The Power of Point of Sale Marketing (POSM)
Poster designs for JBS Foods Canada Ltd.
Have you ever thought about incorporating point-of-sale marketing (POSM) into your marketing strategy? POSM has been a reliable and affordable marketing method since, well, forever.
It's not just limited to grocery and brick-and-mortar stores; trade events, exhibitions, and retail showrooms are examples of where this form of marketing can help grow your business. Depending on your budget and the type of campaign you'd like to implement, there are many sales materials to choose from.
Effectively designed POSM has the potential to disrupt a shopper's path and motivate them to buy products they may not have thought of before.
If done correctly POSM is extremely effective at growing brand awareness and building trust in your brand or product. POSM can be designed to work with other campaigns such as print, outdoor advertising, or direct mail, helping to build the credibility of your brand.
POSM materials allow you to differentiate your brand and stay top-of-mind with your customers. POSM materials come in many different forms and are completely customizable. With the right creative approach, you can increase sales, benefit from word-of-mouth marketing and increase your customer base. Don't miss out on the benefits of POSM by not including it in your marketing strategy.
Common types of POSM
Posters - One of the most simple POSMs you can use to promote your products in grocery stores. It is customizable concerning size and display options. The poster also allows for enough space to add additional information or dramatic graphics.
Shelf-talkers - Shelf-talkers can be a real attention-getter if they are designed correctly. Shelf-talkers get the attention of shoppers toward your specific product.
Wobblers - Wobblers get their name because they hang off shelving and it can move freely. Wobblers are made out of plastic or other similar materials and can be easily customized by brands and retailers. With the graphic design and the fact they “wobble” around they are great attention grabbers.
Dump bins - Dump bins are free-standing displays where brands can place their products and are usually positioned in the center of the store. Not easy to ignore these POSM displays are never overlooked by potential shoppers.
Floor graphics - Floor graphics gained additional popularity during COVID. They will catch the eye of the shoppers and, if designed creatively can potential customers right to your product.
Free-standing displays - Free-standing displays can be placed in the center of the store to attract attention. Free-standing displays are highly customizable and can take full advantage of creative graphic design.
End Caps - End caps are placed at the end of aisles, and they are easier to spot. No looking up and down aisles, shoppers have easier access to your products and promotions.
The concept of POSM is still very much the same, to draw attention to your products and highlight their qualities. The very best POS makes you understand exactly why you need to buy that product. It has worked for centuries, perhaps it’s something you might want to consider.