Tough point of sale decision

I was intrigued by this point of sale (POS) merchandising unit on open display at a Spanish airport. But I guess that is where the product manager or trade marketing people want it to be: on open display. POS material is all about calling out to people and encouraging them to buy.

Erection

But what I wonder is: if you do have problems “getting it up”, are you really going to walk up to the merchandiser and grab a leaflet? No matter how surreptitious you are, everyone can see!! Then you’ll really get a hang-up about your problem (sorry, no pun intended).

But, a few months after taking this shot on my mobile, I’ve worked out why I saw this merchandiser at the airport, and have never seen anything like it elsewhere. This is cleverly zooming in on the target group. Stressed, overworked older men who travel a lot and probably eat and drink too much as well. If they are ever going to grab a leaflet and think about the problem, then they’ll do it when they are well away from home – on a business trip.

Nice targetting. Even if that leaflet dispenser was full (though note the English ones are wonky – did a Brit try snatching one and get noticed?). Anyway, I didn’t see a single person take a leaflet while I was there…

Alex Woodruff

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