Point of Purchase (POP) Signage

Let’s forget all of the nay-sayers and proverbial nonsense.  If for one second you believe that Point of Purchase signage is not one of the leading marketing medium out there, you need to stop reading, turn off your computer, and throw it through your store front.  What I can’t fathom is why businesses don’t maximize this marketing medium.  Don’t take my word, the Point-of-Purchase Advertising Institute claims:

• 3 to 4 times greater sales lift when advertising is part of the promotion program.
• 31% of the brands study experienced over 20% sales lift
• At-retail advertising drove additional sales 70% of the time

So what does this all mean? Well, if you don’t market your business, where your customers are….look for another line of work, because you will be out of business very soon!  The best way I can break it down is to look at the cost of traditional advertising and marketing (TV, Print, Radio). Each one of these cost a huge amount: in the tens of thousands just to shoot the production.  Past that, you are looking at spending up to 10 times that for the media buy just in one market.  Here’s a prime example: not too long ago I had a client requesting for TV in the Dallas market (top 10 market) production would have cost around $50,000 to $1,000,000 for a good 60/30 second spot depending on the talent, creative, and quality of the production.  The media buy for 2 months was over $75,000. And that rate wasn’t for prime time, just average day-time spots.  In total, you could spend a butt load of money with no guarantees of the viewership or ROI.

Now, let’s talk POP advertising.  You can buy most of the production right off our PrintFX sites like PrintShipNow or Cheaprints, pay less than 1/10 of the cost and since the location is your own store it doesn’t cost you anything to have the advertisement up.  You save money and guarantee a sales increase for a fraction of the money.  That’s a win – win in my book.

Don’t get me wrong, there is a time and place for TV. If you have the budget and great creative work, then do both!

Now, I want to be honest as some of you are already firing me a hundred emails barking back, there are some negatives to POP signage, but (and that’s a big but) the advantages outweigh the disadvantage.  Here’s some things to think about.

Disadvantages

1. Your reach is limited to the people in and around your store front.
2. a good portion of the people in your stores come there for a purpose and don’t bother to read the promotions.

Advantages

1. It’s cost effective, and provides a quicker return on your dollar.
2. POP advertising is known to increase the ascetics in your store.
3. Easy-to-change promotions.
4. Proven increase in sales.
   

I would say this is an open and closed book.  You should always look for more ways to promote your brand within your own store front.  Think wallpaper, POP Displays, outside banners, and, my favorite, floor graphics.  The biggest catch is creativity.  Take the time to think out of the box and come up with something unique. Don’t send diluted messages…get to the point, drive your customers.

Print to Create…Create to Inspire. If Taco Bell, McDonalds, Dillards, HP, Sonic, etc are doing it don’t you think you should give it a shot.

Great POP products at our PrintFX module stores:

Banners

Floor Graphic

Displays

Wallpaper