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POP MARKETING

How to use it to stand out


from the crowd
POP MARKETING
DEFINITION BY CHRON

“Point-of-purchase marketing,
also known as POP marketing or
marketing at retail, uses in-store
displays and other last minute
marketing ploys to influence the
customer to choose a specific
brand or to make an impulse
buy.”
OUR APPROACH
!  Compare it to search engine
optimization (SEO), where it’s
important for companies, products,
and services to use the right
keywords in order to be found
among a sea of options.
SEO + POP MATERIALS

SEO POP Materials

People visit search engine site Customers visit a store to


to look for something purchase something

Too many search results Wide variety of products on


each section

Must have the right Marketers must strategically


optimization to be found use POP to draw attention
WHAT CUSTOMERS SEE
AT THE SUPERMARKET-
BABY PRODUCTS
ANALYSIS
! There’s baby powder, baby lotion,
baby oil, cologne, and baby
shampoo.

! There are products from at least 4


different companies.

! The consumer has many choices to


consider during the purchasing
process.
HOW TO USE POP
MARKETING
! Communicate product benefits
using different cost effective
materials, like wobblers,
shelftalkers, and stoppers.

! They may use POP materials to


create product awareness or as part
of a product promotion.
JOHNSON’S
APPROACH-STOPPER
! Johnson’s POP materials (stoppers), which
can be seen from both sides when people
walk through the aisle, with call-to-action
messages regarding different product uses.

! Change diapers using Desitin


! Bathe with Johnson’s Baby
! Moisturize with Johnson’s Baby
WHAT THEY DID
RIGHT
! Reinforce the message at the point
of purchase to draw even more
attention, by suggesting in which
instances each product can be
used.

! Stand out from the rest.


CONTACT US

Contact: Celeste Martínez


Email: celeste@buzzworthycreations.com
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Instagram: @buzzworthy1

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