Present-day consumers are continually evolving, changing day by day. These changes are reflected in how they earn a living, in their form of entertainment, of how to keep in touch, and even in their choices of sports and fitness activities. With the transformation comes the increasing complexity of consumers’ lives.

Sending a message that consumers would actually understand is already difficult. In supermarkets, there are about 15,000 different products in display, all screaming for attention. Retaining that message in the consumers’ mind at the critical time when they have to make a purchase was to be an even greater challenge. This is where the point of purchase (POP) is now of extreme importance.

In the Philippine Association of National Advertisers general membership meeting held recently at Merk’s Bar in Greenbelt 3, Trade Dynamics Consulting International Inc. managing director Miguel Suterio discussed the basics of the point of purchase as well as ways on how to make the most out of it.

In his speech, Suterio says: “The point of purchase refers to any place where a product or service can be brought. It also includes all the elements surrounding, within and around the place where the product/service is purchased.”

Sadly, most marketing professionals stop at developing materials that they place at the point of purchase. He emphasizes that point of sale materials are not everything; they are only a fraction of the potential marketing activities to be utilized at the point of purchase. “Even the best marketing activities can fail at the point of purchase.”

According to him, the six P’s of Marketing (product, price, place, process, people and promotion) are the elements of the point of purchase. POP is the physical manifestation of the marketing mix. This is a point that suppliers can take advantage of to significantly increase their brand equity. The point of purchase is a great opportunity to make a mark in the consumer’s mind since the person has an up-close and personal encounter with the brand. At this point, a lot of consumer’s senses are engaged as compared to watching commercials on TV, listening to a radio ad or reading an advertorial in a magazine. “It is through this interactive, multisensory manifestation of the marketing mix that suppliers can make a lasting impression on the buyer.”

The point of purchase is equally important to retailers as it is to suppliers. Retailers also have their own marketing strategies that are reliant on the point of purchase. They are also the ones who have control over the point of purchase but suppliers can greatly influence retailers with their capabilities and resources. Both only stand to gain in maximizing customer impact at the point of purchase. Potential outcomes could be an increase in sales volume as consumers will buy more, reduced costs for giving discounts, referral to more clients and the willingness to pay more because of superior shopping experience.

As operationally excellent companies create an unmatched value proposition of best total cost, the question comes up: What’s in it for them? There is only one answer: Growth.

Market leaders never forget the basics: More than anything, talented people are the agents of the company’s success, and that, ultimately; and breakthroughs are born of individuals. The highest form of recognition—the award that these talented people most treasure—is selection for the next, even more challenging mission. Star players are always anxious to learn what’s over the horizon.

Sales and marketing people know the battle plan and the rule book, and when the buzzer sounds, everybody knows exactly what he or she has to do. The heroes in this kind of an organization are the people who fit in, who came up through the ranks.

Present-day consumers are continually evolving, changing day by day. These changes are reflected in how they earn a living, in their form of entertainment, of how to keep in touch, and even in their choices of sports and fitness activities.

Bubuwit was tipped of about a simmering feud between a lady top gun and her employees at an events marketing firm. She was a hot item in last week’s Bubuwit, and now she’s at it again! She suddenly and unceremoniously closed her office, which sent some shivers down the spine of her employees who have just returned from an out-of-town event.