Magazine article Marketing

Measure for Measure

Magazine article Marketing

Measure for Measure

Article excerpt

It is no Ionger enough for POP campaigns to work, they must now be seen to be working

When brand owners spend money on promoting their products or services, they want to see a payback. Even if the promotion involves a relatively cheap and cheerful point-of-purchase campaign, marketers still want accountability.

This old chestnut is full of ambiguities though. For one thing, what will be the measure of a successful POP campaign? Will it be an increase in sales and, if so, how much of an increase? How can POP's effect be separated from other promotional activities, such as quality of product, price versus competitors' advertising, and existing brand equity and awareness?

"Most clients accept that when they put in place a point-of-purchase promotion, sales will go up. It's difficult to separate its effect from other promotions," says Martin Law, a director of Fords Design Group.

There are, however, some clear examples of where POP's effectiveness is being quantified and tested. One company that actively measures POP campaigns is Aspen Field Marketing, which counts among its clients Vodafone and Compaq.

Gary McManus, Aspen's business development director, claims: "POP accountability can be measured and it is how our effectiveness is measured. We track sales to ensure that the visibility and positioning of our client's products is pushing sales up. However, I believe that for most other companies using POP, evidence of success is usually anecdotal."

The company carried out research for a client whose main distribution was done through CTNs. "We discovered that by putting POP inside and outside the outlets, there was a 13% increase in sales," says McManus.

Martin Kelly, head of Display Work, a Design in Action company, agrees that POP goes beyond in-store activity. "POP doesn't limit itself to in-store merchandising materials. The consumer decision can be steered your brand's way by materials outside stores, on the road leading to it and even in the car park," he says.

Display Work has recently designed and built a number of merchandising units for Kodak Film. "The Kodak units are intended for prominent end-of-aisle siting. Measurable increases in product through-put were recorded, compared with previous levels before the merchandising units were installed. That is Kodak's only criterion for success.

"I can't see anything changing the emphasis on rate of sale as the criterion upon which POP will be judged. I'm not unhappy about that. …

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