What Is POSM? Common Types of POSM in Marketing

Why do well-funded media companies plan POSM placement so carefully to get the best campaign results? Read on for Mona Media detailed information about POSM and the types of POSM used in marketing.

An overview: what is POSM?

To use POSM well, you need the basics first: what it means and the common forms. Knowing what POSM iswill help you get the most out of it.

The basic meaning of POSM

POSM is also written as POP or POPM, and the term is used in design, communications and product advertising. POSM stands for the English phrase Point of sale materials. It covers the items that help promote brandsand products at points of sale. POSM is very important and essential to any business. Today it comes in many forms, such as posters, standees and flyers, which many businesses use. POSM does not directly raise revenue or profit. Used properly, it helps you reach potential customers. See also our content marketing services for online marketing campaigns HERE

General formats of POSM

There are 2 basic kinds of POSM today: POS and POP. They are quite similar, but each is used in its own way.

• POS is the point of sale, seen from the viewpoint of the person who advertises and provides the service. Sellers launch their products at these locations.
• POP is the point of purchase. Here businesses treat it as the place to design for, to attract people who want to buy.

When you design POSM, you need to set exact sizes and standard shapes, and also arrange separate tools to carry out the advertising.

Benefits of designing POSM for your business

• POSM makes your products more eye-catching to customers who are interested in them.
• It gives useful product details and strengths, specific enough to aim at potential customers.
• POSM is very useful for retail outlets. If you understand what POSM is, it helps you find customers more easily.
• It is a traditional way to advertise products at a much lower cost than other media.

Common forms of POSM in marketing

Once you know what POSM is, you need to understand its different forms. Here are the most common ones.

Poster

Posters are usually stuck on flat surfaces to promote products and services. Each product is shown with striking graphics. The two most common sizes are 40x60cm and 50x70cm. Poster POSM appears often in shops, small outlets and markets.

Leaflet

These flyers are quite like brochures, convenient and well designed. The most common sizes are A4 and A5. They are handed directly to customers with promotions or news about new services, and also displayed on shelves or at checkout.

Standee

Standees are widely used in stores, supermarkets and exhibitions. A standee needs a stand, and the most common sizes are 0.6×1.6m or 0.8×1.8m. They are valued for flexible use, compact design, easy moving and many styles.

Sticker

Stickers are cute, striking images stuck on shelves, cabinets and other spaces to promote products. They come in many sizes but are never bigger than an A5 sheet. Stickers go on the product itself and come in many shapes. They need to be eye-catching and appealing.

Divider

Dividers are one of the most common POSM in supermarkets. They sit on the main shelves to separate product sections, and a vertical design works best. A divider uses eye-catching images to make the product stand out and get customers' attention. The vertical layout takes up less space, so customers can also move around more easily.

Wobbler

Wobblers are small ads that clip on or hang in the main hall of a supermarket or small store. They show prices or the latest promotions with distinctive product images. Today they are used to catch customers' attention, most often in toys, pharmacy and household appliances. Wobbler copy is kept short and eye-catching while still carrying the personality of the brand or product.

Tester

Testers are product samples for customers. They can be smaller than or the same size as the main product. A tester that makes a strong impression works well for reaching customers and raising sales.

Gondola end

These are professionally and creatively designed units. They promote one product line for each brand. They sit at the end of a shelf row, in a color scheme specific to the product being promoted.

Check out counter

A checkout counter display is a rack at the register that holds convenience items. Most convenience stores and supermarkets have one. Stores use it to show popular snacks such as chips, chewing gum, chocolate and other familiar items that people pick up while paying.

Booth

Sales booths are small separate spaces that a business uses to promote its products and services. A booth usually displays products, with about 2 to 5 staff inviting customers to try them. Booths are often placed where many people pass, such as schools, supermarkets and parks.

Showcase

Showcases are refrigerated units for displaying products that must be kept frozen. They also include small display boxes next to the main shelf to attract customers. A showcase has a simple, transparent design so customers can see the product easily and product images can be applied for advertising.

Points to note when designing POSM

If you want to build a brand, a consistent and eye-catching set of POSM designs is essential. Businesses should not focus only on display support. You need to catch customers' attention at points of sale and marketing, and stand out from competitors in the market. Here are some points to consider before you design POSM for your advertising strategy, along with what POSM is. See also: Build an effective online sales brand

You need a message that works

You need to design all the visuals, tagline or the slogan used in the ad, so that it carries real meaning. You apply it directly to the product to build a smart strategy. Shoppers are the group most strongly influenced by advertising, so you need to design messages made for buyers around the point of sale. Still, keep to the spirit of the brand, which is to influence consumers in a positive way.

Use QR codes to make points of sale work harder

As information technology advances, businesses use QR codes to make sales areas more effective. They bring many benefits that improve how customers respond, because most customers have a smartphone. POSM forms that carry a QR code usually bring many benefits. They do more than promote for a moment. They also let the business collect customer information, which pays off later.

Choose suitable colors

Color plays a very important role in almost every kind of design. It can draw customers' eyes to an image, stir emotion and carry a message well. So the colors in POSM should fit the goods and the brand identity. That way customers who look at it can tell what the product is and which brand it comes from. POSM often uses bold colors with strong contrast to attract attention. Depending on the customers you want to reach, design POSM made for that group. See more: What colors mean in brand identity

Define the right customer group

Advertising companies often fail because they do not define potential customers to reach. This leads to mistakes in design and in how the message spreads. So you want to shape the what POSM iseasily and with the greatest effect. You should know target customers you want to target. This cuts unnecessary cost and loss. In short, this article has explained what POSM isand the features of the basic forms. Investors should judge it correctly, with the aim of attracting more customers. You need to carry it out precisely to get strong results. See also: Attract customers with an online business platform