Although investment in POS advertising is growing rapidly, it is still relatively insignificant (1) Direct marketing, promotions, trade shows and fairs, sponsorship, PR (2) TV, cinema, radio, press, billboards, directories, Internet * "Source IREP - France Pub 2007"
A better CPT than any other kind of media CPT = cost per thousand * "Source CSA for POPAI France - April 2006"
For a modest outlay, a successful and long-lasting POS communication initiative can make enough of an impact to attract the attention of new customers who are prepared to put their trust in the store or the point of sale.
Our keys to successful POS communication
- It must convey credible and positive messages,
- It must communicate visual references and codes that put across the retailer's selling points,
- It must integrate the rules and obligations of the retailer's graphic charter to ensure that the store's offer is always clear, precise and consistent,
- It must be quick to respond, able to highlight promotional offers or publicize 'special events' and must always remind the consumer that the retailer is in touch with and capable of responding to him/her,
- It must be able to reflect the retailer's product strategy, respond to the store's merchandising objectives, and sometimes even both at the same time,
And lastly it should be an advantage, not a drawback…
