Magazine article Marketing

Displaying a Global Outlook: Point-of-Sale, for So Long a Poor Relation Is Fast Coming of Age

Magazine article Marketing

Displaying a Global Outlook: Point-of-Sale, for So Long a Poor Relation Is Fast Coming of Age

Article excerpt

DISPLAYING A GLOBAL OUTLOOK

Two years ago, only two PD Design (PD) clients - Parker and Dunhill - demanded point-of-scale material for use internationally. Today that figure has risen dramatically to close to 30% of all the briefs that the Leicester-based company handles.

Of course, this cross-border trend is nothing new to the glitzy world of above-the-line advertising. But the point-of-scale industry has in the past suffered from a rather lacklustre image. One point-of-scale executive admits that while marketing directors pay lip service to the importance of merchandising, most would not rank it among their top priorities.

But there are incipient signs of a shift in attitudes. "There's no doubt that all the efforts a manufacturer puts into above-the-line comes to nought if the product is not properly displayed within retail outlets," says PD sales and marketing director, Chris Crowden-Naylor.

"Particularly in times when there's a squeeze on the amount of money being spent on advertising - clients move it to below-the-line. It is really the difference between pulling people into the shops via the power of advertising, which is now reduced, and trying instead to push it out of shops through point-of-scale activity," adds Crowden-Naylor.

A familiar refrain from an oft-maligned below-the-line cousin? Charles Kessler, sales director of Kesslers International, points out that while direct marketing, sales promotion and design companies could argue the same point in times of recession, "all those other things rely on languages more than we do".

And there's the rub. The European Community comprises 12 member countries and nine major languages. Attempts to devise TV ads which happily cross borders often result in bland and meaningless pap. But point-of-sale, says Kessler, can be "communication without languages", appealing more to international senses of touch and sight. …

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