POSM for New Product Launches: How to Build Hype from Day One
Whether you’re meeting someone new, going on a first date, or introducing a new product into retail, first impressions matter. In the world of consumer goods, your POSM (Point-of-Sale Materials) is the outfit your product wears. It’s your chance to capture attention, spark interest, and ultimately drive trial and purchase.
With brands constantly introducing new SKUs every day, a well-executed POSM launch strategy could mean the difference between a breakout product, or one that fades into the background.
Bold Visuals Spark Curiosity
Visuals are your front line in first impression marketing. For a new launch, go beyond standard shelf talkers. Think larger-than-life displays, interactive elements, or unexpected placements that signal “This is new!”
Case in Point: When Coca-Cola launched its limited-edition Starlight flavour, they used cosmic-themed gondola ends, glowing red display units, and space imagery across their POSM. The entire display looked and felt different, and that made all the difference.
Engage the Senses with Experiential POSM
If your product has a distinctive taste, scent, or texture, help shoppers experience it before they even buy it. Sensory and experiential POSM can trigger emotional memory and drive impulse decisions.
Example: Famous Amos isn’t just known for cookies, they’re known for the smell of cookies. That iconic aroma wafts through malls, supported by playful “Free Smell” signage. Whether it’s a new cookie flavour or an old favourite, the sensory POSM creates an irresistible pull.
Design Based on Retail Environment
One size doesn’t fit all. A winning POSM launch strategy tailors the format to the store type — what works in a 7-Eleven may fall flat in a Guardian or AEON.
Example: Milo’s launch activations often feature the iconic Milo truck, parked outside retail stores for sampling. This is paired with banners, standees, and branded counters inside the store. The result? Cohesive visibility from the parking lot to the checkout.
Tease Before You Drop
Don’t wait until launch day to make noise. Use POSM to build anticipation before the product arrives, like a movie poster before the premiere.
Example: Before McDonald’s brings back its beloved Prosperity Burger, it runs teaser POSM weeks in advance. With table tents and counter displays that shout “Prosperity is Back!”, fans are already counting down the days.
Merge Offline and Online with QR Codes
Modern new product rollouts should bridge physical and digital. POSM with QR codes or NFC links can instantly connect shoppers to product videos, digital coupons, AR filters, or social campaigns.
Example: KFC Malaysia often places QR codes on tray liners, standees, and posters during new menu launches. These links lead to mobile order pages, promo videos, or interactive features, extending the POSM experience to users’ phones.
Make Your Launch Unforgettable
A well-planned POSM launch strategy is storytelling in action. It grabs attention, builds trust, and invites consumers to try something new.
By pairing sensory triggers with smart placement, omnichannel extensions, and teaser tactics, POSM can be your brand’s best wingman during a launch. Whether you aim to disrupt a category or deepen brand loyalty, make sure your product isn’t just seen, but remembered.
