P-O-P Salary Survey '99

P-O-P executives who want to maximize their money should manage a staff, focus on temporary displays and plan to hang around their jobs no longer than six years. Oh, and being a guy helps, too.For better or worse, those are some of the conclusions drawn from P-O-P Times' first-ever Survey of Product Marketer Salaries. In August, the magazine sent survey forms to 1,500 readers. Data on various forms of compensation, professional duties and job satisfaction was collected from respondents. Only those respondents who stated that they are involved in the planning and/or purchase of P-O-P materials at consumer product marketing companies that use P-O-P as a marketing tool were included in the database. The survey's focus was on "clients" -- no P-O-P producers were included in the sample. The surveys were tabulated and analyzed by LeeRoy Tupper of Chicago Computing Co., Lincolnwood, Ill.The most controversial survey finding is probably the most predictable: men make nearly $18,000 more than women do in base salary, and about $750 more in annual bonus money. On the bright side, the gap may be closing. According to respondents, women are receiving bigger raises than men are these days. The 7.5 percent average salary hike for women is nearly two percentage points ahead of their male counterparts.Money HasslesHow much are the headaches associated with supervisory tasks worth to an executive? About $13,000 annually, according to survey respondents. And those with university degrees are making about $20,000 more annually than those with just a tech school background.Being a "company lifer," however, isn't your best bet, according to survey respondents. With the exception of respondents who'd put in more than 21 years at the same place of employment, executives who serve with a company for just four to six years were the highest paid, on average.Salaries were highest in the Midwest, lowest in the Southeast. But when it comes to annual bonuses, the Southeast rises again, coming up with an average of $5,300.Relatively few consumer-product-marketing executives work on P-O-P full time. In fact, nearly two-thirds of respondents said that P-O-P work accounted for 25 percent of their time or less. The non-P-O-P projects they most commonly work on included sales promotion materials, product packaging and print advertising.The other types of non-P-O-P projects respondents said they work on included:Customer development and maintenanceProduct managementPricing placementCo-op advertising/sales/servicePublic relationsIndustrial videosTrade show coordinationPrivate label presentation.Gauging HappinessThe vast majority of respondents report that they are satisfied in their current jobs. When asked what was most important in achieving job satisfaction, half of all respondents said "challenging work," while one out of five pointed to "salary & benefits." Although dissatisfaction is relatively low, some specific complaints were aired:"Inexperienced management. They just read statistics and P&L statements.""Staff and budget cutbacks are killing the company.""There's very little respect for employees with outside interests.""There's no team-play action, just plenty of talk."Asked to change one aspect of their jobs, respondents suggested "reducing paperwork," "finding more advancement opportunities" and "receiving more cooperation from management." Other suggestions included:"Let me have a budget.""More recognition""Quality supporting staff""Less micro-management""A stronger team atmosphere"Approximately two-thirds of marketing executives responsible for P-O-P responded that they believe their jobs are secure, although more than one-third have seen staff cuts in their departments. A few expressed some anxiety about the future:"No job is secure. It's the '90s.""The company recently restructured and in-store was given more emphasis.""It has to do with the company's security, not my job specifically.""There are rumors of mass layoffs.""There's pressure from China and Taiwan.""I don't believe anyone at any company should be secure. It makes you continue to do your best."Fully seven out of ten believe their company is appropriately equipped with the tools they need to do their jobs. Still, there were a variety of suggestions for equipment that would make P-O-P-related tasks more efficient:"A database manager""A projector for sales presentations""Updated hardware/software for digital asset management""ISDN lines to the main office""Improved electronic information transfer""A budget for sales/marketing""Better web access""MIS improvements""Multimedia systems""Improved iMacs""A CD burner""A color copier""Mainframe software and training""More video links""A digital camera."Beneficial MovesVirtually all respondents reported that they receive medical insurance as a job benefit. More than 80 percent receive life insurance, a 401(k) savings plan and dental insurance as well. Another third of respondents said that they enjoy stock options and maternity leave as company benefits. While satisfaction levels are fairly high, executives nevertheless are more than willing to move. Certainly, money talks loudest, but many respondents suggested non-salary inducements that would persuade respondents to change jobs:"Contractual agreement, challenging work, senior management support, P-O-P to be considered in marketing mix.""Flexible hours, decision making authority, ability to be self-sufficient.""Creative freedom, respect for the value of merchandising.""Not too much travel, no relocation necessary.""Lots of travel -- domestic/overseas -- and advancement opportunities.""Ability to work from home once a week.""Would not accept it unless area of country were ideal and it offered long-term growth.""More staff and a bigger budget.""More challenging work, opportunity for advancement.""Good product, location, management that communicates, team environment.""Good schools. Business marketing-oriented. Multicultural.""Job security, understanding of marketing, appropriate budgets, patience.""Flex time, equal current vacation time, provide a leased car, signing bonus.""Better 401(k) match, guaranteed bonus, better management support.""Mild weather community to live in, lakeside affordable homes, near good health and entertainment facilities."

P-O-P Salary Survey '99

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