Different marketing strategies require different materials and advertising aids. The choice of equipment and the method of conducting the campaign should also depend on the industry in which the advertised brand operates and the type of product it offers. We have POS, POP and POSM materials and strategies at the disposal of marketers. However, it is not always clear and obvious how they differ from each other, and thus what their intended use is. We suggest and explain the differences between POS, POP and POSM.
Certainly, in the marketing and advertising industry there will be no shortage of "specialists" who will claim that POSM and POS mean exactly the same thing. Perhaps in relation to key phrases in the context of SEO, this will actually be the case. However, if you look more closely at the meaning of these two abbreviations, you can see the differences between them.
POSM is short for English point of sale material, which in translation will mean sales stimulating materials. Thus, it will be everything that we meet on our way while shopping in stationary stores. Materials from this group include smaller shelf decorations, such as wobblers, stripe ties and shelfliners, as well as larger marketing materials, such as advertising stands or shop in shop.
Division, demarcation and affiliation POSM, POP and POS are easiest to imagine in the form of a tree. The completely superior category, from which all three others derive, is BTL (ang. below the line). Right below we can locate POSM. The next line, category or subgroup will include POS and POP materials on an equal footing, although they still derive directly from BTL, not from POSM. BTL applies to all forms of advertising except mass media. Therefore, it includes event marketing, PR and all types and forms of direct advertising, i.e. advertising that somehow establishes contact with the client. At first, this may seem a bit confusing, but as you explore the topic, you find more and more sense and logic in this division.
As we already mentioned, POS materials it's from english point of sale, while the abbreviation POP came from the English point of purchase. POS refers in particular to the checkout area, i.e. the place where purchase and sale transactions are finalized. It is a perfect place to display smaller goods that could easily get lost in the maze of other products in the store space. POS materials they can be placed directly in the vicinity of the cash register, or on the counter, which is sometimes connected to the cash register. POS materials are the most commonly used and work best for such products as accessories, small snacks, newspapers, tobacco products or special, limited offers of certain goods.
On the other hand, the abbreviation POP is used for the entire store, except for the checkout area, which is reserved for POS. So where are POP materials used? The possibilities are almost endless. It can be a shopping arcade, any shelves, shop windows or other types of shop displays, shop in shop islands as well as stand-displays. This gives a great opportunity for the brand to appear in the customer's mind and encourage them to buy. It is in the commercial zone that buyers make their choice specific product or a specific brand. So there is no better space to influence their decisions. When it comes to POP materials, there are almost no restrictions as to where they are located or the type of advertising medium used. Therefore, it is not worth wasting such potential, but at the same time choose materials precisely and thoughtfully.
POS materials i POS marketing are inseparable from the advertising referred to as BTL advertising, or below the line. What does this English term refer to? We have already mentioned that this is an advertisement that will not be dedicated to mass mediaand at the same time it will target a specific recipient or group of recipients. So it will have its target audience.
W marketing it is important to properly arrange the carriers on the store's surface. In this matter, it is worth referring to special guidelines that specify how a given type of POS carrier should be placed in the sales space to make it the most effective and efficient. These guidelines have been developed based on many years of observation and research into the purchasing behavior of customers in various stores. To streamline POS marketing use the knowledge of the sellers. They are the ones who are in the store and with customers on a daily basis and are the best source of knowledge about buyers, their habits and habits. It is worth using this potential. You should also not be afraid of testing new solutions and a different arrangement of POS materials in the store. In addition, promotional items and POS materials should be placed in the most frequented places in the store to increase their effectiveness and impact on customers.
As we already mentioned, POS materials is an incredibly wide group, which gives a lot of exhibition possibilities. POS materials Therefore, they should be legible and attractive to the customer, and at the same time directed to a specific group of buyers. The most popular POS accessories include:
Although the choice advertising materials is very wide, their exact arrangement should be well thought out and the shopping behavior and habits of customers of a particular store should be taken into account.