Define Objectives

• What do you want your POP to accomplish? (e.g. increase sales, space issues, trade incentive, product education, retailer support, brand recognition, engaging shopping experience…)
• What is the brand’s USP?
• Will POP be integrated with other marketing initiatives?

Design Criteria

• What is the expected duration of your POP? (permanent, semi-permanent, temporary)
• Who is the target audience?
• Is this a custom application for a specific retailer?
• What is the product assortment in the brand family, and do you have packaging samples?
• Are current graphic standards available, and what aspects should be included?
• How many units are required?

• What marketing and sales materials will support your POP launch?
• Which budgets will finance the POP project? (marketing, sales, co-op funds)

Project Management

• Who will manage the POP project?
• Who needs to sign off on the project and at what stage?
• What are the lead times and delivery dates?

Installation and Merchandising

• Will product be shipped with the POP?
• Will retailers install the POP or will you sub-contract?
• Will you outsource stock keeping and maintenance?