Another insightful post from http://www.dolindisplay.com/blog/
One classic mistake in marketing is to attempt to convey too many ideas at once. Sure, you have many competitive advantages over the competition, but try to fit all of those into one, brief, impactful design and you are likely to see customers turn away from your shop in confusion. A strong sales pitch hones in on one aspect at a time – the most relevant and timely message that makes an emotional appeal on many levels. So how can you product a point-of-sale shop display – something that needs to remain relatively static for a period of time – in a sales environment where the pitch can change daily?
Consider the strategy adopted by Frito Lay recently. In the 27 states that are home to Lays’ potato farmers, Lays Potato Chips are all about home-grown, locally-made. The display features a vintage truck loaded up with bags of chips and signage that pays homage to its state. The message taps into many emotional aspects that play into customers’ purchasing decisions in today’s recession, such as the importance of supporting local economies. But the old fashioned feel of this display is anything but antique: a “chip tracker” at the Frito Lay website allows you to enter a zip code and a product code to see where any bag of chips originated. The theme of homegrown reverberates throughout the campaign – from packaging to electronic media. While the campaign centers on one idea – locally grown—the message in turn inspires many takeaways, such as “healthy,” “simple goodness” and even “sustainability.” All that, and yup, we are still talking about potato chips.
Talk to your shops, your customers, sales representatives – anyone with insight into what drives a purchase. A great POP display isn’t just eye-catching, it drives a concept that you can build an entire marketing campaign around. Your POP is just one aspect of your strategy, but with strong integration of the variety of marketing tactics available, you can maximize the impact at the register by zeroing in on the emotional appeal of your product at the shop, and that often closes the sale.
