POPAI recognises that the briefing process is a critical part of any Point of Purchase programme. The following is a list of the key topics to be covered in any project briefing. This list is for guidance only and items may be removed or added to meet specific project requirements.
It is recommended that producer and advertiser reach a preliminary joint agreement for the most efficient handling of the project. Past experience has shown that the best results occur when both producer and advertiser have a comprehensive understanding of all elements of the project.
Producers and advertisers are encouraged to develop preliminary checklists to aid employees – here are examples for consideration.
• What is the advertiser’s marketing objective
• for the product or service?
• Who are the competition and what is their
• marketing strategy?
• What is the advertiser’s in-store objective?
• Who is the target market?
• What is the specific purpose of the proposed Point of Purchase material?
• What is the theme of the total advertising programme, and, if it differs, of the Point of Purchase programme?
• Is the Point of Purchase to be co-ordinated with the total advertising programme?
• What features of the product pack itself must be seen or need highlighting to the consumer?
• What life expectancy is required?
• In what types of retail outlet will the materials be used?
• What is the budget for the project?
• What are the terms of payment?
• What quantities are required?
• Will overs/unders be acceptable? At what %?
• Who has the purchase order responsibility?
• What is the project timetable; design-approval-production-distribution?
• How will the Point of Purchase be packed, shipped, distributed and installed?
• Have retail partners been approached to assist
• in compliance?
• Will the client be supplying graphics and what
• message must the unit specifically communicate?
• What legal restrictions, including health and safety,must be taken into consideration?
• Are development costs speculative, invoiced separately or included in the production price?
Briefing checklist- an example
POPAI recommends that prior to briefing a P-O-P supplier the Brand prepares as much information as possible using this check list for guidance.
Experience shows that other departments (e.g. National Accounts, Trade Marketing etc) should be involved in this process.
• Contact Name
• Brand Name
• Marketing Objectives and Background to Brief
• Overview of Brief
• Brand Positioning
• Product Pricing Strategy - Economy, premium etc.
• Consumer Profile - Target market.
• Product Benefits - Detail of specific selling points.
• Competition - - Key competitors.
• Competitor Positioning - Marketing strategy of competitors.
• Media Activity - Tie in with P-O-P?
• Product Range - All products requiring physical displays, and how many facings (including competitors).
• Packaging Requirements - Hanging versus boxed etc.
• Physical Pack - Pack description (a sample with product if available would help graphic design on the unitry and assist constructional engineering).
• Stockholding - Product load up.
• Packaging Hierarchy - What feature of the pack itself must be seen or need highlighting to the consumer?
• Fixturing - Overview of initial ideas for the units e.g. wall mounted, free standing, rotating etc. Permanent or temporary.
• Placement - Proposed in-store location – any known retailer restrictions.
• Graphics - What will be supplied by the client? What messages must the unit communicate?
• Timescale - Critical path to installation date.
• Budget - Development costs and unit costs.
• Quantity- Quantity needed and call off rate.
• Distribution - Will the units be dispatched to single or multi point? Is special installation required?
• Retail Outlets - Details of distribution outlets (Addresses of a cross section of field research)
• Compliance- Have retail partners been approached to ensure co-operation?
• Health and Safety - Any legal factors
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