POP marketing is all about the Point of Purchase. To put it simply, the main goal of POP marketing is to put products in places where customers can easily see and acquire them. This practice ties into many different areas of marketing, from advertising to store layout. It’s a fairly simple process that requires the user to take the general truths of POP marketing and learn how to apply them in specific situations.
Over the past few decades, POP marketing has shifted and taken on a new form. With the rise of the internet and more prevalent advertising, POP marketing has become a prominent form of marketing on e-commerce sites in addition to traditional brick-and-mortar stores. POP marketing no longer refers exclusively to the physical location of a product, and online POP has become critical for any e-commerce store.
POP marketing is a system that is constantly altering itself to appeal to new demographics, new customers, and new generations. Finding new ways to appeal to customers and catch their attention has been studied by everyone from graphic designers to psychologists. But even if the ways that POP marketing is applied have changed, the basic concepts remain the same—make your products visible and appealing to consumers. Once you understand that foundational tenant, the rest of POP marketing falls into place.
What Is the Difference Between POP and POS Marketing?
Point of Purchase marketing is often compared to POS marketing, or “Point of Sale” marketing. Although they are similar, these two marketing systems are very different in terms of applicable products, optimal contexts, and how they attract consumers. These systems are both important to any business, but it’s important to know how to distinguish them in a real-world context.
POS marketing is similar to POP marketing in that it intends to make the customer see a product that they want and purchase it, but the context in which it is used is very different. While POP items are usually found all over a store, market, or online shop, POS marketed items are found at the checkout. These POS products are usually functioning as add-ons, helpful suggestions, and products that would add value to the other products that customers are buying.
For example, the advertisements and suggestions that you see while shopping around a department store are POP marketing. They make products as visible as possible and help the consumer have an easier experience navigating the store. POP marketing helps customers see more big-ticket items, and it increases the visibility and accessibility of harder-to-reach products.
When the customer checks out, there are often smaller purchasable items around the checkout line and the purchasing area. These small purchases, add ons, and products that thrive off of spur-of-the-moment decisions are using POS marketing. They are marketed this way so the customers who might otherwise not buy these products will see them in a new light and hopefully make a purchase.
How Can I Use POP Marketing in an In-Person Context?
In a brick-and-mortar store, it’s fairly easy to understand the concepts of POP marketing. Virtually everyone has been in a shopping center or outlet store and seen signs detailing new products and daily deals. These are ways that a company is using POP marketing to grab your attention. Apart from those displays, POP marketing can be done with window signs, banners, cart advertising, in-store commercials, floor stands, cash registers, and even trash cans. No matter what medium is being used, POP marketing all about grabbing the attention of the consumer.
Sometimes people will go into a store knowing exactly what they want to purchase, but they will often just be browsing, looking for items that pique their interest. POP marketing is made for people browsing a store who are willing to spend money on new items they find interesting. By making products visible to casual shoppers, it’s more likely that they will see the product, take an interest in the product, and make a purchase.
To have a successful POP marketing campaign, it is important to focus on the way you market to people. Employ bright colors, exciting taglines, and design choices that will stand out to customers. It’s all about finding a way to get into the customers’ heads and show them how much they want the product in a way that they will connect with.
One way that Harper+Scott connected products with interested customers was through our customer bottle glorifier for Avion. Our goal was to make something that would glorify a bottle of Tequila and make it stand out to consumers. We designed a bottle that was elegant, classy, and exceptional, which created customer interest in Avion’s product. At the core of the project, we were advertising Avion’s Tequila through an eye-catching design, which is a core tenant of POP marketing. You can take a closer look at this project, as well as others, in the work section of our website.
How Can I Use POP Marketing in an Online Context?
In an online marketing context, POP marketing follows a similar mentality. It’s still often focused on attracting customer attention by using bright designs, attractive deals, and other eye-catching displays that will help a browsing customer discover a new product to purchase. Because online marketing is on a website instead of in a physical store, there are many other ways to accomplish use POP marketing to your advantage. This can be done through website banners, internal advertisements, videos showing products in action, photo galleries, and blog content, to name a few examples. This online medium created endless opportunities for marketers to display their products.
The biggest thing to focus on when creating a store that incorporates POP marketing is the user experience. Websites by nature are much less intuitive than brick-and-mortar stores, especially to users who may be less familiar with computers and the internet. Putting lots of effort into creating POP marketing that promotes ease of use, accessibility, and attractiveness is something that will pay massive dividends in your marketing. Always make your internal links to products on your site as simple and usable as possible so that anyone with a laptop or phone can confidently use your website.
Point of purchase marketing is, in essence, a very simple thing. It makes perfect sense; the more visible a product is, the more likely a consumer will find it and buy it. It’s all about discovering a way to show consumers what they want and help them get where they want to go. Follow these general rules, and apply them to your specific brick-and-mortar store or e-commerce site. By following those simple steps, you’ll be sure to succeed at your next POP marketing endeavor.
Be sure to keep up with the newest, best practices for POP marketing online and in-store. Here at Harper+Scott, we’re constantly staying updated on the latest and greatest movements in marketing. If you need any help with your company’s POP marketing, don’t hesitate to reach out to us on our website.