The main reason that some people take opportunities when they arise, and others do not, is that some people are ready.
They have their business plan ready and all they need to do is take advantage of the opportunities.
Where can you find the right business plan?
If your business is based in the United States - click here
If your business is based in the U.K. - click here
Ideas To Action.
Part 50 - Point-Of-Purchase.
A range of different materials can be used to promote particular products, or product ranges, in retail outlets. Point-of-Purchase (P-o-P) methods have traditionally been used in the 'Fast Moving Consumer Goods' (FMCG) area, but are now seen in a wider range of markets. Material might range from basic posters and leaflets to stands and shelves especially designed to display the product. The retailer can be supplied directly by the manufacturer, or materials could be distributed by another supplier. Whilst it is not always feasible to use such methods, there can be scope for small businesses to use them in some outlets.
Point of Purchase (P-o-P) materials offer benefits to retailers. Suppliers can use them to encourage retailers to sell their goods. Materials must be part of a well thought out plan with clear aims, especially if they are used in conjunction with other advertising and promotions. There are a number of reasons for a business to use P-o-P materials.
- Attention - P-o-P materials attract customers to items on sale. This increases the chances of a customer buying on impulse, or at least inspecting the goods with a view to a future purchase.
- Selling - Materials should enhance the overall appearance of items, making them appealing to customers and so encouraging more sales. Materials can also be a way of controlling displays by the business, standardizing the way products are marketed. Clearly, displays should be designed in a way that complements other promotional materials and enhances the product/supplier image.
- Incentives - Good displays enhance the appearance of the shop - an incentive for the retailer to use them. They will also be encouraged if product sales are expected to improve (unless it is at the expense of sales of other lines).
- Information - Some products require a lot of information to be supplied before customers are prepared to buy. This could be in the form of leaflets about the product, videos demonstrating its use, etc.
- Special Promotions - Special promotions can be presented and packaged using P-o-P materials, e.g. display of free gifts.
Methods of displaying products for sale will vary. Displays should be both inventive and original.
Display stands are a good method of displaying products. They can be either free standing or placed on a counter. If they are not good quality, they soon become shabby, and will not display the goods well. They may also present a bad image of the supplier. Shopkeepers may not have the time to clean stands. The supplier may have to make time to do this. Stands have to be durable in order to last in a retail environment, especially if trolleys are used. They must also be stable so as not to topple over when full or half empty. 'On-the-counter' stands are often dictated by the type of outlet and consequently the type of display counter available. The amount of counter space available is unlikely to be very large, and the display unit design should allow for this. If they are too high, they may detract from other displays on or behind the counter, and may also prevent the owner from having an adequate view of the outlet.
These could be placed in the shop itself, e.g. on pillars, on the wall in a prominent place, or on the window or door. They need to be eye catching. The size will depend on the outlets involved. Old tatty posters do not look professional and may be detrimental. They should be removed when the promotion has ended or before they become torn and out-dated. It may be the supplier's responsibility to ensure that their clients update P-o-P material regularly.
These can be left in the outlets, near the product, for consumers to pick up. Again they need to be eye-catching, but should not contain too much information as it could detract from their effectiveness. It is also possible to use leaflets to advertise discounts or run competitions.
Packaging can be designed to convert into an attractive display stand holding a quantity of products. It is also positive marketing for the supplier - transforming delivery packaging into sales stands could be seen as environmentally friendly.
These are either decorative structures hung from the ceiling, or strips of plastic attached by sticky pads to the fixture at one end and with the logo or product name at the other. These can be placed near the products, at the tills or around the shop.
These can be attached to doors, windows, tills, fixtures etc. They include push / pull, open / closed signs, and can advertise the product and/or the supplier.
These are large free standing containers, usually made of cardboard to hold large amounts of a product. They have a header board which contains details of any offer and often a picture of the product. Dump bins cannot be used for all types of products, as they would not be displayed to their best advantage.
These may be out of the price range of small producers, but may be provided by larger suppliers for independent retailers.
P-o-P materials may be produced and used in conjunction with other promotional items such as promotional gifts (pens, key-rings, etc), and packaging, e.g. boxes that can be converted to displays.
Ideas To Action - next
A Great Business did not just happen - It was planned that way.