Similar to packaging, point of purchase pieces, including stand alone counter cards, case cards, register cards or table tents, are meant to influence the customer’s purchasing decision at the point of sale. They are often used in such places as retail stores, banks, real estate offices or trade shows.
A major factor in establishing a price is understanding the role the image plays in selling the client’s product. Ask questions about the piece to find out as much as possible about the piece and how your image appears on it. Try to estimate the percentage of the POP that your image covers.
| Distribution |
1/4 page |
1/2 page |
3/4 page |
full page |
| over 40,000 |
1005 |
1206 |
1407 |
2211 |
| 40,000 |
921 |
1106 |
1290 |
2027 |
| 20,000 |
838 |
1005 |
1173 |
1843 |
| 10,000 |
754 |
905 |
1055 |
1658 |
| 5,000 |
670 |
804 |
938 |
1474 |
| 2,500 |
603 |
724 |
844 |
1327 |
| 1,000 |
536 |
643 |
750 |
1179 |
| 500 |
469 |
563 |
657 |
1032 |
| 250 |
429 |
515 |
600 |
943 |
| 50 |
385 |
462 |
539 |
848 |
| 25 |
335 |
402 |
469 |
737 |
Notes: If the product has a very limited distribution in a local or regional area, you might want to discount these prices somewhat.
Shelf Talkers in supermarkets should be about 60% of the spot use (Multiply spot use rate by .6)
Tent Cards are 70% of the above numbers. (Multiply above rates by .7)
Negotiating Tips
POP's are meant to affect the buying decision at the point when a person is most ready to buy. In service businesses like banks and airlines, where there is no packaged product, POP's are extremely important.
POP's can take many forms and be referred to in many different ways. If the client uses a term you are not familiar with, ask questions until you understand the use. Whatever physical form it takes (counter card, poster, shelf talkers, hang tags, etc), if the item is displayed at the same place the customer would pay for the product or service, it probably acts as a POP use.
CONSULTATIONS
In the event that you want to discuss the specifics of a particular use Jim Pickerell is available for telephone consultations at 301-251-0720. The fee for such consultations is $2.50 per minute. Most only take a few minutes.