Question

Topic: Other

Creating And Pricing A Point Of Purchase Campaign

Posted by Helene on 5/17/2005 at 3:09 PM ET 250 Points
Hi Guys,

I'm with a growing Health food company in the Southwest. We'll be introducing a new nutrition bar to our line in a few months and we need some guidance....

To date our company's POP displays are either badly put together or non-existant. We would like to use the opportunity of bringing our new bar to maket to do a
test run of a new POP program (just for the bar initially, if it succeeds, then the whole line of products).

What we'd like to know:

-How to begin structuring a POP program. What elements should a typical POP program consist of?

-Who to contact for help (any Ad Agencies, printers, etc that specialize... recommendations?)

-KEY!- what sort of buget will be needed for this? (please explain pricing considerations if possible)- I know this is a hard one- general range with considerations will suffice.


-other resources for POP?




Hopefully relevant information:

-Product will be introduced to Health food and also some mainstream Grocery stores (ca. 50 stores for test run)

-looking for some floor graphics, also other smaller graphics in area near nutrition bar, maybe protruding from the shelf? (Not quite sure of final needs, very open to input)

if I've left out any relevant info let me know...

Thanks in advance,
Helene
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 5/17/2005 at 10:16 PM Member
    david.glover has obviously been through this a few times. Nice list of things to think about, and good input.

    There are companies that specialize in POP, but they are all locked into pretty rigid procedures and not terribly creative. I used one for a client and was "underwhelmed" by their professionalism. And they were supposed to be one of the better ones.

    You might want to contact a full-service promotion agency that will do the homework for you, give you at least 2 or 3 alternatives, and implement the one you select. They'll even monitor and report results, if you want.

    I know a couple of good promotion agencies that might be interested. I have no idea what they'd charge, but I know they have the necessary skills to make your test happen. If you want the referrals contact me privately, clicking on my id and using the email address there. I even have specific names at those agencies, and you can tell them I referred you.
  • Posted by Helene on 5/22/2005 at 5:04 PM Author
    Thanks to allof you for the input.
    I definitely have a lot of thinking to do, but with your guidance I feel like we're off to a good start.

    David- I really appreciated your thorough answer- It really got my mind moving in the right direction. The real world advice, tips and homework you gave me will help immensely in organizing our efforts.

    shamacharya and mgoodman- Thanks for the suggestions and input, they were definitely helpful.

    POP Boss- Thanks for the tip on the Beeline Group- I will definitely look into them.

    Kpatti- I really liked your suggestion about branching out our efforts into the fitness centers. Thanks!

    Thanks to each of you for responding so quickly and thoroughly, This was my first experience on this forum, and I am very impressed with the knowledge, friendlieness and willingness to share that you have shown me. Thanks for the good experience- I'm sure you'll be seeing more of me.... :)



BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Other)