Stop Customers in Their Tracks with Effective In-Store Marketing

Stop Customers in Their Tracks with Effective In-Store Marketing Wetzel Brothers Kevin Heder and Carine Krull

April 21-22, 2010 ď‚Ť San Antonio, TX

Wetzel Brothers’ Expertise within the In-Store Marketing Industry: Temporary Point-of-Purchase

defining “effective” • What are you looking to gain from your in-store marketing?

– Build Brand Awareness – Educate Consumers – Ultimately Close the Sale!

the four “C’s” of effective P.O.P 1.

2.

3.

4.

Command Attention Connect with the Shopper Convey the Key Information Close the Sale

*Adapted from “Four C’s of Effective P.O.P” by Rich Butwinick, president of MarketingLab, Minneapolis, MN

the four “C’s” of effective P.O.P 1. Command Attention Even if your brand is on a shoppers list, they aren’t going to buy it if they need to work to find it.

There are a number of tools at your disposal to attract attention: • Color Sound • Shape Motion • SizeTexture

*Adapted from “Four C’s of Effective P.O.P” by Rich Butwinick, president of MarketingLab, Minneapolis, MN

the four “C’s” of effective P.O.P 2. Connect with the Shopper – – – –

You have a split second Try to tap into memories that already exist in shopper Use visual cues for well known brands Lesser known brands use triggers like color (Blue for air or water, etc.)

*Adapted from “Four C’s of Effective P.O.P” by Rich Butwinick, president of MarketingLab, Minneapolis, MN

the four “C’s” of effective P.O.P 3. Convey the Key Information –

Clear & Concise “NEW in-wash booster”

– – –

Try to not distract from your “Commanding” presence Beware of “Communication Clutter” while conveying info Graphics help to illustrate selling points faster than text alone *Adapted from “Four C’s of Effective P.O.P” by Rich Butwinick, president of MarketingLab, Minneapolis, MN

the four “C’s” of effective P.O.P 4. Close the Sale Eliminate any doubt about the purchase.

Does the shopper: • Doubt the product performance?

“2x More Absorbent than the Leading Brand”

•

Think it’s a risky purchase?

•

Thinks it costs too much?

“Tastes better or your money back”

“Lasts 50% Longer”

*Adapted from “Four C’s of Effective P.O.P” by Rich Butwinick, president of MarketingLab, Minneapolis, MN

trends in the P.O.P industry Insight • In stark contrast to patterns seen just two years ago, today 83% of shoppers are making CPG purchase decisions before entering the retail store; though the economy shows signs of brightening, consumers remain steadfastly entrenched in pre-planned shopping behaviors

Action • Rewire marketing and merchandising startegies to begin impacting the consumer in the home, and carry messaging through to the store with complementary, value-oriented programs

*Excerpt from Times & Trends: A Snapshot of Trends Shaping the CPG and Retail Industries from IRI

trends in the P.O.P industry Insight • Though two-thirds of shoppers now rely on a list for CPG shopping. Listmaking strategies vary drastically across consumer segments

*Excerpt from Times & Trends: A Snapshot of Trends Shaping the CPG and Retail Industries from IRI

Action • Extend communication efforts across a combination of traditional and new media alternatives to ensure reach across a broad segment of CPG shoppers

trends we have seen Sustainable Substrates

Mobile Tagging • •

• • • •

100% Recyclable Material Areas with no foil are much crisper Eliminate Whites Pay for only what you need

Enviro-Corr • • •

Environmentally friendly substitute to foam core Strong, attractive substrate for signage and displays Made with a renewable resource

•

Young technology There are currently many different types of tags For illustration purposes, here is Microsoft’s version:

trends we have seen • • • • • •

Using Common or Multi-Purpose P.O.P Displays Clean Floor Policies Right-Sizing Displays Longer Life-Spans for Displays Co-Branding with Specific Retailers Endcap or Case Dress-Up Kits

P.O.P basics – classifications Temporary

Semi-Permanent

Permanent

1 day – 6 months

6 – 12 months

12 months +

P.O.P basics – popular products • Signage – – – – – –

Retail Signage Large Format Posters Floor & Carpet Decals Digital Signage Shelf Strips Ceiling Danglers

P.O.P basics – popular products • Displays – – – – – –

Merchandisers Counter Displays Standees Pole Toppers Pallet Displays Headers

P.O.P basics – popular products • Specialty Products – – – – –

Translites Static Cling & Clingz DuoCal™ Counter Mats Pegboard Paper™

Wetzel Brothers – capabilities

Stop Customers in Their Tracks with Effective In-Store Marketing Wetzel Brothers Kevin Heder and Carine Krull

April 21-22, 2010 ď‚Ť San Antonio, TX