Marketing materials at the point of sale posm
Octopusmedia AdminWhat is POSM? A Quick Guide to Choosing In-Store & Event Materials that Drive “See–Understand–Decide”
POSM (Point of Sales Materials) refers to any on-site sales materials placed near products or checkout points to catch attention, explain offers, and accelerate purchase decisions in real spaces—at shopfronts, supermarkets, and event booths. Even as digital marketing surges, POSM/POP/POS Displays remain vital because shoppers can see them for real, touch them, move them easily, produce them fast, and get strong impact per baht.
Key takeaways (at a glance)
- POSM = an on-site media toolkit that helps close the sale at the decision point
- Start with a basic set: Banner/Poster + Floor Sign (Roll Up/Standee) + Stickers/Shelf display
- For short campaigns, maximise value with Future Board/PP; for premium looks, use Acrylic/Lightbox
- Design for clear hierarchy, large enough type, strong contrast and include a direct CTA
- Finish with measurement: use QR/coupons/promo codes to learn for the next round
How is POSM different from POP/POS Display?
- POSM / POS Display: Media/fixtures used “at the point of sale” (e.g., roll ups, standees, backdrops, display shelves)
- POP (Point of Purchase): Media that nudges shoppers “right before buying,” around shelves/cashiers (e.g., wobblers, shelf talkers)
When POSM works best
- In-store/retail, expos/events/booths, short-term promotions, product launches, seasonal campaigns
Popular formats (match to your space)
- Banners & hanging signs: Vinyl Banner, Poster
- Floor signs: Standee, Roll Up, X-Stand, J-Flag
- Area signs/stickers: Window/Wall/Floor/Elevator/Escalator stickers, Future Board/Foam Board
- Displays & shelf aids: Wobbler, Shelf talker, Tags, Tent Card
- Large scene setters: Backdrop, booth frames, Illuminated signs / Lightboxes
Design tips for “See–Understand–Decide”
- Clear visual hierarchy – Put headline/USP/price/promo at eye level
- Big enough type – For distant viewing, target roughly 5–10 cm letter height per 5–10 m viewing distance
- Strong contrast – Ensure readability against real-world lighting
- Tack-sharp images – Use 200–300 DPI at final size for close viewing; 100–150 DPI for large, far-viewed signs
- Direct CTA – “Scan for discount / Buy now / Register”
- Brand consistency – Keep logo, colours, and type consistent across pieces
Always pre-flight before printing: final size, DPI, CMYK, die-cut/crop marks to prevent pixelation and text cutoff.
Why invest in point-of-sale media
- Triggers immediate purchases (impulse/reminder)
- Boosts visibility without buying extra media
- Fast to produce/move—ideal for short campaigns
- Measurable on-site via QR/coupons/promo codes
For events and trade booths, POS Displays like Vinyl Banners, Standees, Roll Ups, and X-Stands draw eyes and speed decisions. Choose sizes large enough and place key copy plus promos right on the signs.
Must-have items
How to choose a value-for-money POSM set (pre-order checklist)
- Define the goal: attract traffic, inform, close (cover all 3 roles with your media)
- Audit the actual space: viewing distance, lighting, foot traffic
- Match materials to campaign length: Future Board/PP for short runs; Acrylic/Lightbox for premium
- Prep print files: final size, DPI, CMYK, die-cut/crop marks, with fonts outlined
Real-world mini cases
- Supermarket – monthly promo: Roll Up + wobblers + floor stickers increase product stop-and-scan
- Café – new menu launch: Life-size standee + J-Flag at storefront + posters behind counter
Ask for advice / Get a quote
Want help designing a POSM set that fits your space and budget? Contact the Octopus team:
Tel. 081-776-8329 • LINE: @OctopusDesign • Request a quote online