June 11, 2018
Know How

Harnessing the power of point-of-purchase signage

Matt Mantyla is a business development and marketing strategist with AlphaGraphics in Worcester. Reach him at mmantyla1@alphagraphics.com.

Marketing and sales materials surround us at all times. From the business cards you hand out at events, to the flyers tacked up on the community bulletin board, to the postcard you pull out of your mailbox – each piece of marketing collateral plays a role in some bigger campaign. And, when the goal of that campaign is to preempt a retail purchase, there's no signage more important or more effective than point-of-purchase signage.

POP signage plays a number of roles, depending on the mental state of the person seeing it. In some cases, it appeals to impulse. In others, it reaffirms a decision to purchase. In still more situations, POP signage can be the final, little push a shopper needs to buy.

Because of its versatility, proven effectiveness and overall contribution to the sales process, every retail establishment needs to take the power of POP into account when setting up their sales environment.

POP signage is striking

There's a common misconception because POP signage is a staple in retail environments, it's more apt to being ignored. This assumption just doesn't stack up, however. Take a look around any mall, grocery store or other retail space, and you're bound to see POP signage throughout.

People actively look for POP signage to alert them to discounts, deals and specials – and, more so, they actively seek out purchases based on POP signage.

A great opportunity to showcase value

The sole goal of POP signage is to instill value – a reason for people to make a buying decision. Value takes many forms, however, and POP signage has the potential to hit more than one target when it comes to making an impression on shoppers.

The most common way POP signage communicates value is through dollar signs. We've all seen signage with prices slashed or starbursts with new low prices listed. Here, the value proposition comes in the form of money saved. It's easy to appeal to someone's pocketbook.

But what if that product isn't applicable to a shopper? They do not care about price as the value proposition. Here, branding has the ability to still showcase value. Properly branded POP signage lets shoppers know you care about bringing them value as a company. Sure, the current on-sale product might not apply to everyone, but your dedication to offering sales and specials means future value. It's a latent value proposition encouraging shoppers to return.

Finally, POP signage adds value to your brand image. Clean, crisp, eye-catching signage resonates with shoppers and improves perception of the overall brand.

POP takes many forms

Versatility is a major asset of POP signage. It can take nearly any form you need and can be placed strategically to affect buyers. Take a look at some of the most popular, effective POP collateral and who it benefits:

• Window signage communicates in-store specials to passersby, drawing them in.

• Flags, banners and streamers catch the attention of motorists and pedestrians.

• Table signage can be placed near an actual sale site, driving customers to products.

• Floor decals help customers navigate to one or many sales sites within the store.

• Banners stand apart from other advertisements, calling attention to a specific area.

• Overhead signage can be hung, so it's seen store-wide as a beacon for your sale.

The above is just a small sampling of the truly malleable nature of POP signage. There's no end to the shapes POP collateral can take and no limit to the value of tailored, effective signage.


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