One of the most common phrases used by trade publications covering the marketing world is, "P-O-P supports."

It usually comes near the end of an article about a new marketing campaign, or at least near the end of a lengthy description of that campaign's media components. It often is accompanied by little or no additional detail. The implication is that in-store marketing is secondary -- an afterthought -- to media advertising. (Yeah, I know, so what else is new?)

Rarely has the error inherent in this practice been more glaring to me than it was last week, when I read an article in a trade magazine about a new ad campaign from Burt's Bees. The fact that the campaign coincides with the health and beauty brand's expansion into drugstores is noted in the first sentence. But although the article included a full run-through of the copy contained in print ads, it didn't mention anything that's happening within those drugstores.

That afternoon, coincidentally, I walked into a local CVS and was immediately drawn to a solid-yellow floorstand for Burt's Bees that had been given upfront endcap positioning (see image above).

I know I'm preaching to the choir here, but won't that kind of placement ultimately be at least as important to the brand's success as the ad copy? Didn't it deserve a mention?

It deserved headline prominence, if you ask me. But you don't have to ask me. You can ask Arbitron, the media ratings folks, who just released results from a survey in which 1,000 consumers said in-store signs and displays have a greater influence on their purchase decisions than media advertising. (See more on the study below).

Or you can ask Mediaedge:cia, an agency that derives its revenue from identifying the right advertising options for a brand's advertising, which just released a report (also more below) that concludes with the assertion, "creative use of in-store media can provide a pivotal role in driving brand sales." The choir, it seems, is adding more voices.

Incidentally, what type of in-store advertising did respondents to MEC's survey pick as most influential? The endcap, of course.

Peter Breen
Managing Director, Content
In-Store Marketing Institute

The development of in-store marketing campaigns is a strategic activity, not a bid-worthy commodity. But if marketers must use requests for proposals/quotes to source their in-store marketing programs, steps can be taken to ensure that the process will be fair for all parties involved and produce the desired results.

With the support of 20 leading P-O-P manufacturers and the guidance of David Stec from the Center for Lean Business Management, the Institute presents a white paper on best practices for the sourcing of in-store marketing programs.