POP MARKETING How to use it to stand out

from the crowd

POP MARKETING DEFINITION BY CHRON

“Point-of-purchase marketing, also known as POP marketing or marketing at retail, uses in-store displays and other last minute marketing ploys to influence the customer to choose a specific brand or to make an impulse buy.”

OUR APPROACH

! Compare it to search engine optimization (SEO), where it’s important for companies, products, and services to use the right keywords in order to be found among a sea of options.

SEO + POP MATERIALS

SEO POP Materials

People visit search engine site to look for something

Customers visit a store to purchase something

Too many search results Wide variety of products on each section

Must have the right optimization to be found

Marketers must strategically use POP to draw attention

WHAT CUSTOMERS SEE AT THE SUPERMARKET- BABY PRODUCTS

ANALYSIS

! There’s baby powder, baby lotion, baby oil, cologne, and baby shampoo.

! There are products from at least 4 different companies.

! The consumer has many choices to consider during the purchasing process.

HOW TO USE POP MARKETING

! Communicate product benefits using different cost effective materials, like wobblers, shelftalkers, and stoppers.

! They may use POP materials to create product awareness or as part of a product promotion.

JOHNSON’S APPROACH-STOPPER ! Johnson’s POP materials (stoppers), which

can be seen from both sides when people walk through the aisle, with call-to-action messages regarding different product uses. ! Change diapers using Desitin ! Bathe with Johnson’s Baby ! Moisturize with Johnson’s Baby

WHAT THEY DID RIGHT

! Reinforce the message at the point of purchase to draw even more attention, by suggesting in which instances each product can be used.

! Stand out from the rest.