Sometimes I feel like in-store merchandising and POS are like Cinderella at the Marketing Ball. Overshadowed by their broadcast brothers, ignored by glamor-craving creatives and often an afterthought by budget wielding brand managers. Interestingly enough, last week’s Ad Age, called “shopper marketing” or in-store merchandising, “the hottest medium around” and quoted a study by Deloitte proclaiming that it’s growing faster than Internet advertising! Are CMOs and megalamedia agencies finally realizing what those of us in the trenches, or should I say grocery aisles, have known all along??
In-store marketing works!
POPAI The Global Association for Marketing at-Retail, has done extensive studies across multiple channels, all supporting this fact. POP has the power to persuade, the power to motivate, the power to create brand experiences on a very personal level day in and day out. I’ll take that over a Super Bowl spot any day.
