You are in:
POP goes the budget
It’s always difficult when the economy hits a low, but as far as POP is concerned it’s not all bad. POP is one of the only means of advertising that drives an immediate response and therefore budgets have suffered less than in outdoor and magazine advertising.
Marketing communications director at Fespa, Marcus Timson, agrees: “The recession has raised the importance of POP in the marketing mix. On the basis that 74 per cent of shoppers make final buying decisions in-store, competitor differentiation at point of purchase is now more vital than ever. What’s more, eye-catching POP can motivate consumers to premium purchases, meaning it’s just as important in luxury retail as in the discount supermarkets.
“Print is a primary communicator at POP, so marketers look to their print service providers to differentiate their brands and respond quickly and tactically to changing market conditions and competitor behaviour. The best POP printers offer the flexibility to produce short-run items with ultra-fast turnarounds and greater levels of individualisation. Fespa's Wide Survey shows that demand for personalisation has risen by nearly 25 per cent from 2008 to 2009.
“Many printers have been prompted to move into niche areas, offering formats, techniques and accessories, such as the inclusion of blinking lights or unusual print dimensions. Textile is also growing in importance as a substrate. Where POP had previously been the preserve of paper and plastics, banners are now being printed on cotton or polyester, as a means of enhancing traditional in-store communication and reducing storage and transportation costs. Printers with the scope to include textile printing in their service portfolio are reaping the benefits.
“In a tougher economic environment, innovation, ROI and measurability are increasingly important. Brand owners need to gain competitive advantage by deploying creative, well executed, fast-moving POP campaigns. Printers with the marketing insight and skill to meet this demand are surviving and thriving in the current climate.”
Innovate to thrive
There are a number of companies taking advantage of these trends in the POP market, one of them being Dublin based 3 Rock Signs, which has invested in new technology to position itself at the forefront of the sign and display market in Ireland.
The company purchased its first HP printer three years ago, with its current setup including an an HP Scitex XL1500 printer, an HP Designjet 9000 printer and an HP Designjet 5500 printer and HP Scitex FB6700 printer, the latter purchased recently, to extend the company’s digital capacity.
Managing director, John O’ Reilly says: “We decided to purchase a flat bed printer so we could be one of the few sign and display printers in Ireland that has a digital point of service for POP and POS applications. Our new printer has been a success with customers and has been used to produce a range of eye-catching, freestanding POP display items for a major telecommunications company, which appeared in stores across the UK and Ireland.”
Using a combination of HP’s digital printing technologies allows 3 Rock Signs to print on a range of media and to be flexible when meeting its customers’ needs, which is without doubt the key to staying on top during a recession. With the HP Scitex FB6700 able to handle the rigid substrates required for POP and POS items, 3 Rock Signs is positioned to take advantage of the upturn in the market.
Roll-up, roll-up
Another option in the POP market is the pop-up or roll-up display, which is gaining in popularity because of its versatility and ability to be used in a number of locations for maximum effect. Despite the recession however, there is still a valid argument for buying well. The old saying ‘you get what you pay for’ has never been more true.
National accounts manager for Eurostand Display, Sam Mooney, explains that although many buyers use cost–benefit analysis to make their purchasing decisions, some still don't. He said: “It depends on whether you accept the risks inherent in buying cheap goods, or whether you recognise the peace of mind that comes with spending a little more, such as improved performance and longevity.”
Mooney advocates a considered approach to buying roll-ups: “If you sell a lot of units to third parties, it’s worth considering how many will find their way back to you. What is the real price of roll-up systems returned by disgruntled customers? Reduced profitability? Lost clients? Irreparably damaged reputation?”
Eurostand Display boasts a failure rate lower than 0.1 per cent for its STart system, but this is not the only differentiating feature. STart is engineered from a heavier gauge aluminium compared to similar designs and its smooth graphic retraction mechanism is designed to perform repeatedly.
“Think ahead before you choose which roll-up to stock and you’ll conclude that you can’t afford to buy goods on price alone. Our central philosophy is to provide all the products resellers need, using a single point of contact and with swift delivery directly from stock.”
And finally
It doesn’t take a genius to work out that when the market is at an all time low, the main factor on which you can differentiate your offering is quality. By providing the right quality at the right price companies will be set to go from strength to strength as marketing budgets finally return.
