Introduction

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/CAP Ventures 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:

Who Should Subscribe

Project Deliverables

There will be extensive analysis of the desk research, personal interviews, and structured survey to develop a comprehensive understanding of the opportunities and issues associated with FIPoP. Clients will receive a combination of reports, presentation materials, and research data for senior management, product managers and planners, and sales and marketing executives.

The material will include:

Getting Started

For more information on this study or to sign up as a participant, contact Scott Phinney at +1 781 616 2100 ext. 123 or via e-mail at scott_phinney@capv.com. Early subscriber discounts are available until December 15, 2005.