We have already determined that we want to get people’s attention as they walk around the aisles of the stores. We want to send them a signal that says, “we’re here, take me home.” After all, point of purchase materials are used to influence a person’s decision right at the place and moment they have to select which product to take home. In order to do that, and considering the huge amount of products at supermarkets and discount stores, we need to establish unique ways in which we can talk to customers. How can we cut through the clutter and make a difference?
The first thing that comes though my mind is by selecting the right point of purchase materials, according to your budget, strategy and communications objective. Remember these pieces are great for generating brand awareness. There are many types of materials that can be used at the shelf area, including the following:
- Wobblers: These are the pieces that hang from the shelf, facing front, thus creating a sensation of motion. They can be made any size, with die-cut, and printed four color process. They are usually made in card stock material. The holding piece I recommend is the one made of PVC clear, 10 mil. Option #1: Consider also using leaving a blank space to put the price of the product if it’s on special. Option #2: Use UV coating to enhance the piece and make the colors stand out. UV coating also protects these materials.
Wobblers are ideal if the visual part is important, meaning there is a small amount of text because they are usually small (5″ x 5″). Remember we want our customers (or prospective customers) to read our message, not run away because it’s too long!
- Shelf-Talkers: This type of promotional material is usually attached to the shelf with double sided tape. The tape acts as additional support because the products on the shelf also hold the upper flap of the piece, which is not printed. It’s normally in the shape of a rectangle and can also be printed four-color process. The additional options include die-cut and UV coating, but keep in mind that quantity and budget are important when considering if you want to add these features. Option 3: These pieces are usually also printed on cardboard stock. There is also the option to print on metallized paper, any color.
One other cost associated with POP materials is the graphic design. We offer that service at no cost, as long as we print the materials. We are also introducing H-UV printing, which makes it possible for us to print on synthetic materials, such as PVC and Yupo. There are many other materials that your brand can use, which we will discuss in the next posts. Have you used wobblers and shelf talkers before?
Many people ask me how long do these materials last. I wouldn’t say there is an exact number of days of months because it all depends on the negotiation with the retail chain, the place where the materials are placed, and how people handle the materials. The important thing is to print them in a material that’s not too thin, like cardboard .14 and to give enough materials to merchandisers to change, if necessary.