Time rules everything, whether it’s workers racing to clock in, parents rushing school drop-offs, or couples hurrying to catch the opening scene of a movie. In a world constantly on the move, urgency influences behaviour, and in marketing, it drives action. That’s the power of urgency marketing. Limited-time offers have a unique ability to turn browsers into buyers, but only if they’re noticed and acted upon in the moment. And that’s where your POSM (Point-of-Sale Materials) come in. Your POSM for promotions must do more than inform. It must excite, persuade, and push shoppers to act now. Here’s how the pros make it happen:
Shout It Loud with Visual Urgency
In a retail environment overflowing with choices, your POSM must cut through the noise.
- Use bold, urgent colours like red, orange, or yellow
- Include visual cues: ticking clocks, countdown badges, “Final Day” banners
- Use bold copy like:
- “Ends Today!”
- “Last Chance!”
- “While Stocks Last”
Example: Watsons Malaysia nails visual urgency with bold, time-driven flash deal banners across digital and in-store POSM. The result? Shoppers feel pressure to act fast — dropping what they’re doing and rushing to nearby outlets before the deal disappears.
Make It Seasonal and Emotional
From Hari Raya to Chinese New Year, Deepavali to back-to-school season, Malaysians are never short of moments tied to tradition, celebration, or life transitions.
Great brands design seasonal displays that not only match the event, but also tap into the emotion of the moment.
- Use festive iconography — ketupat, lanterns, fireworks, schoolbags
- Align colour schemes with cultural expectations (green & gold for Raya, red for CNY)
- Create displays that evoke nostalgia and urgency at once
Example: During Hari Raya, many malls feature showstopping displays — think kampung house replicas, traditional music, and vibrant backdrops. These visuals not only invite selfies, but drive sales across participating outlets thanks to that shared festive energy.
Use FOMO to Your Advantage
The Fear of Missing Out (FOMO) is one of urgency marketing’s best psychological levers. It turns hesitation into action.
- Use phrases like:
- “Limited Stock Available”
- “Exclusive Today Only”
- “Members Only – While It Lasts”
Example: Starbucks Malaysia has mastered this with its collectible tumblers and seasonal merch drops. POSMs proudly announce the exclusivity, and loyal fans rush in to secure their favourites before they vanish, often sparking resale buzz online.
Create Clear CTAs That Spark Movement
No matter how exciting your promo is, if shoppers don’t know what to do next, you’ve lost them.
Your POSM must spell out the action clearly and quickly.
- Use simple, direct CTAs:
- “Buy Now”
- “Scan to Redeem”
- “Grab the Bundle Before It’s Gone”
Example: Guardian Malaysia excels at integrating QR codes with clean copy in their POSMs. Whether it’s for a flash deal, app install, or sampling event, shoppers always know the next step.
Tip: Ensure that CTAs are large, centrally placed, and action-oriented. Don’t bury them under too much text or clutter.
No Time to Wait
Urgency sells. And the right POSM for promotions makes it impossible to ignore.
If your display makes a shopper feel like the clock is ticking, they’re far more likely to act immediately, whether it’s picking up a product, scanning a code, or asking staff for details.
Ask yourself: Would this POSM make you stop in your tracks? Would it make you feel like you’re about to miss something valuable?
If the answer is yes, you’re well on your way to turning idle foot traffic into loyal fans who’ll follow your brand, download your app, and wait for your next big drop.
