Willis Offers Criteria For Evaluating P-O-P

In-store merchandising systems are becoming more quantified and sophisticated as stores try to differentiate themselves while selling many of the same products as their competitors. To thrive in such a marketplace requires distinctive and effective P-O-P materials, says Brent Willis, the former chief marketing officer at Kmart Corp."Marketing in the past has been about creating a clear proposition for your brand and communicating and visualizing the brand's benefits," Willis told attendees at The P-O-P Show/Chicago during his keynote address in June. Today, he says, brand marketers must work more closely with the store to engage consumers. "It's about creatingg a galvanizing emotional bond with the consumers, and it has to be achieved over time using consistent, strong messages across all media."Willis said marketers must help retailers create "Retail Theater," in which the P-O-P continues the messages that drew consumers in and now must close the sale. Marketers should ask several questions about their materials to determine if they're maximizing the Retail Theater value of their P-O-P. They are:1. Does it sell? Is it motivational, and is there a compelling call to action presented in the materials?2. Can it fee implemented? Do the display pieces fit the retailer's merchandising strategy and fixture requirements, and is it affordable to produce for the marketer?3. Is it linked to the brand strategy? Do all portions of the brand's marketing story remain true to the image being created?4. Is it targeted? Does the message address the appropriate audience in terms of demographics, lifestyle and heavy product usage?5. Is the message congruent with the proximity to the consumer purchase? Messages must be consistent across all levels of media: TV, print, radio, billboard, and in-store and storefront options.6. Is it integrated with all other elements? The messages should remain uniform across all promotional activities, including Web sites, direct mail and events marketing.7. Is it emotional? Do the benefits and emotional pulls come from real life? Imagery must be created with P-O-P that relates to the target audience.8. Is it memorable? Use all options when invoking the senses and try to stimulate emotions, including sight, sound, smell and texture.9. Can you measure it? To be successful, a program must be able to be justified. Quantifying return on investment is critical to ensuring success is repeated and enhanced.10. Will consumers like it? The displays must remain attractive through their selling lives, and they must add a level of fun and entertainment to shoppers.Creating programs that answer all of these questions requires focusing more attention on P-O-P's advantages, Willis said. "A stronger focus on P-O-P materials won't be achieved overnight. But I believe now is the time for P-O-P, and the time to create powerful in-store marketing that produces strong relationships with consumers."

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