Generally, when business owners think of advertising and marketing, the mind turns to TV, radio, print and digital. The fact is, a large part of advertising can take place within your store and storefront. Communication can even take place after the customer has left your store by using Point-of-Sale (POS) techniques.
Point-of-Sale marketing is a highly effective way to entice customers into your store, convert them into paying customers and keep them coming back. POS can work well within small or large budgets and often renders immediate ROI results.
A POS campaign at your store may follow the below cycle, which includes the method, goal and message used to promote your business.
Using outdoor, indoor and takeaways together can help you create a well-rounded campaign while creating a pattern for return business and name recall. Suggested methods of POS include:
Once you’ve settled on your methods, you’ll want to follow a few simple guidelines:
• Make your message clear, concise and impactful
• Follow the same message through all points of sale
• Stay true to your brand (logo, colors, fonts, etc.)
• Give the audience enough to entice and inform without overstimulating
(e.g., too many words, messages, overuse of graphics)
• Be sure to three-bid printing or creative work unless you already use
Remember, no one knows your business better than you. So don’t stop with our suggestions, use techniques that have worked well in the past and brainstorm new ideas specific to your client base or region (e.g., college town, high school football, cross-branding with products specific to your area).
Of course, if you wish to use the Mopar® logo on your materials, ask your local Mopar dealer for brand guidelines, specifications and a digital logo.