It is well-known that in the point of sale advertising the messages have a direct impact in the costumers. Because of this reason its persuasive strategy has to be really big in order to generate an immediate reaction in the client that will make the decision to buy or not to buy the product.
In a post of Mark-Vent Consulting called “La importancia de la promoción en el punto de venta” it is said that the key is in the designing surprise and in a correct ubication of the POS advertising , besides of bearing always in mind the main target to which is directed. More than a perfect product, it is essential to boost an easy, efficient, creative and powerful communication. Besides, there are different types of sales to consider because not all the decision making processes are equal or adressed to the same emotions depending on the promotions. The advantages related to the PLV can be summarised in one sentence: they can catch the attention involving or communicating something important to break the monotony, they help to preserve the commercial image of the brand and help to fidelize the company and promote the buying in the decisive moment to increment the sales. We also have to bear in mind that the costumer is getting used to the POS advertising, so he or she has become more demanding with the advertising and is not easily impressed with an offer or a limited edition, yet he or she looks for something exciting and makes the product unforgettable. Precisely, the POS advertising formula is influential because is present in the buying or the service contract act itself. According to several studies, we know that the costumers focus in a 53% on the brand, in a 33% in the promotion and in a 21% in the product’s price.
All of this proves that if in the beginning the POS advertising was used to reactivate the sales of a particular product, nowadays is used as a distinction and a claim of a brand to achieve that the costumer integrates the product and brand in its consumption habits. Because of this it is important to take care of both the creativity and the geographic ubication, because it is great to work on a good design and a claim, but if the costumer does not remember where to find the POS advertise, when he or she comes back it will be impossible to keep the product integrated in the buying routine. With this it is also clear that a repetitive POS advertising will fail in drawing the attention if its maintained during a long period of time, so if the advertising it’s not being used only for a particular campaign and it is constantly used as the tool for promotion, we will need to work on a changing design that keeps appealing the potential clients for diverse reasons. It cannot be forgotten that the point of sale advertising is in its essence a promotional technique based on a product placement that makes the product sells itself, and that catching the costumers attention is its first aim. In this context, training and qualitative programs and incentives for the employees arise, and becomes really important the commercial ubication.
