Point of purchase – Duets singing from the same hymn sheet

With the in-store marketing industry keen to take a more strategic role helping brands market themselves, Marketing Week research reveals that client and supplier collaboration is now the name of the game

Viewpoint: Rob Gleave
Managing director, Momentum Instore

Point of purchase specialists have a battle ahead of them this year. Not just to emerge intact from the recession, but also to ensure that brands and retailers are maximising the benefits that PoP offers them despite their falling budgets.

The danger is that over the coming year quality will be sacrificed to such an extent that PoP campaigns will no longer achieve sales uplift. Price has become the deal breaker for many purchasers, cancelling out any creativity, insight and expertise suppliers can offer.

However, it is encouraging to see from the survey that PoP specialists are working at a strategic level on campaigns. By working in partnership with clients throughout a project, potential cost savings can be identified, and so can potential issues that may cost a client money in the long term.

By working with PoP partners that have the expertise, experience and innovative approach to deliver results within a realistic budget, retailers and brands can reap rewards. Going for the cheapest option represents false economy – this year’s cost saving could be next year’s ineffective PoP. This year good suppliers will prove that it is possible to reduce costs without compromising on quality.

How to maximise the return on your POP investment:

Don’t be brief with your brief
It is vital that a thorough brief is provided and cross-checked. Your PoP supplier should challenge your brief and help you make the most of your budget.
Work with insights, not predictions
Get your PoP suppliers involved with a project as early as possible. Use their expertise and tacit knowledge and let them use their experience to save you money.
Revisit your debriefs and past projects
Reread any internal debriefs or feedback from previous projects to readdress what did and didn’t deliver. Evaluate the key learnings to improve the effectiveness of future projects.

Industry attitudes

28% The amount that PoP spend is expected to decline in 2010 compared with 2009

25% Of PoP suppliers in the UK have outsourced projects abroad

10% Of marketers searching for a new PoP supplier rely on recommendations from manufacturers and other suppliers

7% Of PoP suppliers consider a brand’s main buying criteria is design

4% Of client respondents do not know the job title of the person or the department that deals with PoP installations

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