POS-materials from KOLORO company
In the arsenal of modern marketing, there are a huge number of tools to engage the consumer. One example of a highly effective and yet low-budget marketing communications tool are POS-materials .
The production of POS materials is necessary for those companies that conduct comprehensive advertising campaigns for their brand, not just advertising at the point of sale.
The main task of POS-materials is to stimulate customer demand and consumer activity, to induce a potential customer to make a purchase. As experience shows, promotional activities alone are no longer enough. Every consumer going to the store has a familiar shopping list, in order for him to buy additional products or change the usual brand to another, it is necessary to use post-materials. They gently and discreetly influence the consumer’s mind. Design of POS-materials should be qualitative and effective, beautiful and original, luxurious and rich – such as befits a truly successful “royal” brand.
POS materials
The abbreviation POS originates from the English word combination point of sales – “point of sales”, ie. advertising a product directly at the point of sale.
POS materials ( POS materials POS materials are one of the most effective ways to attract the attention of the customer who makes his choice in the store. Such materials will promote the brand or product directly at the point of sale. Ambassadors are designed to attract more attention and promote the brand more effectively.
Production of POS-materials is quite inexpensive, as it uses simple materials such as cardboard, paper, plastic – but they have a high return, work effectively for you and increase sales by times. For the higher price segment, it is better to use higher quality materials, non-standard design and original shapes. POS materials are placed in the sales area, where they direct the buyer to the place where the advertised product is located, distinguishing it from the general mass of competing brands. If competently apply such materials, they become the strongest means of attracting customers.
POS materials have a clear task – to increase sales of a particular product or product line in a particular retail outlet. The impact that such promotional products have motivates the consumer to make a purchase “here and now”. This is what makes PBS materials stand out among other types of advertising (such as TV or radio advertising), which do not imply a quick reaction of the buyer.
They affect unobtrusively, do not irritate the buyer, unlike the already annoying commercials or billboards on the streets. This is because they are not seen as advertising by the buyer, but it is still an extremely effective means of advertising. For certain types of goods, ads are almost the only way to attract attention (for example, for alcoholic beverages and tobacco products, which are subject to advertising restrictions).
Design of POS materials should be unobtrusive, but bright, and attract attention. Like the packaging of your product, they can play a crucial role in the consumer’s choice of product. The design should use brand colors, a minimum of text and a vivid graphic representation of the product.
Requirements for the design development of PIC materials:
– Should be developed taking into account the peculiarities of the point of sale;
– It is necessary that the design should be combined with the general concept of the advertising campaign;
– The design of materials should be related to the main idea of the brand, comply with the brandbook and the company’s guideline.
Functions of POS materials
Pos materials are needed for:
- Attracting customer attention to a particular brand or product;
- Making a brand or brand stand out from competitors;
- Stimulating consumer awareness of the brand and its advertising campaign;
- Reminders to the audience about the product, brand, company;
- Increasing the level of trust in the company and strengthening its reputation in the market;
- Influencing the purchasing power of the consumer, stimulating impulsive and deliberate purchases;
- Performing an advertising function – “propaganda” of a product, company or brand;
- Forming a “stable habit” of the consumer towards the brand;
- Increasing the level of consumer loyalty to the brand.
Perfectly proven ambassadors of materials in the field of impulse sales, which include various small things – cigarettes, candy, gum, stationery and other goods. Products placed in the checkout area only increase their sales due to POS support.
Types of POS materials
Conditionally, the materials are divided into two varieties:
1. Printing Materials. Anything that is made by means of various types of printing, using materials such as paper, cardboard, fabric, plastic, etc.
2. Materials made of chipboard, metal, glass. More expensive materials, however, their lifespan is virtually infinite.
Depending on the location of the post, materials are divided into the following types:
- Located in the exterior design area;
- Materials in the entryway;
- Located at the point of product display;
- Materials located on the sales floor;
- POS materials in the checkout area.
Look at the materials in the exterior design area:
– Panel-bracket – a structure placed in the end of the building of a retail outlet, can be static or dynamic, in addition, light. Most often such structures rotate around their own axis, with the help of wind or other technical possibilities.
– A pole is a small structure installed in front of the entrance to a retail outlet or indicating its location. It is easy to clean and move, making it very convenient to use.
– Sidewalk graphics – an offer to visit a retail outlet expressed in a graphic way – an image with a protected surface, applied or glued directly to the asphalt.
In addition to the above-mentioned materials, various stickers and designs placed on urns, window panes, windows and doors, floor ashtrays, etc. can be used in outdoor decoration.
Such materials help the consumer to quickly find a store where he can buy the product he is interested in. They attract the attention of the audience, encourage them to visit the outlet, inform them about the availability of certain products.
POS entryway materials:
– Signs – plastic or cardboard signs of rectangular shape, containing information about the product of advertising nature, and may contain additional information for the consumer, for example, “closed/open” or “on/off”.
– Product cards – a relief image of a product with its price, placed on cardboard or plastic posters.
In addition, this area uses various promotional stickers on lockers, keychains, shopping baskets and shopping carts.
Such materials remind the consumer of the brands offered at the outlet.
Pos materials at the point of display of goods:
– Shelf strips – strips made of plastic and fixed on the end of racks or shelves, which show the name of the product and brief information about it.
– Tabletop – placed on any horizontal surface, but most often on promotional tables or tables at the consumer’s item locker.
– Hanging pockets – detailed product information placed in special pockets. To attract attention in the design of information, often use large fonts and bright contrasting colors.
– Price tag holders – various devices on which information about the cost of goods is indicated – needles, badges, stands, corners, various clothespins, etc.
These point-of-sale design elements convey certain product information to the consumer to guide the customer’s choice directly at the point of “meeting” the product.
A more generalized classification contains the following types of POS materials:
- Wobblers;
- Mobiles;
- Liners;
- Shelf talkers;
- Stands, spiders and other advertising structures;
- Moulages;
- Stoppers;
- Dispensers;
- Flags and garlands;
- Packaging;
- Price tags;
- Stickers;
- Leaflets and flyers;
- Brochures;
- Booklets;
- Catalogs;
- Souvenirs.
Branding agency KOLORO
Branding agency KOLORO has been designing and producing POS materials for many years. We will help you to design and produce POS-materials of any complexity, wherever you are – in Kiev, Kharkov, St. Petersburg, Moscow or other cities of Russia and Ukraine.
Quality, professional and “with a twist”! Specialists of branding agency KOLORO will successfully visualize the required message to the consumer to make a purchase, colorfully and emotionally decorating the information field of your brand!
Draw attention to your “royalty” – but remember that the design of the “titled” brand should always be at the highest level!
