ROI on POP (permanent
& temporary)
With the fragmentation of media, ATL (Above The Line) advertising
is reducing in its effectiveness to reach the consumer. In many
cases it is also reducing as a proportion of total A&P spend.
BTL (Below The Line) investment generally is increasing as a result
of this and also due to retailer pressure.
A major investment in the area of BTL for Consumer Packaged
Goods (CPG) companies is Point of Purchase (POP) or Point of Sales
(POS) material as a way of communicating brands, occasions or
offers to consumers.
These suppliers are increasingly interested in the impact
POP placement has on sales and how effective
one specific POP initiative might be compared to other alternative
investments.
It is also vital to highlight the target outlets
in a retailer’s portfolio for specific varieties of POP
material – for example, at a certain point in the ‘league
table’ of outlets a specific item of POP material will fail
to provide an acceptable return, and an alternative means of supporting
the brand will need to be found.
Meridian helps its clients understand the ROI on these POP investments
by gathering together data from varying sources - including retailer
extranet data such as Asda Retail Link, Tesco TIE, Sainsbury’s
SID and Waitrose Connect - cutting out the ‘background noise’
in the market and developing tools to allow either ad hoc or ongoing
measurement and insight development.
To find out how you can benchmark your approach to maximising
ROI on Trade Investments at outlet level against CPG best practice
click here
