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DIGITAL Point of Purchase
POP goes the
budget
Point of purchase (POP) advertising drives an immediate response, which is
perhaps why spending in this area has suffered less than in other sectors. In
fact, tough times are currently driving innovation, with many POP printers
moving into niche areas By Tracey Rushton-Thorpe
I
t’s always difficult when the economy hits a communication and reducing storage and
3 Rock Signs
low, but as far as POP is concerned it’s not transportation costs. Printers with the scope
produced a range
all bad. POP is one of the only means of to include textile printing in their service
of POP display
advertising that drives an immediate response portfolio are reaping the benefits.
items for a major
and therefore budgets have suffered less than “In a tougher economic environment,
telecommunications
in outdoor and magazine advertising. innovation, ROI and measurability are
company
Marketing communications director at increasingly important. Brand owners need to
Fespa, Marcus Timson, agrees: “The recession gain competitive advantage by deploying
has raised the importance of POP in the creative, well executed, fast-moving POP
marketing mix. On the basis that 74 per cent campaigns. Printers with the marketing insight
of shoppers make final buying decisions in- and skill to meet this demand are surviving and
store, competitor differentiation at point of thriving in the current climate.”
purchase is now more vital than ever. What’s
more, eye-catching POP can motivate
consumers to premium purchases, meaning
it’s just as important in luxury retail as in the
discount supermarkets.
“Print is a primary communicator at POP, so
marketers look to their print service providers
to differentiate their brands and respond
quickly and tactically to changing market
conditions and competitor behaviour. The best
POP printers offer the flexibility to produce
short-run items with ultra-fast turnarounds
and greater levels of individualisation. Fespa's
Wide Survey shows that demand for
personalisation has risen by nearly 25 per
cent from 2008 to 2009.
“Many printers have been prompted to
move into niche areas, offering formats,
techniques and accessories, such as the
inclusion of blinking lights or unusual print
dimensions. Textile is also growing in
importance as a substrate. Where POP had
previously been the preserve of paper and
plastics, banners are now being printed on
cotton or polyester, as a means of
An HP Scitex FB6700 printer helps 3 Rock Signs provide a
enhancing traditional in-store
digital point of service for POP and POS applications
16 SCREEN PROCESS AND DIGITAL IMAGING l December 2009 Visit us at www.spdi-online.com
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