Advertise with P-O-P Design
Design — The Key to Success
P-O-P Design can be a key to your company’s success. It is the only magazine edited for the designers, producers, builders and vendors of high-volume runs of displays, signs and fixtures. While that’s quite a mouthful, our editorial mission is simple: To be the indispensable source of information on new products, new materials and new services in this multi-billion dollar market.
How to Reach Your Audience
Knowing a little bit about how our readers operate will help you fully appreciate P-O-P Design. The typical P-O-P display or sign can involve a variety of material options (corrugated, plastic, metal, etc.) and manufacturing processes (litho laminating, injection molding, powder coating, etc.). The display can be manufactured in various ways, using a P-O-P company’s in-house production capabilities as well as the services of outside suppliers. The process is a collaborative effort: the client communicates an objective to an account executive; the graphic designer comes up with a creative concept for a display; the design engineer makes sure the design concept is structurally sound; the estimator figures out how much its various components will cost; the production engineer determines how every component will be manufactured; and the project manager shepherds the whole complicated process.
As you can see, a staggering number of product and material decisions and decision-makers are involved in every project. Add the hectic “We Need It Yesterday!” pace of the business, and you can see why the quick-read, what’s-new format of P-O-P Design is so appealing to these readers. How do you reach these readers? Advertising in P-O-P Design is a good idea. So is sending us editorial releases on your company’s new products, services and literature.
Follow up! And Follow Up Some More
Make sure you zealously follow up on the reader service inquiries these ads and editorial items produce. Be generous with samples such as color charts or material swatches. When designers bring P-O-P ideas and prototypes to their clients, they need to bring samples along to help explain their ideas and show options. Also offer technical literature & catalogs — designers do hold on to these for future reference.
Demonstrate Your Commitment
Keep following up. It’s a rare day when we don’t get a call from a designer who’s desperate to reach the company that makes this special thingamajig that we published a few months ago. Consistent marketing and advertising keeps your name in front of these busy buyers.
Be Prepared
Finally, be prepared to talk costs. While our readers have a reputation for having pretty sharp pencils, they aren’t unreasonable — they will pay for value. Just be ready to demonstrate it.
