Standing directly at the point of purchase your packaging must engage emotionally and clearly communicate functionality otherwise someone else’s product will go into the trolley, so it’s extremely important your Shopper marketing strategy is firmly in place.
It’s a last minute appeal to customers at the moment when they are actually prepared to buy something to buy choose your product. Unlike print, radio, or TV ads which can linger in the minds of customers for months, shopper marketing makes an immediate impact and directly influences behavior. It uses a variety of techniques to make an impression on customers. Any successful shopper marketing effort has to consider the overall effect of all factors on the minds of impressionable customers.
From product packaging to ambient music, from lighting to shelf signs, this kind of last minute appeal to the customer takes many forms depending on the product and the retailer. Grocery stores have long offered free samples, hoping to wet a customer’s appetite at the very moment when it is easiest for them to buy food. For instance, beer and chip makers construct elaborate display ads inside stores at the start of football season.
POS sits on the front line and is one of the last chances for a brand to engage with shoppers. Historically brand owners have invested in specific POS businesses to provide POS creative work. An emerging trend is for brand owners to use ad agencies to provide this kind of service and in some cases to also provide the packaging design. Whilst the idea of simplifying your supply chain is good, be careful it doesn’t bring more headaches than you want to alleviate.
At AWD we have extensive experience creating strategic POS. We believe our broader scope of work for FMCG brands provides us with a deeper more extensive understanding of the brands needs at this vital stage. As well as providing the creative, we’ll also provide consistent high quality artwork, guiding the project from design right through to on site press approval if required.
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