POS: 3 essential supports

Are you a store or restaurant manager or do you regularly participate in trade shows? You know that you can't do without "point of sale advertising" or "POS". Throughout the year, these communication supports allow you to transform passers-by into customers and prospects into partners. However, to be perfectly effective, your POS materials must be adapted to each objective, each occasion and each audience. How do you choose the best POS materials for your business? Copymage will help you understand this by presenting you with 3 POS materials that are as essential as they are different from each other:

• the Roll-up,
• the advertising banner,
• and the poster.

What is POP?

The expression "point of sale advertising" or POP refers to all communication media that can be deployed at the point of sale to attract passers-by and inform them about your brand and your current commercial operations.

The POP is often characterized as "last meter advertising" because its objective is to convince potential customers to cross the few meters that separate them from their purchase in your store or from the visit of your stand. These supports take extremely varied forms (banners, stickers, kakemonos, posters, etc.) which it is interesting to combine to constitute a homogeneous and attractive whole.

For example:

• While a window display informs passers-by about your promotional operation, stickers on the ground guide them to the products on sale.
• If a kakemono with your company 's colors allows participants to easily locate your booth, brochures placed on a display stand give them more information on your business proposals.
• Your restaurant's signage attracts customers, but it's the posters that tell them about the special offer of the month.

If these different POS materials are thought out coherently, especially in terms of design, choice of colors and complementarity of messages, their impact is undeniable. Once combined, the POS materials can turn a simple passer-by into a convinced consumer.

A mobile POS support: the Roll-up

The Roll-up is a POS support composed of a printed tarpaulin, a roll-up system included in an aluminum structure and a retractable mast. Once placed on the ground, in the location of your choice, the Roll-up broadcasts the messages written on the tarpaulin as much as it participates in structuring the space delimiting your stand.

The Roll-up is the best mobile POP support. Simple to use, light to carry, it will carry your company's colors and your key messages in all professional events.

At Copymage, we offer four sizes of roll-ups:

• 85 x 200 cm
• 150 x 200 cm
• 200 x 200 cm
• 200 x 300 cm

Regardless of the size you choose, you can choose to print your Roll-up on a fireproof tarp to meet the fire prevention requirements of trade show organizers.

An outdoor POS support: the advertising tarpaulin

The advertising tarpaulin is one of the essential supports for any outdoor advertising. Visible from the road by all the drivers who pass near your establishment, it allows you to pass a short and precise message with the colors of your graphic identity. Placed above the front of a store, it can indicate a change of owner. When there is work going on in the building, installing a tarp on the scaffolding allows you to let passers-by know that your business is still open. During sports events or associations, a tarpaulin placed at the entrance of the stadium can enhance the partners and sponsors in the eyes of all.

You can ask us to make advertising tarpaulins in various formats, including custom-made, ranging from 20 to 150 cm for the width and from 20 cm to 10 meters for the length.

At Copymage, we offer different types of tarpaulins to meet different needs:

• The standard 440g M1 tarpaulin is fire resistant. It is therefore ideal for use in enclosed areas open to the public, such as trade fairs and exhibitions, but can also be used outdoors for a few months.
• The Ferrari 375g M1 pre-stressed tarpaulin is thinner and lighter than its predecessor, while being very resistant (including to fire). It does not curl or wrinkle.
• The 510g M2 outdoor tarpaulin is, as its name indicates, ideal for outdoor use. It is characterized by a thickness and a resistance which allows him a life expectancy of approximately 3 years.

A support for indoor advertising: the poster

The poster is a classic and effective POS support. Inexpensive, they allow to inform customers while decorating a space. Placed on the walls of your store, or even in the window, they immediately attract the eye and highlight your brand. Within the framework of an urban posting, they are frequently used to inform about concerts, meetings, associative events.

The poster is a POS medium that has the advantage of being extremely customizable. Copymage offers a wide range of finishes, especially in terms of paper choice.

• You can choose the weight of the paper: choose a 135 or 170 g paper for an advertising poster but a 240 g paper, thicker and more qualitative for a decorative poster.
• You can choose the quality of the paper: satin for a better rendering of the photos, matte for a more natural rendering and if you want to be able to write on your poster.
• You can choose among 3 types of finishing: lamination (your poster will be more rigid and protected from external hazards), lamination (your poster will be protected by a thin sheet of plastic that extends its life) and lamination (on a rigid support in PVC, aluminum or foam, your poster gains in robustness and relief)

Moreover, at Copymage, we offer a 4H express poster option that allows you to obtain, within 4 hours, posters in A0, A1, A2 and custom sizes, from a single copy.

How to make a success of your POS?

Whatever your choice among the many POS materials in our signage range, we suggest that you take a look at the best way to make a success of your POS:

• Define the objective of the POS

Like any communication operation, it is imperative, before launching into the conceptualization and printing of your POS materials, to clearly define the goal you want to achieve. Is it to promote a specific offer? Are you looking to sell off stock during a promotion? Do you want to enrich your customer file?

• Write the content of the POS

The content of the POS should, of course, be in line with the identified objective. It must also be extremely brief and concise. The POS is not a presentation of your company or a product sheet, it carries a clear, simple and unique message: "sale", "special operation", etc. POS materials are designed to be visible from a distance, sometimes even on the move. The message must therefore be immediately readable and memorable. Finally, it is imperative that the message is extremely clear in terms of identifying your brand.

• Choosing the right POS materials

Depending on the message and the circumstances of the display, you can choose the right materials. It's not a good idea to use stickers in a place you'll be sharing, such as a trade show - your POP material could be drowned out by the crowd. On the other hand, a large format poster will make you visible from far away by all the participants.

• Take care of the realization of the PLV

POP displays are the bearers of your brand image, so they must look professional and be durable enough not to be damaged by passing customers and prospects. For this, use the services of a professional printer like Copymage who can advise you on the best finishes.

• Placement of POS materials

Last but not least, the placement of the POS materials is obviously strategic: it must follow the path of the passers-by from the street to the product or the direction of the participants at the trade show you are participating in. The POS supports must be visible without being intrusive, sufficiently precise without being restrictive.

You are now armed with the tools to design an effective POP display! At Copymage, we are at your disposal to check all your files free of charge before printing and to assist you in printing quality materials.