The power of in-store POP

1. The Power Of P.O.P. “ Serving as the last three feet of the marketing plan, P-O-P advertising is the only mass medium executed at the critical point where products, consumers and the money to purchase the product all meet at the same time. It is no coincidence that with 74 percent of all purchase decisions in mass merchandisers made in store, an increasing number of brand marketers and retailers invest in this medium.” Source: POPAI

3. Purchase Decisions Source: Decision Analyst December 2005 This information is based on the three industries (apparel, consumer electronics and grocery items) where P-O-P shows the greatest influence on purchase decisions.

5. Effectiveness By Type

12. LAMA Stories Hewlett Packard – Camera Sales Objective – HP partnered with Wal-Mart to drive camera sales. This 2 hour promotion in 2800 stores was designed to have children’s pictures taken with Shrek characters using HP cameras. This 6’ x 6.5” Wall LAMA was put up at 2:00 PM and taken down at 4:00 PM. Results – Created lines around the store and resulted in a significant increase in camera sales plus awareness of the camera department at Wal-Mart. Saved HP $100K in shipping charges compared to corrugated alternative. Proctor & Gamble – Charmin Mega Roll Objective – Another Wal-Mart program created to launch awareness of the new king size tissue rolls with click on dispenser attachment. Results – Demonstrated increase in unit sales and new product knowledge. Def Jam Records – Maria Carey Objective – To create awareness for soon-to-be-released Maria Carey CD. Two LAMA programs tied together with a Mini CD holder plus a Big 4 lama with CD tray for display and take away. Results – TBD

14. Annual Spending Source: Veronis Suhler Stevenson January 2005