Occupation: POS-specialist

Not POSlednie people in advertising

Times when manufacturing companies rely only on advertising in the media, behind. Today, large corporations bought a complete package including all the currently existing mechanisms.

Each buyer coming into the store, faced with a choice. One and the same product offer different manufacturers. Score trademark runs into tens, or even hundreds. And the quality of products sometimes virtually identical. For those who are used to not be a pre-multiple-grocery lists, and not ready for life to remain faithful to a single brand, in the ground and are designed POS-technology - advertising mechanisms that work directly in the field of sales.

Strength in diversity

Abbreviation POS (Point of Sales materials) means promotional materials located in areas of goods and services. Initially, this term refers to printed materials: posters, flyers. Later, when it became clear that the scope of POS printing industry has grown, the segment separated into a separate area of ​​advertising work. It developed its own technology, strategies, methods of work. And in the end there is an urgent need for professionals who not only know how to make a colorful and memorable shape materials, but also can create something truly new, the ability to capture the customer's attention and eventually coerce it to buy.

At the moment the market POS-technology - one of the fastest growing segments of the advertising business. The process involves dozens of specialists, ranging from marketing to operational level.

Who is this POS-specialist?

This wagon is responsible for strategy development and final product output for the promotion of goods or services in the field of sales that can generate an idea and implement it according to the wishes of the customer, the ultimate goal of the campaign, a generalized image of the customer, the advertising budget and many other factors.

Age of high technology has brought about changes in the development of POS-sector. We are talking about the rapid development of computer storage media. All kinds of displays, monitors, light installations cope with the task, in many cases better than traditional printing. Accordingly, the price of technicians, who are able to use new technologies. By the way, some of the market players, in principle, no longer considered paper media advertising POS-materials and work with electronic only.

Qualities necessary POS-specialist:

 thinking outside the box;

 artistic taste;

 high efficiency;

 good communication skills.

Work POS-specialist large company starts with the formulation of the problem. In most cases, each advertising campaign in addition to a common goal - increase sales - has a specific task. Depending on what the customer wants to achieve, using different technologies, techniques and materials.

The conclusion of a new brand market. When selling a new product appears, the task of the campaign - to introduce the final consumer with the brand, arouse in him the curiosity and desire to try a novelty in itself. The main role in this case, of course, plays an advertising media and outdoor advertising. As a result, intrigued by the buyer comes to the store ... and does not find the desired one. So it was not finalized POS-professionals. We have not been able to inform about the new product in the place of sale. To "acquaintance" was held, using posters, flyers, banners, non-standard design of the shelves. Many large stores are hung plasma TV panels, which "cool" commercials of updates.

Deduction of interest to the familiar product. The buyer each time deciding what to choose from the variety of products. How to make your yogurt is turned in a basket or trolley? It is necessary to convince the consumer that the product is superior to the goods of competitors in all respects: it is cheaper, tastier, healthier, better packaged. New task creates different approaches to advertising at the point of sale - any way you want to select your product. For example, in large shops Danone company establishes around the shelves with the products of its line of children's cute dino dinosaur. Bright bildbord addition to the advertising load and has a practical function - it can be used to measure the growth of the child. In the end, everyone is happy: a baby learns how many centimeters he grew up during the "flight in a dream," and parents have issued a notice required storefront.

Navigation inside the store

Anyone who has ever tried to purchase products in a hypermarket for the future, knows how difficult it is. No lists of reminders and do not guarantee that during the hours of the marathon you will not forget to buy something important. Make it so that the buyer carried out of the store as much as possible a variety of goods - one of the tasks of POS-specialist. Remember the "footprints" on the floor supermarket, giant banners, posters - all POS-materials, which can not only promote a particular brand, but also the department as a whole.

From marketing to design

When the correct strategy is selected, all comes to the design of the future of advertising in the field of sales. And above all, you need to create a portrait of a middle-statistical buyer. That is why many large advertising agencies have in the state of their own marketing or partnering with companies that specialize in market research. If the main consumers - children, advertising media should be bright, look like toys. Upon the sale of household appliances, designed for housewives, the emphasis needs to be done on the practical things. Reputable buyers of premium cars will appreciate the branding that emphasizes the prestige of the brand.

When the total points calculated and negotiated with the customer, come into play creatives: copywriters and designers. They create the final product. In the foreground is not the "word", and design, and this is the essential difference between POS-materials from other types of advertising. Buyer should involve primarily the appearance of advertising media.

Further, several options for future advertising posters, flyers and stretch marks are agreed with the customer. In the case of a positive decision begins the production of POS-products. Practice shows that this stage of the negotiation is often the most time-consuming and complicated. Immediately convince advertiser genius created can be extremely rare. Most often, clients choose the appropriate option meticulously and long. By the way, because of the high competition among advertising agencies, there are cases when the customer is working with several companies or design offices. As a result, the order gets the best of the best.

Where to work

The overall situation on the labor market in the advertising field is typical: to find among the many unemployed professionals a real professional - an art. Experienced advertisers specializing in the development of POS-products, are very much appreciated. About future career should think already from college. The benefit of the majority of advertising agencies gladly accept trainees. Especially this practice is common in international corporations that have branches in major cities. Usually take an internship undergraduates, starting from the third year. A good option to join the field of advertising at point of sale - Participation in various presentations and promotions. Do not put off tomorrow what you can do today. First step - selection of a suitable for you the type of organization in which you want to work.

At the moment, around the world, there are several types of companies, which can find employment specialist POS: advertising agency full cycle, printing and design offices, BTL-agency (BTL - below the line, which translated means "below the line" , a complex of marketing and promotional activities). Specificity of BTL-agency involves the provision of a complete set of services to the client: market research, the development of advertising campaigns, the organization of promotional events and PR-actions. In this situation, a specialist in POS-Technology works closely with other members of the agency: marketers, PR people, managers. Advertising point of sale in favor of an overall strategy, which is why most large companies prefer to deal precisely with BTL-agencies, especially with the market launch of new brands. By the way,

Another potential employer POS-specialist - advertising agency of the complete cycle. Typically, in such organizations work on the project is not divided into segments. The same team is involved in all stages of the campaign. Copywriters - invent slogans, labels and captions for videos and designers - develop a style of advertising, managers work with clients - negotiating.

The third option of building a career - work in design studios or printing companies. Suitable for those who want to engage in exactly the design of POS-materials.

Place your bets on specialization

When choosing a specialty and the university in the first place should be based on what specific areas of work in the POS you prefer. Suitable specialty "Design", "Advertising", "Marketing". Everything will depend on your plans. But the problem is that, ideally, a specialist in advertising products in points of sale need all three of these education immediately. What to do? He is to become "eternal student"? It is not necessary! Output - a careful study of the educational market for specializations. For example, a specialty "Advertising" involves universal education. The fact that the qualification of the graduate - Advertising specialist - can be interpreted in different ways, depending on the specializations, which are presented in a particular university.