Point of Sale marketing, short POS Marketing, sums up activities aimed at influencing consumers to buy a particular product or service. What is the distinction between POS marketing and other types of marketing?
Connect with your target audience
POS marketing is solely focused on the location where the product or service is being sold. Typically this refers to a retail environment such as e.g. a bar or a supermarket. For consumer brands POS marketing can play a crucial role in connecting with their target audience.
When it comes to managing POS marketing, there exist many promotional product options. These are called Point of Sale materials. You can read more about them and when to use them here (link to our blog post https://craftedbypes.com/what-are-pos-materials/)
Gain consumer attention and trust
Most consumers aren't even aware of POS marketing. They don't pay attention to it. Until they do. It's hard not to. Let's picture the following scenario.
Someone walks into a bar. Let's call him Steve. He approaches the bar top, to greet the barman and ask for a table. Steve notices a bottle glorifier on the corner of the bar top. It seems to replicate a birdcage, with a wooden base and a metal structure ontop. There is a black bottle in it. The barman tells Steve he can choose any of the free tables. He likes the one furthest away from the entrance and walks towards it. Whilst passing by a cupboard, he notices an intriguing display. It looks like a mini replica of a greenhouse. Same like the bottle glorifier, it is made from wood and metal. Both the bottle glorifier and the display represent the same brand.
When he sits down at the table, he thinks about what he might like to drink. There are a menu and a coaster holder in front of him.
Increase brand awareness
All these products, along with the rest of the POS materials located in this bar, increase the probability that consumers become aware of certain brands. If done correctly, in terms of product design and being a relevant product option to a particular consumer, chances are it will result in positive emotions being associated with them.
It might even lead to an impulse purchase and positive word of mouth, e.g. via an Instagram post of the promotional product and/or the product that is being promoted.
Tell your brand story
All along, from being in front of the bar entrance to leaving it, Steve's senses take in different things associated with this bar. The people, the colors, the smells, the lights, the sounds, the furniture, visual cues from Point of Sale materials. Brands compete for this kind of attention. Particularly at outlets where Marketers believe an impulse sale of their products is most likely to occur.
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