CREATING A P.O.P. PLAN
The first step in creating a successful marketing plan is to analyze the client’s situation. This analysis will point the way to a better strategy. The main question to answer first is what does the client hope to gain from the campaign, and how do they expect it to impact their business? Here are some things you should know:
● Client’s Previous Efforts
Looking at the client’s past P.O.P. efforts that have—and have not—worked will make it easier to determine what will work in the present and future. It will also highlight the client’s overall viewpoints on advertising and marketing in general.
● What’s the Competition Doing?
Any good P.O.P. strategy has to take the competition into account. However, simply copying a successful competitor’s campaign is not the best approach, nor is defaming or belittling the competition. Still, it pays to understand why a competitor’s campaign works (or doesn’t work), and this understanding can help to shape your client’s product positioning in the marketplace.
● Strengths and Weaknesses
Analyzing the strengths and weaknesses of the client’s product (or store) can help you decide how to structure the P.O.P. campaign. Strengths can be emphasized, but even more importantly, weaknesses can be minimized by turning them into strengths.
● What do they really need?
Once the overall strategy is determined and the design completed, the production details can be ironed out. All types of P.O.P. signage are useful, but not necessarily all at one time.