| Point-of-Purchase (or POP) advertising is becoming an increasingly important part of the advertising mix because it impacts purchase decision-making at the most immediate point. POP has become one of the primary applications for wide format digital printing because companies have found regionally customized signage to be more effective than mass-produced, one-message-fits-all signage.
Many companies now use print service providers to produce wide format POP graphics. Companies with many locations can spend hundreds of thousands of dollars on producing and distributing point-of-purchase materials. Some companies have attempted to install expensive digital displays, only to recognize the challenge of producing compelling content with local impact. There is a better way. As wide format printing systems become less expensive and easier to use with new software and media feeding options, they enable companies to employ a more cost effective POP production process called Franchise Integrated Point-of-Purchase (FIPOP)
What merely looks like distributed printing is actually much more than that because this about more than the number of graphics produced – it is also about tailoring advertising messages and imagery for higher impact at that critical purchase point.
Despite the fact that the technology has been developed and market requirement is clear, the implementation of FIPOP systems based on wide format printers is relatively rare. InfoTrends is launching this study to determine the barriers and market requirements for new FIPOP digital printing systems.
Project Objectives
Critical questions answered as part of this study:
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What is the potential size of the POP signage market by key segments?
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What portion is eligible for FIPOP?
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Who are the decision-makers and potential buyers of FIPOP systems?
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Where does POP content and printing come from?
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Where are the pain points in today’s POP production and distribution processes?
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Are local stores and regional centers ready to produce POP?
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What are the cost thresholds for FIPOP adoption?
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What are the typical size requirements?
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Is there any tie-in with inventory systems?
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What are the different business and production models?
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Which industries and companies are more/less likely to adopt FIPOP?
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What are the needs for versioning & proofing?
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What are the typical turnaround time requirements for POP jobs?
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Can OEMs go directly with a FIPOP model?
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What are the barriers to FIPOP adoption?
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What role can the wide format digital print channel play in FIPOP implementation and management?
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What is the possible role of brand managers? Store managers? Ad agencies? Print service providers? |
