INDEED, BEING ACTIVE AT ALL 20 POINTS OF PURCHASE CREATES A PERPETUAL MOBILE OF TARGET AUDIENCE INVITATIONS
Offers at each Point of Purchase ideally generate direct purchases. Even if a purchase is not directly made, each rejection will still lead to an offer at a different Point of Purchase. For instance, a rejection of an exclusive trade fair offer, such as ‘receive a free iPhone when you make a purchase at the trade fair’, results in requests from the target audience for either a call (POP 9: Tele-events), a visit (POP 12: Visits) or a request to be kept informed (POP 5: Newsletter) after the trade fair.
Direct purchases is the main objective to accomplish by a POP
Rejections are to learn from by the respective POP, hence do better next time and to be converted to purchases by other POP's by just doing better. Better because the next POP suits the target audience better at that moment in time and / or the offer is more compelling at that moment in time.
The more active the POP's are, the more invitations by the target audience are generated. To generate 50 purchases a week POP e zines will have to contact with a .5% conversion 10.000 target audience per week. Of the 9.950 rejections 199 invitations for a visit will follow based on 2% conversion, 299 invitations for a phone call based on 3% conversion.
To generate 2 purchases at a trade fair , 100 target audience have to visit the stand and receive the “only at the trade fair offer“ based on a 2% conversion. 5 target audience will invite for a visit based on a 5% conversion, 50 will invite for a newsletter based on a 50% conversion and 10 will invite for a telephone call based on a 10% conversion.
Only POP 2 e zines and POP 11 Trade fairs generate by the refusal of their offer the target audience invites for 204 visits, 309 telephone calls and 50 subscriptions on the newsletters already. Imagine when all 20 POP's are active. And when started, it will not stop anymore.
Conclusion, the more and the better a POP tries to persuade the target audience to purchase, the more activities are created by the rejections of the offer for other POP's to persuade the target audience to buy still. And this will never stop.
