PoP can be tops for marketing

Your article “Sense and Sensibility” (MW September 18) highlighted some excellent examples of unusual PoP displays that looked to appeal to consumers’ every sense other than just sight. I do agree that these promotions are few and far between.

But, that’s not down to lack of creativity and willingness among marketers and advertisers. More often than not, it’s down to the restrictions that retailers impose on marketing practices.

I’m a great believer in PoP and think of it as one of the best media with which to reach consumers. It really frustrates me when a good idea is unable to be seen through to fruition because the retailer either doesn’t understand the concept behind it, doesn’t have the set-up to deliver it or the staff to maintain it.

However, you can’t lay all the blame at the feet of retailers. One of the main factors that prohibits the extent of PoP displays is money – or the lack of it. You may have the best PoP idea ever, but many brands simply don’t have the money to invest in these ideas.

Marketers and retailers need to work together to extend PoP’s marketing boundaries. Think creatively and be open-minded. This doesn’t have to be expensive, but can be a winning formula.

Rob Gray

Managing director

Mercier Gray

London

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