POSM Strategy or is it?

Ok what is exactly POSM? And how did all these things comes about? Why is suddenly putting posters in front of shops hip and cool?

Well to accurately answers all these questions, you my readers have to touch your hearts and look at yourselves. How MANY times can you actually remember the promotions in the brochures or catalogues sent to your house? Do you actually bring these brochures or catalogues out and refer to them religiously? To check where all the promotions are? The answer is NO. (Ok if you are not 1 of them, congratulations! You belong to the rare 0.1%.)

POSM is point of sales material.

According to my Media Planning teacher Alifiyah (I will check the spelling again) from Mindshare, the "moment of truth" is at the point of purchase. Yup, you can come out with fantastic advertising and award winning catalogues (if there is one) but when consumers reach the retail shop wanting to buy your product and suddenly..... "80% OFF STORWIDE" on your competitors product. They change their mind and bought your competitors product instead of yours. It happen quite a lot of times in supermarket and for low involvement products.

So this is where I come in. To make sure our POSM are PUT UP. A simple job? Nah... Of course I don't only do this. This is just part of the job. The questions are how do we make sure retailers put up our POSM? How do we ensure that they will not only put it today but also tomorrow? How do we overcome their objections of space contraints and such? These require some thoughts.

As I was at a meeting with the marketing team, the head of marketing suddenly suggest that we should just cement the posters in front of the retailers store. I took down that suggestion in my notebook as one of the great ideas to use.

Now the question is "Where do I get the cement?"