Stick no posters, no stickers

Stick no posters, no stickers

Its story of last summer when I been to Delhi for my Induction, the induction lasted for 10 days, the program made me amazed about one of the most important field marketing exercise called visual merchandising – here when I say visual merchandising it means soft merchandising at GT and MT.

Out of those 10 days we have spend 3 days on Visual Merchandising – sticking of posters, danglers, stickers, etc anything that conveys that the product is available at the place! We got a chance to go to the field and paste the posters, stick stickers and place dubbas at multi retail mobile phone sellers.  I learnt that this exercise was necessary for managers to learn on gournd reality so that they can spare those poster stickers if they mess up in sticking the posters J(this is just the background of story poster sticking abhi baki hai mere dost)

In the morning we used to load our car with POSM, we start at 9.00 in the morning, follow the route plan. After reaching at the store we find that entire store is cluttered with too many posters stickers, danglers.... we stick our poster on the poster of some other brand, we stick sticker on the sticker of some other brand... Amazingly the retailer will allow you to stick your poster on dedicated area of his shop, they got lot of attitude u know!  I learnt that the life of such POSM is only 5 mnts! Then why do any brand manager or channel manager spend on such communication medium.  

Is it right to say stick no posters, no stickers at Point of Sale?