POP is the abbreviation for 'point of purchase', meaning 'purchase point'. It refers to all advertisements and promotional materials used in stores to provide product information and facilitate successful sales. Due to its advantages of speed, adaptability, and ease of acquisition, it has become one of the most effective means in commercial competition. It can target customers' psychological weaknesses and use exquisite copy to emphasize product features and benefits. POP advertising not only stimulates random (or impulse) purchases but also effectively prompts consumers with planned purchases to make decisive decisions, achieving immediate on-the-spot purchases. Therefore, creating successful POP and effectively utilizing the media characteristics of POP advertising can have the most critical and direct consumer stimulation and encouragement at the sales site, achieving unexpected terminal promotion effects. POP: The 'Unpaid Salesperson' POP uses striking color combinations, lively layouts, easy-to-read artistic fonts, humorous illustrations, and witty captions to promote product features and promotional activities, mark prices, and clarify product categories. This stimulates consumer purchase desire and also decorates the store, enlivening the overall atmosphere. It serves as a bridge between the store and consumers, and between products and consumers. Its purpose is to help consumers choose products, and we can vividly call it the 'unpaid salesperson'. Common Forms of POP Commonly used POP tools include wobblers, shelf talkers, posters, blade flags, shrink wraps/panels, and roll-up banners. How to Use POP Most Effectively!
- Posters Posters are large artworks pasted on street walls or hung in windows, attracting consumer attention with their striking visuals. They are typically used during new product launches and promotional events. Posting tips: a. Position to the left rather than the right, and do not avoid key areas. b. Avoid only 'posting' without 'speaking'. c. Avoid only 'posting' without 'replenishing'. d. Posting time: one week before promotional events, and within 3 months for new products.
- Shelf Talkers Shelf talkers are usually made of laminated art paper and placed behind the price tag on the shelf, protruding 2-3 cm above the shelf edge to attract consumer attention. They are typically used during new product launches or promotional events and have a longer shelf life.
- Wobblers Wobblers are typically made of laminated art paper and PVC material, with one end attached to the shelf and the other protruding in front of the product. They have good elasticity and can bounce, adding dynamism at the point of sale. They are typically used during new product launches or promotional events to increase consumer attention.
- Blade Flags Blade flags are generally made of rigid materials like PVC and hung vertically in front of shelves, providing a strong visual impact to build brand image and loyalty. They are relatively costly and are typically used for large promotions and long-term displays.
- Shrink Wraps/Panels Shrink wraps/panels are usually made of KT boards or plastic film and are placed around the TG (table display) or floor stack of displayed products to beautify the brand image and enhance promotional effects. They are typically used during promotional events or for long-term use.
- Roll-up Banners Roll-up banners are advertising materials used during promotional events or related meetings. They have a base with a spring-loaded roller that retracts the fabric. When opened, the fabric is pulled out and supported by a pole at the back, hence the name 'roll-up banner'. Roll-up banners come in aluminum alloy or plastic steel materials, and can be single-sided or double-sided. They come in many types and offer advantages such as portability, flexible display, and reusable use. They typically range from 60-150 cm in width and 160-200 cm in height. Source: Sugar, Tobacco, Alcohol Weekly Food Edition Long press the QR code below and reply with number 1 to browse related articles by category.