The Most critical Moment IN SHOPPING
Whether you call it Point of Purchase (POP) or Point of Sale (POS) really does not matter. Getting Shopper Marketing Messaging right is a critical part of a marketer’s job. Why? Simple, it’s an opportunity to talk to the shopper at the most critical moment – when they are face-to-face with brands in a retail environment.
There are many theories about the First Moment of Truth and the Zero Moment of Truth (ZMOT). And lots of industry dialogue about shopping behavior and where decisions are made (for each brand and shopper there are a variety of situations and decisions). But, one thing is certain: in store, the shelf (or a display) is the last place you can convince a shopper to pick up your brand and buy it.
This makes it important – especially given how quickly people shop today.
A QUICK SHOPPER MESSAGING CHEAT SHEET
This is by no means a definitive list for Getting Shopper Marketing Messaging Right, but it includes best practices and thoughts to consider:
- Ensure that the message drives sales. All messaging should have a call to action. Ideally, one that inspires people to purchase versus one that bribes them to purchase. Are you doing the right things to entice people to add your brand to their cart? Think “Pick Me Up” vs “SALE< SALE, SALE”.
- Be aware of your environment. Many marketers focus on content without thinking about context. The location of the message in store may have a big impact on what the message should communicate. Does the message get lost in the store environment? POP for pickles on the shelf should be very different than POP for pickles in the deli.
- Get your language right. Limit words. You have a small window to engage the shopper. Sharing everything with shoppers in one message is not a good idea. What do you want them to know and do right now? Check your spelling and language – spell check is not enough as it may not catch wrong uses of words.
- Steward your brand and trademark usage. All brands have – or should have – guidelines for proper use. How should your brand look? Is it appropriate to use the possessive form of your brand? Bottom line: Everything you communicate either builds or takes away from your brand in the consumer and shopper’s mind.
- Use a consistent methodology to review messaging. A standardized approach for POP improves in outlet execution and presentation to shoppers. Do you employ neuromarketing, consumer testing or a third party review? You ARE having brand and legal review, right? There are even third party review opportunities.
EFFICIENT SHOPPER MARKETING MESSAGING = MORE RESOURCES
There are never enough resources in marketing today. This is true regardless of digital or in-store marketing.
Getting Shopper Marketing Messaging Right is a team effort. Specifically for in-store POP, applying a systematized, routine approach to messaging drives not only better execution but drives efficient use of resources that minimizes waste.