(4-1-08) Marcom And POP ... it sounds like "mom and pop" on purpose. This portal is the place to turn to for big agency solutions with mom and pop service. We're the one stop shop for total marketing communications and point-of-purchase graphic solutions. But, "What does it all mean?" you ask ... "Marcom" has become the popular term for marketing communications. This is basically the art of successfully communicating your message to the appropriate market. It's the business of promoting your products' features and benefits within its marketplace. Activities associated with the promotional marketing of products or services -- including but not limited to strategic planning, branding, information design, collateral development, packaging creation, advertising, and media relations -- are often handled by the Marcom Manager. Marcom can also include the formal and informal messages that sellers transmit to buyers; the systematic (planned) as well as the unsystematic (unplanned) promotion by a firm of its products or services to its markets.
Marcom materials take on many different forms and suit various purposes. These are the tools that help one meet their marketing objectives. The most basic is a cohesive corporate identity and business system -- letterhead, business cards, envelopes, presentation folders, etc. Datasheets, often referred to slicks or sell sheets, are a must-have for any product. These should include detailed product specific information such as key features and benefits with a call to action such as contact information or where to puchase the product. Brochures and catalogs allow for more room to educate and inform potential customers. Retail packaging straddles the border between Marcom and POP serving as both an informative sales tool and attention grabber at the point of purchase.
POP stands for Point-Of-Purchase. Literally, this is the location at which 75% of all consumer purchase decisions are made. It can be a physical or virtual space where products or services are sold and purchased, including but not limited to retail store shelves, catalog pages, trade shows, or online shopping carts (websites). POP is also the form of promotion used to support selling and advertising at the point of sale -- displays, consisting of packages, graphics, signs, display cartons etc. used to provide product information and impel on-the-spot buying.
Many people also refer to actual point-of-purchase displays and graphics as "POPs". These can take on virtually any shape or size with many different purposes -- from decals on the freezer section door to freestanding graphics or full endcap displays. Often, POPs simply attract attention to a product on the shelf, or they may provide more detailed information. These could be shelf-talkers or graphics attached to the retail shelf near the product. They could be floor graphics in the aisle or mobiles hanging overhead.
The most effective POPs educate and inform. This can be done with a larger graphic if the real estate is available. Our Pocket POPs are one way to attract attention and provide more information on fliers, rack cards or brochures in the attached clear pocket. POP Pads are another great way to place coupons and small fliers in front of consumers while taking up less space.
Whether you're marcom and POP activities include event marketing, targetted direct mailings, or in-store graphics, we are here to help! If you don't find what you're looking for in our online storefront, please feel free to contact us to discuss the right solution for you.
