Research Before Production: the Key to Successful P-O-P

Attendees at The P-O-P Show last November in Chicago saw stark evidence of just how tough it is to attract the eyes -- and purchasing dollars -- of consumers at a presentation by Joan Treistman, president of Treistman & Stark Marketing Inc. As part of her presentation, "Matching Consumer Insights With Marketing Objectives," Treistman shared video examples of her company's Envision technique, which allows researchers to observe and record consumers' eye movements as they examine product displays and make buying decisions."Only one-quarter to one-third of displayed products will attract attention," Treistman said. "It's not enough for a display to look good -- it must be personally relevant to shoppers because you want their time and you're not paying them enough to waste it. If you don't get their attention in an instant, they're gone.Treistman offered convincing proof with an Envision video in which the real-time vision of a typical shopper was seen jumping erratically from product to product within a mixed-brand shelf display of pickles. Besides exposing the lightning-quick manner in which most consumers process visual data to make decisions, the video underscored the critical need for designing P-O-P and packaging with an understanding of how it looks on the shelf and not simply as a standalone product."Context is a mantra for us, not just for creating P-O-P but in our research," Treistman said. As an example, she cited a project for the over-the-counter remedy Imodium A-D, which revealed that the packaging was effective when viewed on its own. "But when we showed consumers how the product looked on the shelf, with a huge number of competing brands, they found the whole array confusing and overwhelming," she added.The key to preventing such negative responses, according to Treistman, is integrating P-O-P with overall brand strategy and ending the practice of treating P-O-P as an afterthought. She recommended that P-O-P buyers maintain organized, on going contact with their companies' other marketing professionals and work to understand current shopper behavior before developing displays.Without knowing what P-O-P consumers see, what it means to them, how they feel about it, and what they do as a result of seeing it, display developers assume enormous risk in a high-stakes retail world where the average shopper spends just 30 seconds in front of a display and only 20 minutes total in a store."'Build it and they will come' just doesn't work," Treistman said. "Neither does research that focuses on after-placement results, such as sales data, because it doesn't permit the long-term learning you need for long-term P-O-P success."To achieve that success, P-O-P must provide visual impact, quick shopper involvement, speedy and accurate message communication, the desired brand and product imagery you want to reinforce, aesthetic appeal and persuasion. How these six qualities are achieved may vary widely and will depend on the manufacturer's objectives and budget. Using case studies, however, Treistman offered some general guidelines that should be considered for any display.In these case of Entenmann's soft-baked cookies, research showed that consumers found the packaging attractive but were turned off by the boxes' dull and text-heavy side panels, which were all that showed when the product was stacked on the shelf. The company responded by adding some "sell" to the side panels via a picture and flavor information."If brand sales depend on a taste expectation, you must appeal to that," Treistman said. "Making these changes was a way for the company to take advantage of consumer behavior and fulfill expectations."Another area to watch is ad copy, which often must appeal to different demographics. For a project on fruit rolls, research showed that mothers liked the idea of good nutrition but kids couldn't care less. Substituting the word "healthy" for the serious-sounding "nutrition" made the copy appeal to both generations.As for copy placement, Treistman said, "Don't do vertical text. It's too hard to read and it'll be overlooked. The same goes for complicated promotions. Even if you get attention, there's no guarantee you'll generate the involvement required to make the sale."Making involvement easy is critical for what Treistman calls "considered purchases," which require time and careful thought."Whether it's a quick decision or more complex one, in every case P-O-P comes down to effectiveness," Treistman said. "The goal is to attract customers and make sales. Research among consumers is an important tool that can improve P-O-P stopping power and product purchase."

Research Before Production: the Key to Successful P-O-P

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