The Power of POP Marketing: Why It Matters for Your Brand

Generally, when you visit a supermarket or shop, you are simultaneously exposed to thousands of brands. To grab your attention, they use strategies like banners, digital boards, pop-up signs, and pictures. The Point-of-Purchase or POP marketing strategy involves the process to enhance product placements in virtual or physical stores by using displays, colors, prompts, etc. Brands like McDonald’s, Croma, Walmart etc. of all sizes invest in POP marketing.

Most of them have queries like what is POP in marketing?/ POP meaning in business/POP marketing meaning and many more. You can get answers for all the queries in this article as it provides you with information about POP marketing.

What is POP Marketing?

The point of purchase where the customer decides to buy something is referred to as the point of purchase. POP marketing is a customer interaction strategy used by various brands in the store as their last attempt to influence your purchase decision. POP marketing is a potent strategy that influences 75% of decisions taken in-store. It definitely helps to create brand recall and impressions even if the purchase is not made.

Few examples of POP marketing are:

• Influencer Marketing: Collaborating with social media influencers to promote their products and services, taking advantage of their huge following, and increasing the reach of the message to the audience.
• User-Generated Content (UGC): Encouraging the audience to create and share brand or product-related content to increase engagement.
• Viral Marketing: Generating a buzz and excitement about the product or service by creating content that is easy to share and goes viral.

The key characteristics of POP marketing are:

• Relevance
• Scalability
• Speed
• Interactivity

Power of POP Marketing:

Here are some compelling reasons:

• Reach and Engagement: Pop content usually goes viral and generates a lot of engagement because it can reach a large audience. Consider an interesting meme or a viral video, it is likely to be popular with a substantial following.
• Timeliness: Pop culture is an ideal platform for marketers to capitalize on current events, trends, and conversations because it changes constantly.
• Authenticity and Relatability: Pop content usually speaks directly to the target audience’s emotions, desires, and experiences. Their interest and loyalty are driven by this authenticity.

Benefits of POP Marketing for Retailers:

When compared to conventional marketing, that involves continuous branding or educating, stores have a particular period of time to persuade customers and make purchases from their store. POP marketing works in retail with these constraints because:

• Banners or sign placements are inexpensive and easy to place in a store.
• Retailers may increase sales by highlighting discounts and profitable brands.
• Usually, customers go to stores intending to make a purchase. Stores may charge for building a brand, exposure to new companies, and increase revenues.

Challenges and Considerations of POP Marketing:

There are challenges and considerations to think while using pop marketing, just like with any other effective marketing strategy:

• Authenticity: Make sure the content aligns with the message and brand’s values.
• Shelf Life: As we know pop content usually has a short shelf life, it is important to be prepared to pivot and adapt when the trend changes.
• Content Overload: With the enormous amount of content created, it is crucial to differentiate yourself from competitors and create something unique and unforgettable.

Types of POP Displays:

Customers may differentiate brands from the rest of the products in the aisles or shelves by looking at POP displays. You may consider the following common POP display types for your business:

• Temporary POP Displays: Temporary POP displays are made of less expensive materials like cardboard or banner cloths, that are excellent for testing product placements or for highlighting special promotions. They are generally like banners, freestanding displays, dump bins, signs, etc.
• Semi-permanent POP Displays: Semi-permanent displays are usually made of metal, wood, or glass and are great for highlighting products on shelves or cash counters. For example, jewelry is typically showcased in stores using glass displays.
• Permanent POP Displays: Permanent displays usually consist of longer display tables made of stronger materials like steel, wood, or glass. The use case will determine whether they are shelves or even aisles. For example: The displays you see in stores for watches, phones, laptops, and other devices are permanent displays.
• Digital POP Displays: To increase their customer appeal, digital POP displays will have the capacity to display advertisements, slideshows, or product videos. Malls, airports, and electronics stores usually have these displays.
• Robotic POP Displays: Robotic displays have the ability to showcase movements and actions that help to gather customer attention. These are expensive and usually seen at larger tech shows or conferences.

Tips to improve the performance of POP marketing:

POP marketing is a simple, cost-effective method that has been proven to increase retail sales and provide a ROI (return on investment) to businesses. You can use the following tips while creating your POP marketing strategy:

• Run a POP marketing campaign: POP displays are more effective if they have a festival, sports, celebrity, or other theme. This generates an environment of familiarity as customers visit different stores.
• Include the discounts in POP displays: This will not only help you determine the return on investment (ROI) from your POP marketing efforts, but it will also enhance conversion based on how many people choose to take advantage of the discount offer.
• Use bright colors: Sticking to dull or nude shades may not be the best approach to grab customers in POP marketing. For ideal outcomes, use vibrant shades that go along with the colors of your brand.
• Allow product trials: Provide prospective buyers the opportunity to test your products through demos, sampling, or interactive videos like augmented reality based tryouts. This builds trust, particularly when it comes to premium products.

The above mentioned are the few tips to improve POP marketing performance.

Conclusion:

I hope this article helps you in knowing the answers for the queries: what does POP mean in marketing/what does POP stand for in marketing? and as we came to know, POP marketing is an effective technique that can increase awareness of the brand, drive interaction, and boost conversions.

Sameer is a writer, entrepreneur and investor. He is passionate about inspiring entrepreneurs and women in business, telling great startup stories, providing readers with actionable insights on startup fundraising, startup marketing and startup non-obviousnesses and generally ranting on things that he thinks should be ranting about all while hoping to impress upon them to bet on themselves (as entrepreneurs) and bet on others (as investors or potential board members or executives or managers) who are really betting on themselves but need the motivation of someone else’s endorsement to get there.