Wednesday, May 28, 2008

P-O-P Every Bit As Important As Brand Building

Those were the words out of Kellogg's Frances Booth, Category Management & Customer Marketing Controller, when she spoke at this year's spring POPAI meeting this past April. Here's the blurb from the POPAI UK site:

[For] Kellogg, P-O-P is every bit as important as traditional brand building especially when it comes to new categories, Frances explored the role P-O-P plays versus other forms of support including above the line. She also explained what Kellogg are learning about the do’s and don’ts of P-O-P.

The presentation concluded with a summary as to how the Company are changing the way in which they work with suppliers and how they are continuing to seek an open dialogue with them in order to generate new ideas and a reciprocal understanding of the Kellogg business.

The meeting also featured a presentation by shopper research agency, Shoppercentric, who unveiled their latest findings on impulse shopping.

Danielle Pinnington, Managing Director of the Company, looked at the factors driving the growth in impulse purchasing and provided an illustration of the way in which it reaches beyond Fast Moving Consumer Goods (FMCG). The presentation demonstrated a clear understanding of the role of impulse among shoppers, the channels that make it happen and the triggers which, in 2007, led to 31% of shoppers claiming 70% of items purchased were selected on impulse.

There's been a lot of discussion lately over the relative merits of different advertising media, since TV viewership is on the decline, and other sectors -- notably, out-of-home, Internet and even mobile -- are growing at substantially faster rates. We've also heard folks like P&G, Unilever and Wal-Mart talk about how important all forms of POP and shopper marketing is to their success. Thus, hearing it from Kellogg isn't too surprising (though it is certainly reassuring).

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