Different marketing strategies require the use of different materials and advertising aids. The choice of equipment and campaign implementation method should also depend on the industry in which the advertised brand operates and the type of product it offers. Marketers have POS, POP, and POSM materials and strategies at their disposal. However, it's not always clear how they differ from each other, and therefore, their intended use. We offer suggestions and explanations on the differences between POS, POP, and POSM.
What does POSM mean?
There will certainly be no shortage of “experts” in the marketing and advertising industry who will claim that POSM and POS mean exactly the same thing. Perhaps this is true when it comes to SEO keywords. However, if you delve deeper into the meaning of these two abbreviations, you'll notice differences between them.
POSM is an abbreviation of English point of sale material, Translated, this means sales-stimulating materials. This refers to everything we encounter while shopping in brick-and-mortar stores. Materials in this group range from smaller shelf decorations like wobblers, stripe ties, and shelf liners to larger marketing materials like advertising stands or shop-in-shop displays.
Division, delimitation and affiliation POSM, POP, and POS are easiest to imagine as a tree. The completely superordinate category from which all three others derive is BTL (By-Label). below the line). Right below we can locate POSMThe next line, category or subgroup will include both POS and POP materials, although they still derive directly from BTL, not from POSM. BTL applies to all forms of advertising except mass mediaIt includes event marketing, PR, and all types and forms of direct advertising, meaning that which establishes contact with the customer. While this may seem somewhat confusing at first, as you delve deeper, you'll discover more and more sense and logic in this division.
What does POS materials mean?
As we already mentioned, POS materials it's from English point of sale, while the abbreviation POP comes from the English point of purchasePOS refers specifically to the checkout area, the place where purchases and sales are finalized. It's an excellent place to display smaller items that could easily get lost in the maze of other products in the store. POS materials They can be placed directly next to the cash register or on a counter that is sometimes connected to the cash register. POS materials are most commonly used and work best for products such as accessories, small snacks, press, tobacco products or special, limited offers of certain goods.
The abbreviation POP, however, refers to the entire store, excluding the checkout area, which is reserved for POS. So where are POP materials used? The possibilities are almost endless. It can be a shopping mall, any shelves, display windows, or other types of store displays, shop-in-shop islands, or even display stands. This provides a great opportunity for a brand to become recognizable and encourage purchases. It's in the retail area that shoppers make their choices. specific product or a specific brand. There's no better place to influence their decisions. When it comes to POP materials, there are virtually no restrictions on their location or the type of advertising medium used. Therefore, it's not worth wasting such potential, but at the same time, choose materials precisely and thoughtfully, in a thoughtful manner.
What is POS marketing?
POS materials i POS marketing are inextricably linked to advertising defined as BTL advertising last year, which is below the lineWhat does this English term refer to? We have already mentioned that this is an advertisement that will not be dedicated to mass media, and at the same time, it will target a specific recipient or group of recipients. It will therefore have its target audience.
W marketing Proper placement of media within the store is crucial. In this regard, it's worth referring to specific guidelines that specify how to place a given type of POS media within the sales space for the most effective and efficient placement. These guidelines were developed based on years of observations and research into customer shopping behavior in various stores. To improve POS marketing You should take advantage of the knowledge of salespeople. They are the ones who spend their daily time in the store and with customers, and are the best source of knowledge about shoppers, their habits, and routines. It's worth utilizing this potential. You shouldn't be afraid to test new solutions and vary the placement of POS materials within the store. In addition, promotional items and POS materials should be placed in the most frequented areas of the store to increase their effectiveness and impact on customers.
What are POS materials?
As we already mentioned, POS materials is an incredibly wide group that offers great exhibition possibilities. POS materials They should therefore be legible and attractive to the customer, while also targeting a specific group of buyers. The most popular POS accessories include:
- toppers,
- shelf wobblers,
- shelfliners,
- shelfstoppers,
- cash trays,
- advertising hangers,
- pancards,
- flagettes,
- gondola ends. - shelf ends
- displays
- standby
- displays
Although the choice advertising materials is very wide, their exact arrangement should be carefully considered and the shopping behavior and habits of customers of a specific store should be taken into account.
