Pay attention to POP advertising
The biggest feature of brand freedom is change! The data shows that 40% of consumers are selling products and brands. In Western, economically developed countries such as Europe, the United States, and Japan, as well as in economically developed regions such as Hong Kong and Taiwan, many marketing companies have entered the stage of detailed marketing, and many companies have accessed via terminals (ie, store outlets). , to make its product sales have different degrees of improvement.
When commodities enter the market, it does not ignore the most direct and effective real-time popular modes of transmission. During the application process, we have been trying to standardize the design execution of POPs and perform POP functions.
The appearance and content of the POP should be directly reflected in the product attributes, let people know that the most direct role of POP is to convey the information of the new product to the customer, convey the content of the product, let the shop's customers understand the product, remember the brand and characteristics, inform The use of the goods. In the consumer's understanding of the product, POP advertising can enhance their purchasing motivation, make them decide to buy and help consumers choose products.
The POP must first reflect the attributes of the product, although the store will take steps to distinguish where the various products are sold, and if the popularity of a brand can be identified as a logo for such products, then the brand is undoubtedly very successful. In other words, we not only allow consumers to see the POP of the product, but also know in which shopping area the product is purchased, and let them form the idea of purchasing the product. They will consciously look for the POP product habit in the shopping mall. Therefore, our design is full of product flavors, whether it is hanging flags or other types of POPs, so that consumers can be guided by it and come to the sales site.
POP is part of the overall brand design. It should create distinctive brands, personalized sales and popular advertising, because popular advertising can create a good selling point for the atmosphere, sight, touch, taste and hearing to stimulate consumers. Let consumers feel the joy of shopping and purchase information have a great influence on consumer purchasing behavior, improve brand loyalty and reputation, establish a good product and corporate image.
However, the popularity of some products lacks a distinct brand personality.
Some product information piled up to form all the popular elements. It may be useful to inform the product information, but it does not help or even negatively affect the personality of the brand. Wasted half of the advertising costs.
The popular design of the entire set of products is to adhere to the shaping of brand personality, as well as the Japanese style of Japanese style, creating a stylish Harbin atmosphere. Among them, the choice of model is crucial. In the process of copywriting, it is necessary to explore the attitudes and language habits of target consumers, and express the brand and product information in the most popular form of expression.
Terminal POP
Each of them focuses on delivering product information to consumers from different focal points. It is not enough to use only one of them, because these popular music are different from magazines. The capacity of newspaper advertisement information is large, the characteristics of professionally shaped brand image and product information, the form that can accommodate them at the same time is simple and cannot carry too much information, only A reasonable range of internally integrated spaces uses different forms of prevalence to continuously stimulate consumers to reach out to publicity.
When the selling point is limited, the POP information in today's retail scene is very important. The variety of products and the competition of many brands make it impossible for the manufacturers to control the display space of the products. The consistency of information is very important. Consistent information including brand information, consistent product information, consistency of pop style and packaging style.
No matter what types of POPs consumers come into contact with, they will not lose product information and brand communication because of information confusion. Continuously strengthen information for promotional purposes. The popular design of the terminal must consider the impact of the site, such as posting and hanging.
The field effect of pop music is crucial. First consider seizing the consumer's eye - even remotely. Therefore, we have a popular design, a simple and vivid appearance, the use of colors is very lively, bright, uniform, whether it is a hanging flag or a poster, the distance of the audience can be identified. The rapid, direct, and conciseness of information transfer has attracted consumers into the store, and the content of posters and light boxes is rich. We communicate the products and brand information in the language of the target group with the tone of the target group, which is also vivid and concise.
Extension of the terminal
We believe that terminals cannot be restricted to point of sale. It extends to wherever the target consumer can feel. For the regional market, the connection between the point of sale and the point of sale is an important part of the terminal. Unlike the sales package display and POP site, the terminal uses the traditional media of local large-scale outdoor advertising, public transportation advertisements and cheap living close to the consumers, so that the target customers can be attracted to this area. In this regard, commodities can work with other brands in the group to form an extensive outdoor network in the sales area and establish image promotion points. Under limited financial conditions, it will satisfy the needs of key sales markets and gradually improve, eventually forming an ideal, long-term, fixed, and lively product with outdoor coverage.
in conclusion
Different products have different strategic needs. We always emphasize that the plan itself is not good or bad, but it is not suitable. This is appropriate, effective, and effective. In line with the principle of "small budget, big advertising", the terminal communication strategy of our R product is not suitable for any brand, and we believe that the terminal communication strategy will bring a perfect listing to the product.