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Branding Without Advertising:
Communicating at Point-of-Purchase
Stephen J. Hoch, John J. Pomerantz Marketing Professor, The Wharton School; Advisor, Proteus Design
It is common knowledge that it takes more advertising dollars to reach today’s skeptical consumer. Many companies do not have large enough budgets to use advertising as their main branding tool. Professor Hoch argues that a visual solution involving product design and packaging can work just as effectively in building a successful brand. Credibility, consistency, distinctive content, strong communication and unique visualization factors play critical roles in brand success. Point-of-purchase is where undecided consumers sit and wait for the WOW factor to drive the purchase decision. The more differentiated, creative, unique and practical the product design is, the more consumers, both loyal and undecided, will lean toward purchasing your product. Research and case studies to support this argument will be used to bring the concepts to life. Key points include:
- How product design can be used to market the product at point-of-purchase
- What you need to know to succeed at point-of-purchase
- How to differentiate your brand in a me-too commodity world
- How to educate consumers on both benefits and features e
- How to merchandise when there is no in-store sales assistance
- Competing in the big box world
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