So, is your POP campaign worth it? Few marketing experts would argue for spending time and money on the execution of a POP campaign if you weren’t getting bang for your buck! We know anecdotally that impulse buying is largely driven by the power of suggestion.
While your Point of Purchase “Mix” is having the correct variety of items, POP “Placement” is configuring your store with the right items in the right place at the right time. You may need one type of POP at the beginning of your customer experience but a different item later—each piece serving a specific purpose.
We recently met with a new customer to map out her franchise's promotional strategy for 2014. During the conversation she asked a great question: "Why should our stores have banners, static clings, danglers, table tents, and magnets if they all have the same message? We explained that the effectiveness of a great POP MIX depends on knowing 1) your types of customers, and 2) your customer's overall experience.
During our 22+ years of printing great POP kits, we have seen how well planned promotional marketing calendars benefit our clients. When done right, this specialized planning and budgeting tool will help your chain operation determine the promotional "when," "what," and "how much" throughout the year.
Once you have decided on a yearly schedule of promotions, you will want to come up with creative ideas regarding communication with franchisees. Try hosting a kick-off conference call for all franchisees to discuss the promotion.
This was BrandPOP’s first time to sponsor and attend the Franchise Consumer Marketing Conference, held this year at the Ritz Carlton - Buckhead in Atlanta, GA. The conference was targeted toward marketing executives of franchise chains both big and small.
