Point Of Sale Displays that Sell Product
You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and mortar, you are missing your best opportunity to have lasting impact on customer perceptions and close a sale. In a previous blog, we made the argument for investing in point of sale materials; see Retail Reality - Product Demos - and You.
While poorly executed displays are useless money pits, well-conceived and well-executed point of sale programs pay for themselves many times over. Your marketing may have brought the customer into the store but now the sale must be closed with a compelling demo. Read on to find out how to realize a positive ROI.
Make it Noticeable.
If your display does not command the customer’s attention, you’re done.
Choose materials carefully.
Is the POS for a short-term promotion or for a product presentation intended to last months or years? Establish your budget and choose materials accordingly. Signage and displays get shop worn quickly and shabby displays reflect poorly on a brand’s image. If the material has to last months you will save money in the long run by using better materials.
If your budget allows, consider incorporating a video monitor. Studies have shown video can generate up to 33% in additional sales1.
Location, location, location.
Work with your retailers to get your display in front of the customer. If you can’t get advantageous placement, don’t waste your money on the display. Whether it’s a floor-standing or shelf-top design, put the message at eye or arm level. Customers look up only for store signage and directories; any display placed below the waist is ignored.
Make your message short, simple and catchy.
Develop a compelling message or image. How does your product improve the customer’s life? Hint – it’s not the features. Now boil that down to its essence; you have 1 second to get the customer’s attention. Multiple messages get ignored.
Make it easy to read.
Choose typefaces that are bold and highly legible. If you must use a decorative face, make it larger. When viewing beyond 18” the formula, D" x 0.472= pt*, gives a rough guide to minimum type size. For example from 12 feet, the calculation is (12 x 12) x 0.472, yielding a minimum type size of 68 pts. (~1” high)2.
Avoid low contrast backgrounds.
Store lighting is inconsistent, ranging from big box glare to boutique dim. Complimentary colors and high contrast will make your message pop.
Make it memorable.
Your display should create a lasting positive impression of your product and brand. For smaller brands, it can give you the kind of visibility and sales impact that would otherwise take years and hundreds of thousands of dollars to buy via advertising.
Pick the right fabricator.
We’ve seen companies turn to offshore sources for active POS displays in an effort to save money. Many of those projects turned out to be money wasters rather than savers. What difference does low cost make if the display breaks or wears prematurely? The better display fabrication houses also provide design consultation. Let their vast experience work to your benefit. You won’t get that kind of help from Asia. If you can’t stretch your budget you are better off building fewer excellent displays than a greater quantity of poor ones. We have worked with various display fabricators and can refer you to the better ones. Give us a call.
Effective and durable POS displays are expensive and outside of most marketing departments’ core competency. That’s why many brands haven’t taken the plunge. But experienced professionals can help you navigate around the hazards to design and execute a display that will increase your brand awareness and, most importantly, MAKE SALES HAPPEN.
About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace.
WE KNOW CE.
1 How to Make Packaging and Point-of-Sale Work Together. www.prsresearch.com
2 The Magnificent Twelve. www.artisancomplete.com