Many brand products have image spokespersons, and stars are people familiar to customers. It is a logical fact that stars are associated with drugs and thus with pharmacies. Therefore, when using POP in pharmacies, choosing good stars and making good use of the star effect can not only improve the awareness of pharmacy products, but also improve the brand power of pharmacies. Only with dry drug names and indications, this kind of POP can't cause customers' scolding. Fourth, pay attention to the choice of POP advertising products. POP seems to improve sales performance. According to the 28 law, customers can't remember a lot of POP content. Therefore, when drawing advertisements for terminal products, there must be trade-offs. The maximum number of items in more than 5,000 general sales specifications shall not exceed 100, and in special business environment, it shall not exceed 10, so that the POP content must be clear to customers. V. Pay attention to the types of POP Broadly speaking, everything that customers can see can be classified as POP, including the clothes of shop assistants. For example, the storefront environment is good, but the clothes of the clerk are worn out or dirty, which will cause customers' dissatisfaction, which in turn will lead to the discount of the recommendation power of the clerk. For another example, the window of a pharmacy is stuck like a dog skin plaster wall by various small manufacturers of drugs POP, which will also fail to attract customers' attention. At the beginning of the POP three-character scripture shop, the appearance was primitive, the shape was similar, and the spirit was far from it; Shop is not cut, grinding people, thinking carefully, not extravagant; Small input, large output, POP, the eye of the shop; Intense competition, showing benefits, inner beauty and showing off; Decoration facade, impressive, dressed as a shelf, comfortable; Show hundreds of products, everyone knows, show fine products and enjoy golden fruits; If a person can't do it, everyone can study it and break the gold; Go alone, don't like to disturb, POP, make it clear; Group guests, no time to serve, POP, you can talk to yourself; Hand-painted, full of personality, one or two lines, highlighting the selling point; Three or four lines, I can't remember, seven or eight lines, I don't have time to read them; The text is correct, easy to identify, over-repaired and dizzy; Red with yellow, eye-catching, blue and white, deeply impressed; Care about language, not too much, special price, to be clear; Movable text, clear at a glance, packaging box, the same display; Printed painting, neat and beautiful, star painting, familiar to customers; Hanging on the top of the wall, the atmosphere is good, stick to the wall, and pay attention to the guests; Colorful balloons, soft atmosphere, clean clothes, and integrity; If the shop doesn't learn, the guests won't come. Learn to use it and review more. Part II: Catalogue of Marketing Skills of Hand-painted POP in Pharmacy Part I: Practice of Common Fonts of Hand-painted POP 1. Writing practice of square character p1-22. Writing exercises with the same thick words in two directions? P 1— 12
3. Writing practice of variant P1-144. Writing exercises of overlapping words p1-235. Writing practice of color-changing reduplication? P 1—286。 Writing practice of fat word p1-307. Writing practice of soft Chinese character p1-408. Writing practice of decorative word P1-459. Writing practice of holiday fonts? P 1-53 10。 Number P 1-57 Writing Exercise Part II: Hand-painted POP 1 Inspirational Selection. A warm reminder about time? P2 is 22 years old. Enterprise proposition: 10 principle? P2 33. Tip: Today P2-44. Staff management and team building? P2-55。 Believe in yourself P2-66. P2-77 Working atmosphere in enterprises. Complaint Tips P2-9 Part III Marketing Skills of Hand-painted POP Pharmacy 1. Hand-painted popular design slimming product P3-42. Single product recommendation tool: "Explosive Card" P3-93. Valet decocting medicine "Guyuan ointment"? P3- 1 14。 Painting? P3- 125。 Draw at a fixed time every month P3- 136. 38 yuan draws a lottery. Membership category: apply for membership card? P3- 178。 Membership category: member rights P3-2 19. Membership category: buy one get one free P3-24 10. Gift distribution office? P3—25 1 1。 Opening promotion information? P3-26 12。 Rice donation P3-27 publicity materials
13. Festival promotion: Dragon Boat Festival P3-28 14. Promotion information: Send P3-30 15 when it is full. Prescription: 18% off P3-3 1 16. Single product recommendation: tinea? P3—32 17。 Single product recommendation: buckwheat pillow P3-3318. Single product recommendation: calcium P3-3419 in calcium oral liquid. Single product recommendation: mint buccal tablets? P3-3520 Single product recommendation: Children's Intelligence Syrup P336 Part III Drugstore Hand-painted POP Marketing Skills 2 1. Single product recommendation: Children Qingre Ning Granule P3-3722. Single product recommendation: antiviral oral liquid P3-3823. Single product recommendation: Jianwei granules? P3——3924。 Single product recommendation: Jiangzhi Tongbian Capsule P3-4025. Single product recommendation: Zhitong Xiaoyan Granule P3-4126. Single product recommendation: Ganmaoling Granule? P3——4227。 Single product recommendation: antiviral oral liquid P3-4328. Single product recommendation: Jindou Kaiwei Oral Liquid P3-4429. Single product recommendation: compound mint bear bile buccal tablets? P3 4530. Holiday promotion: Thanksgiving P3-463 1. Festival promotion: Father's Day P3-4732. Festival Promotion: Mother's Day P3-4833. Festival Promotion: Valentine's Day P3-49 Chapter III: Drugstores Make Good Use of Popular Advertising Techniques. In pharmacies, when consumers are faced with many products, POP advertisements will be placed around them. Successful POP advertising can not only improve the popularity of products, but also publicize the corporate image, so as to establish and enhance the corporate image at the sales terminal, thus maintaining a good relationship with consumers and enhancing consumers' attention to products and goodwill towards enterprises. But how much do you know about popular advertisements? What is its role in the terminal? How can pharmacies make better use of this advertising form? This issue is dedicated to introducing this "advertising expert" to everyone!
POP: About two-thirds of consumers' purchases at the sales site are unplanned random purchases, and about one-third are planned purchases. "POP advertising can not only create a relaxed and pleasant sales atmosphere, but also enable consumers to know the product characteristics in advance and have the impulse to buy. The most important thing is to lure consumers to spend and increase terminal sales. 1. Attract customers to browse in the store. Because two-thirds of consumers make temporary purchase decisions in actual purchases, the sales of terminal stores are directly proportional to the flow of consumers. Therefore, POP advertisements are placed in front of stores, such as billboards, standing billboards and large samples. It is the key link to promote consumers' purchase to show the self-characteristics and personality of products and successfully lure consumers into the store. 2. The second step to urge customers to observe products and promote consumers' purchase is to make POP produce the power to make customers stop and watch carefully. For example, in the sales terminal, some impactful and inflammatory POPs will make consumers stop involuntarily. In this way, while grasping the customer's interest points, plus the on-site operation of the salesman, free gifts, trial samples and so on. Can fully induce consumers to buy. 3. Stimulating customers' final purchase Stimulating customers' final purchase is the core effect of POP advertising and the final impact of POP. At this time, it is necessary to use effective POP advertisements to appeal and answer customers' concerns, so as to achieve the effect that the sales force is 10 times regardless of whether there is a special person to introduce the product or not, and finally realize the final purchase. (Don Juan) Product: Change 10 to 10. What aspects should be considered if an enterprise needs to make a POP advertisement for its products? What are you going to do? What are the characteristics of each form of pop music? Here is a case of product POP advertisement setting for your reference. 1. Make 1X5m shopping guide card (display board). Design and production require outstanding brands, outstanding demands, illustrated pictures and texts, firm production, and placed on both sides of the door of the sales store or in a suitable position in the store. 2. Posters should be firmly pasted and posted in rows, with 1.4~ 1.8m clean wall outside the store, glass door inside the store or 1.4~ 1.8m clean wall inside the store for better visual and publicity effects. 3. Put the watch card on the counter, near the product, and install a folding page or brochure to facilitate the target buyer to know more about the product. 4. When entering the store, flags are hung side by side above the 2.5m-high front desk. 5. The indoor light box should also be placed above the product. (The color-jet drafts issued by the planning center and produced as required must be unified. )
6. The store has low cost, high grade and strong durability. (The planning center issues color jet drafts, which are produced by local advertising companies. ) 7. The product models are divided into indoor and outdoor. The indoor pyramid pendulum is fixed with transparent glue, and care should be taken to avoid damage outdoors. 8. Huge: 6X20m, with excellent visual effect and atmosphere, but pay attention to windproof facilities. Hanging on the front of a large shopping mall or supermarket or on the wall facing a large crowd. 9. Outdoor billboard: large billboard, close to the store (point of sale), placed on the roof of the fifth floor or podium (market growth-consider this operation when mature). ) 10. body (car sticker) advertisement: buy out the back sticker or front sticker of the main bus in the early stage, and consider the whole body advertisement according to the conditions during the product growth period. Drugstore: Popular advertisements are very popular. The successful production of POP can play the most critical and direct role in stimulating and encouraging consumption in drug stores, and achieve unexpected terminal promotion effect. The common POP styles in pharmacies are as follows: 1. Signature pop music. Electronic subtitles, curtains, flags and other advertising forms set in front of the store. 2. The counter pops up. Product advertisements and sales information placed on the counter in the store. The contents include new product listing, user guidance, gift distribution, etc. 3. The display or window displays pop-up. Display the structure or three-dimensional form, including dynamic and static forms, by using the internal space or window of the store. 4. squash. Printed advertisements directly pasted on walls, columns, windows, counters and other walls. 5. hang the POP. Use hanging objects, such as balloons, flags, empty packaging boxes, decorations, etc. Deliver advertising information. 6. Dynamic fashion. The advertising model is dynamically displayed by using mechanical devices such as electricity or natural wind. 7. Packaging is popular. After the design of display package is completed, it can be used as a small display shelf to display goods after opening or making appropriate changes. 8. Optical fiber, computer subtitles, TV wall or multimedia, laser image light source POP. (Li Bing) Common sense article POP advertising traceability definition: POP advertising is to buy spot advertising, which can grasp the psychological weakness of customers and emphasize the characteristics and advantages of products to customers with exquisite copywriting. Origin: POP advertising originated from advertisements in American supermarkets and self-service stores. From 65438 to 0939, the American POP Advertising Association was formally established, and since then, POP advertising has gained a formal status. But as far as its form is concerned, in ancient China, the wine gourd and wine flag hanging outside the hotel, the cover hanging outside the hotel, the banner hanging outside the inn, or the medicine gourd and plaster hanging at the door of the drugstore, and the decorations on holidays and festive events can be described as the originator of POP advertising.
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Drugstore lottery is popular
Article 1: pop display of pharmacy advertisements
POP, as a selling point advertisement, comes from the mass commodity retail industry. It advertises a series of information in the terminal in the most direct, beautiful and suitable way, which is also applicable to retail pharmacies. It is precisely because it comes from the fast-moving field that POP has the following application phenomena in the retail field of pharmacies:
Page 1
The first one is takenism, which completely copies the POP form and usage method of mass commodity retail terminals, regardless of the special properties of drugs, leading to the lack of drug flavor in pharmacies, and such stores lose themselves;
The second kind is a toddler in Handan, who only learns its shape but not its rhyme. For example, the selling point of a drug is hand-painted, because the skill is not enough and the handwriting is ugly. Good pharmacies will be dragged down by bad POP; The third is dogmatism. The whole pharmacy is full of various POPs, and there is no focus. At first glance, I can't remember the information that several businesses want to convey.
Many experts have written about the standards and specifications of POP. I don't need to go into details, but I need to think about how to make POP generate sales force. There is a "three-character classic" about POP, which basically contains many precautions, but there are five key points worth emphasizing:
page 2
First, pay attention to the difference between customers in pharmacies and supermarkets.
The people who patronize the supermarket are basically healthy people, and they have plenty of time. Leisure shopping not only meets the demand, but also enjoys life. The customers of pharmacies are basically unhealthy or sub-healthy people, or people who are closely related to customers are in an unhealthy state. These people are short of time and have clear needs, and most of them are worried. This determines that the form and usage of POP must be different from supermarket terminals, so that customers can know the information they need more quickly, directly and conveniently in pharmacies.
Second, pay attention to the "medicinal taste" of pharmacies.
Excessive use of POP can easily lead to a strong atmosphere in pharmacies. Customer health is a very serious demand, and professionalism is always the first priority. If you can't meet the health needs of customers in a professional way, pharmacies can't train regular customers. Therefore, the POP in pharmacies should have a certain "medicinal taste", and the POP information cannot be based on the price. At the same time, we should disseminate information about medication and health related to health.
Page 3
Third, pay attention to the use of star effect.
Many brand products have image spokespersons, and stars are people familiar to customers. It is a logical fact that stars are associated with drugs and thus with pharmacies. Therefore, when using POP in pharmacies, choosing good stars and making good use of the star effect can not only improve the awareness of pharmacy products, but also improve the brand power of pharmacies. Only with dry drug names and indications, this kind of POP can't cause customers' scolding.
Fourth, pay attention to the choice of POP advertising products.
POP appeared to improve sales performance. According to the "28 Law", customers can't remember the massive POP content. Therefore, when drawing advertisements for terminal products, there must be trade-offs. The specifications of more than 5,000 products should not exceed 100, and the special business environment should not exceed 10, so that the POP content must be clear to customers at a glance.
Page 4
Fifth, pay attention to the popular types
Broadly speaking, everything that customers can see can be classified as POP, including the clothes of shop assistants. For example, the storefront environment is good, but the clothes of the clerk are worn out or dirty, which will cause customers' dissatisfaction, which in turn will lead to the discount of the recommendation power of the clerk. For another example, the window of a pharmacy is stuck like a dog skin plaster wall by various small manufacturers of drugs POP, which will also fail to attract customers' attention.
Popular three-character sutra
At the beginning of the store, the appearance was original, the shape was similar, and the gods were far from it; Shop is not cut, grinding people, thinking carefully, not extravagant; Small input, large output, POP, the eye of the shop; Intense competition, showing benefits, inner beauty and showing off; Decoration facade, impressive, dressed as a shelf, comfortable; Show hundreds of products, everyone knows, show fine products and enjoy golden fruits; If a person can't do it, everyone can study it and break the gold; Go alone, don't like to disturb, POP, make it clear; Group guests, no time to serve, POP, you can talk to yourself; Hand-painted, full of personality, one or two lines, highlighting the selling point; Three or four lines, I can't remember, seven or eight lines, I don't have time to read them; The text is correct, easy to identify, over-repaired and dizzy; Red with yellow, eye-catching, blue and white, deeply impressed; Care about language, not too much, special price, to be clear; Movable text, clear at a glance, packaging box, the same display; Printed painting, neat and beautiful, star painting, familiar to customers; Hanging on the top of the wall, the atmosphere is good, stick to the wall, and pay attention to the guests; Colorful balloons, soft atmosphere, clean clothes, and integrity; If the shop doesn't learn, the guests won't come. Learn to use it and review more.
Page 5
Chapter two: hand-painted POP marketing skills of pharmacies.
catalogue
The first part: hand-drawn POP common font practice
1.P 1-2 square writing exercises
2. Writing exercises with thick words in both directions? P 1— 12
3. p1-14 writing practice of variant characters
4. Writing exercises of overlapping characters P 1-23
5. Writing practice of color-changing reduplication? P 1—28
6. Obesity writing exercise P1-30-30
7. Writing practice of soft word P1-40-40
8. Writing practice of decorative word P 1-45
Page 6
9. Writing practice of holiday fonts? P 1—53
10. Numbers P 1-57 Writing exercises
Part II: Hand-painted popular inspirational selection.
1. Warm reminder about time? P2—2
2. Enterprise claims: 10 principle? P2—3
3. Tip: Today P2-4
4. Staff management and team building? P2—5
5. Believe in yourself P2-6
6. Enterprise working atmosphere P2-7
7. Complaint prompt P2-9
The third part is the hand-painted POP marketing skills of pharmacies.
Page 7
1. Hand-painted popular design slimming product "Five Steps" P3-4
2. Single product recommendation tool: "Explosive Card" P3-9
3. valet decoction "Guyuan ointment"? P3— 1 1
4. Lucky draw? P3— 12
5. Monthly regular lottery P3- 13
6. Draw a prize for 38 yuan P3- 15.
7. Membership category: Apply for membership card? P3— 17
8. Membership category: member rights P3-2 1
9. Membership category: buy one get one free P3-24
10. Gift distribution office? P3-25 years old
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How to write the poster of drugstore members? 1. Where to put it.
Pop poster pictures of members' day in pharmacies generally include the theme and preferential content of members' day promotion, which are displayed at the door of the store and the cashier to attract the attention of customers coming to the store and achieve the effect of transformation;
Second, the design types of posters and explosion cards for members' day.
1, free membership card popular poster
Outside the store, conditionally display the gifts of membership points with pop posters, sort them according to the size of points, and write down the points that each gift needs to be redeemed with a burst card. Write on a large piece of POP paper: member gifts, and you can also apply for free membership cards by redeeming gifts outside the store and promoting members' day. The main purpose of displaying members' gifts outside the store is to attract passers-by and improve attendance. In addition, the free membership card pop poster can also attract pedestrians without membership cards to apply for membership cards, and can also provide services such as free blood pressure measurement, which are arranged by the store itself.
2.pop posters are suitable for storefront glass decoration.
Shop door glass is a component with waist line height facing the column. Today it's all 8.8% off. Except for the special "POP 2", the size of POP is generally 4 or 2. Choose according to the size of the store door. Be sure to let customers see the praise of today's members when they enter the door. In the window, you can write "Today is member's day, all medicines will be 20% off except the special price" on four pieces of pop paper with yellow background, and stick them above the waist line to complete the design of POP posters for two types of membership cards.
The customer base of pharmacies basically involves all ages, so accurate marketing and personalized service of members are very important. Pop poster pictures of drugstore members' day can be used to improve customer attendance and promote members' consumption. You can also design some relaxed and happy content, such as pop poster pictures of relaxed and humorous stories, common diseases of teenagers and their prevention and treatment, sub-health knowledge of teenagers, and publicize some general health care methods and maintenance tips, which can effectively attract customers into the store.
During the interview, someone asked me if I knew about pop. I said what is popular handwriting. The real meaning of POP is the abbreviation of English Point_f_urchase, which means "selling point advertisement". Its main commercial purpose is to stimulate and guide consumption and enliven the atmosphere of shops. Her form is outdoor signs, display boards, window posters and in-store