Once again about P.O.S.M. efficiency, or how to count the innumerable.
Despite the fact that it is impossible to determine the effectiveness of P.O.S.M. by the only one parameter which we call “sales”, the latter one plays an important role in advertising campaign planning. Let’s try gain an understanding in particular things: when exactly we should rest upon the sales increase and when we can neglect these figures.
It is not always so that a definite P.O.S.M. campaign’s goal is to increase sales: in some cases it does exist but sometimes this parameter is not taken into consideration at all. Here is an example of a campaign the monthly budget of which can be compared with an average annual turnover of products advertised in it. These campaigns are financed from marketing department budgets which are based on quantity of contacts with the product but not on sales increase.
But still there are other examples of campaigns which take into account the sales increase caused by P.O.S. application and brand requirement decisions such as for instance the increase of recognition and trademark loyalty levels.
The information resource base which is created within the advertising process gives an independent expert evaluation of expediency of future placements. This resource is not only able to determine the efficiency and perspective of different types of in-store signages, but also allows to choose the perfect combination for better results within the framework of this or that strategy.
Let us take a look at some tasks which are popular among the advertisers who finance the advertisement at point-of-sale.
The goals of indoor campaigns at point-of-sale can be classified in three categories:
tactical sales increase, significant and short-term as a rule;
sales support on stable level during the long period or new product promotion;
image advertising campaign organized with the purpose of simultaneous media campaign support
The main goal of first case campaigns is the sales increase. The efficiency is measured just in it. These placements which last for not more than a month are realized as a current promotion campaign support. It may be a present going with a purchase or a special price coordinated with the buyer. In these cases the product lay-out and entrance zone are branded most often.
The campaigns of the second type can either be accompanied or not with the simultaneous activities. Their distinctive feature is the long period of current lay-out and strict attachment of branded zones to the product shelf. This “dependence” on product place can be explained by the fact that it is just necessary to accustom the consumer to the permanent product location securing a particular shelf space.
Image campaigns which refer to the third type do not trace the goal to attract the consumer to a particular shelf or increase sales. They just use the trade space as one of the communication channels along with other media which are already engaged. The main efficiency criterion for this very campaign is nothing but the quantity of advertisement reviews. Therefore the most popular space is the till zone which allows to get the maximum of contacts.
Let’s take a good look at a following example. In four trade outlets of different formats which carried out all three types of campaigns in the same time, the trained staff watched the consumers’ behaviour during one week. The following parameters were taken into account: the behaviour of a purchaser during the approach to the particular signage, his ability to recall the product which was advertised, the accordance of feelings to the emotional brand constituent and, of course, sales.
Thus according to the research almost every single customer who bought a product boosted within the framework of the campaign, could see and remember the stickers fixed on doors and check-rooms. They also could describe in details different elements of shelf design. Purchasers who did not buy any products paid attention to the branded shelf and confirmed the ability to find it easily.
All these evaluations of different in-store displays and signages do not only let calculate the expediency of investments in a particular advertising material placement, but also promote the optimal pool of these advertising materials destined for a special objective solution.
P.O.S. Materials Magazine