An ad doesn’t do any good if no one sees it — but where should ads be placed to reach the ideal customer? A recent study by Frank Mayer and Associates recently pinpointed the current point-of-purchase trends in marketing for 2019, highlighting ever-changing advertising opportunities. So where should small businesses direct their ad efforts in 2019?
Point-of-Purchase (POP) is a term used to refer to the placement of displays and ads, optimised to maximise the potential impact. POP can mean the difference between an ad or display with high impact, and one with minimal impact. By looking at POP trends, small businesses can brainstorm new ways to expand POP efforts.
Unique POP opportunities are created by crossing industries.
Traditionally, businesses advertise in their own industry to reach a specific customer. But the customer that buys your product doesn’t live on a figurative island and likely has other interests and activities as well. Crossing POP to another industry, Frank Mayer and Associates suggests, could open up more opportunities.
Small businesses can brainstorm ways to reach their target customer as they go out through their daily routines. If your target audience is mums, for example, consider the different places mums frequent like grocery stores and playgrounds, as well as the different online spaces such as mum blogs and apps. The advertising medium doesn’t have to be directly tied to your industry to be successful if it reaches the right people.
Businesses shouldn’t ignore technology, and in particular, augmented reality.
Augmented reality mixes both the real and digital worlds — and its becoming a prime spot for businesses to reach customers. Fashion companies have used the technology as a virtual dressing room, photographers can use AR to show clients what their prints would look like on their walls. Businesses can design their own Snapchat filters for a unique AR ad.
AR is growing in popularity because by mixing the real and digital world, consumers can integrate a product they are interested in into their own lives with just a smartphone. Brainstorm ways to use AR to stand out and offer customers a more personalised experience.
Convenience isn’t going away any time soon.
Saving customers time and effort has always been a good thing, but research suggests convenience will be paramount to reaching customers through POP in 2019. The study notes growth in options like programs for picking online orders up in store or using electronic kiosks for easier checkouts or customer service. Grocery delivery services are also growing in popularity.
Take some time to sit down and ask — what would make my product or service more convenient for customers? What can help them save time or effort? Pinpoint your customer’s pain points and find ways to ease them, and you’ll be rewarded with repeat business for that convenience factor.
Location matters when it comes to placing products and ads. Looking at POP trends can help small businesses increase the impact of their campaigns.
