Introduction
The usual out-of-home advertising types in the Philippines, like billboards and bus ads, tend to overshadow smaller-scale strategies like point-of-sale (POS) advertising. Nonetheless, POS advertising is just as helpful and, at times, more effective in increasing brand awareness and converting leads to actual buyers. How exactly does this strategy work, and how can it help your brand reap the benefits? These insights from Outcomm can provide the answers you need.
Point of Sale Advertising Formats
Point-of-sale can refer to a variety of things: it can be the hardware or software merchants use to process buyer payments, but it can also pertain to physical areas inside a store where transactions are made, such as locations near cash registers or self-checkout stations. In marketing and advertising, the latter definition applies more appropriately.
Some examples of POS advertising strategies include the following:
Mini Billboards
Mini posters or billboards placed near a POS can influence a buyer’s final purchase decisions. Take, for instance, a wellness billboard that showcases select products with health benefits. This type of messaging can resonate with customers who are considering ways to enhance the nutritional value of their food purchases.
Digital Signages
Placing digital signage near a POS presents a lot of possibilities for advertising your brand. You can use it to guide potential customers to the location of promoted products, or you can run a dynamic display promoting your brand. Some food kiosks in malls feature display screens that show the process of making their products, which catches the attention of customers and passersby alike.
Demo Stations
A demo station is typically near a POS, so customers can easily add the advertised product to their cart upon checkout. Some examples of these include a demo for a karaoke machine or an innovative clothing iron.
How Point of Sale Advertising Helps Increase Your Brand’s Revenues
You must have realized by now how ubiquitous point-of-sale advertising is in the Philippines. It’s popular because it has consistently worked to increase brand recognition and, over time, revenues. Specifically, POS advertising helps your business in the following ways:
Increases Brand Awareness
Advertising near a POS increases brand awareness as it’s close to buyers at the bottom of the sales funnel, where considerations for purchasing decisions are most heightened. When a consumer is in buying mode and attracted to your ad, they may consider the brand the next time, or better yet, grab it there and then and try it.
The key here is to ensure that your ad truly piques the interest of your target audience. You can appeal to consumer pain points, such as the difficulty in finding a healthy alternative or concerns about the cost-effectiveness of buying groceries. Craft a brand message that addresses their real-life worries to make your business more memorable.
Encourages Customer Engagement
Advertising in POS, primarily through an interactive display or demo-like ads, can increase audience engagement with your brand. The more curious they are, the more likely they are to spend more time reading about what you are selling, and the higher the possibility of raising brand recall. Use words that appeal to the emotions they might be feeling as they line up for the cash register, such as excitement for a new purchase, worry about a slightly expensive choice, or longing to go home as quickly as possible.
Taps Into Purchasing Mindset
When people are in a purchasing mindset, they are more easily convinced to buy more if you persuade them enough. Leveraging this buyer’s psychology is effective when you place your ad near the payment area and place the actual offer in proximity to the POS. You can tap into impulsive buying or influence their choice of products upon checkout by being convincing enough with your ad.
Of course, you need to catch the buyers’ attention first so they can read your message. You can do so by opting for dynamic displays, catchy images, or a gimmicky format. The key is to capture their attention with your main message and convince them that their last-minute purchase of your products will be worthwhile.
Upsells Priority Offerings
Advertising at the point of sale is an effective way to upsell a store’s priority products. Maybe your shop has a trademark item, and you want to increase its sales. Putting that particular offer at the POS alongside a compelling ad copy will make your product shine. When you combine that with tapping into the consumer mindset and engaging your audience, you may contribute to a short-term increase in sales. If you are prioritizing a particular item, that bump in revenues may be just the push you need to thrive more.
Establishes Brand Reputation
A brand being placed at the POS creates the impression that it is trusted by the shop enough to endorse it upon checkout. It’s an automatic bump in your reputation if your product receives an ad spot in these payment areas. People who notice how your brand is seemingly favored may be more inclined to buy your product based on that assumption. Of course, it’s essential that you back up your advertising claims with high-quality products to maintain that reputation and create lifelong customer loyalty.
Conclusion
When we say out-of-home advertising, billboards often come to mind first. However, in micro moments, especially at the crucial stage where buyers are lining up for checkout, the right ads can more effectively influence purchase decisions. Point of sale advertising in the Philippines, thus, is an effective way to sell priority products, establish brand awareness, and build customer loyalty to your business. You simply need to start by understanding your target market and crafting concise messages that resonate with them. Also, place your ads in strategic locations, ensuring that your displays are within the line of sight of your target audience.
Outcomm can assist in your ad placements! Call us now to see our inventories and gain insights on how best to run your OOH advertising campaign.
