Point of purchase (POP) marketing aims to reinforce a brand's message at the moment the customer faces the decision of which product to purchase. In this presentation we discuss POP material definition and how the challenge is comparable to SEO. Also, we present a brief case about how Johnson's uses POP material for baby products

1. POP MARKETING
How to use it to stand out
from the crowd

2. POP MARKETING
DEFINITION BY CHRON
“Point-of-purchase marketing,
also known as POP marketing or
marketing at retail, uses in-store
displays and other last minute
marketing ploys to influence the
customer to choose a specific
brand or to make an impulse
buy.”

3. OUR APPROACH
! Compare it to search engine
optimization (SEO), where it’s
important for companies, products,
and services to use the right
keywords in order to be found
among a sea of options.

4. SEO + POP MATERIALS
SEO POP Materials
People visit search engine site
to look for something
Customers visit a store to
purchase something
Too many search results Wide variety of products on
each section
Must have the right
optimization to be found
Marketers must strategically
use POP to draw attention

5. WHAT CUSTOMERS SEE
AT THE SUPERMARKET-
BABY PRODUCTS

6. ANALYSIS
! There’s baby powder, baby lotion,
baby oil, cologne, and baby
shampoo.
! There are products from at least 4
different companies.
! The consumer has many choices to
consider during the purchasing
process.

7. HOW TO USE POP
MARKETING
! Communicate product benefits
using different cost effective
materials, like wobblers,
shelftalkers, and stoppers.
! They may use POP materials to
create product awareness or as part
of a product promotion.

8. JOHNSON’S
APPROACH-STOPPER
! Johnson’s POP materials (stoppers), which
can be seen from both sides when people
walk through the aisle, with call-to-action
messages regarding different product uses.
! Change diapers using Desitin
! Bathe with Johnson’s Baby
! Moisturize with Johnson’s Baby

9. WHAT THEY DID
RIGHT
! Reinforce the message at the point
of purchase to draw even more
attention, by suggesting in which
instances each product can be
used.
! Stand out from the rest.