Learn how to use point of purchase marketing materials to capture attention, boost foot traffic, and drive impulse buys in every corner of your store.
When it comes to increasing sales and attracting customers to your Hunt Brothers® Pizza program, point of purchase (POP) marketing materials are your secret weapon. These marketing tools—signage, displays, and more—are designed to grab attention, build brand awareness, and encourage customers to make impulse purchases.
At TBHC Delivers®, we’re here to help you maximize your POP materials. By understanding how to set them up, where to place them, and what works best in each area of your store, you can optimize your Pizza Shoppe’s visibility and profitability.
What is POP Marketing?
POP marketing refers to any strategy or material promoting your products where customers make their purchase decisions. Think banners, window clings, countertop displays, and more. These materials do more than advertise—they build brand recognition, highlight promotions, and drive impulse buys.
The great news? As a Hunt Brothers Pizza partner, you get access to professionally designed POP materials installed and maintained by your TBHC Delivers Account Manager at no extra cost.
Let’s take a closer look at how to make POP Marketing work for you using the Four POP Zones.
The Four POP Zones: Explained and Optimized
The Four POP Zones are a proven framework for maximizing the visibility and effectiveness of your marketing materials. By strategically placing your POP materials throughout your store and its surroundings, you can guide customers’ attention, encourage them to make a purchase, and ultimately drive sales.
Connecting the Zones
When used together, the Four POP Zones create a seamless customer experience, guiding attention from the moment they see your store to the final point of purchase. Each zone plays a unique role:
Zone 1 draws customers in.
Zone 2 reinforces messaging while they’re at the pump.
Zone 3 welcomes them into the store.
Zone 4 closes the sale with targeted promotions and compelling displays.
By optimizing each zone with the right materials and best practices, you’ll create a cohesive marketing strategy that drives foot traffic, increases brand visibility, and boosts your Hunt Brothers Pizza sales.
Here’s a deeper dive into each zone:
Zone 1: Curb Appeal
Zone 1 is the area outside your store, including parking lots, roadside displays, and building exteriors.
Purpose: To catch the attention of passing drivers and pedestrians and draw them into your store.
Why It Works: First impressions matter. Customers are more likely to visit a store when they can see clearly advertised products and promotions. A well-placed banner or lighted sign can make all the difference in attracting foot traffic and building awareness of your Hunt Brothers Pizza offerings.
Best Practices for Zone 1:
Visibility is Key: Place signage where it’s visible from the road or parking lot, free from obstructions like bushes, poles, or other signs.
Use Lighting to Your Advantage: If possible, lighted signs can grab attention, especially at night or during gloomy weather.
Keep it Fresh: Rotate outdoor signage seasonally or whenever you have a new promotion. Customers respond to timely, relevant messaging.
Zone 1 Materials: Outdoor banners, pole signs, flags, and lighted displays
Zone 2: Gas Pump Promos
Zone 2 includes the gas pumps and surrounding areas where customers spend time while refueling their vehicles.
Purpose: To engage customers during the short window when they’re fueling up and encourage them to enter the store.
Why It Works: Customers spend several minutes at the pump, often looking for something to do while waiting. This makes gas pumps a prime spot for POP materials that capture their attention and inspire them to step inside for a Hunk® or grab-and-go snack.
Best Practices for Zone 2:
Simple, Bold Messaging: our Zone 2 materials use clear, concise language to promote grab-and-go items, combos, or limited time offers. Busy customers don’t have time to decipher complicated signage.
Make it Convenient: Highlight easy-to-carry items like Hunks or WingBites® that appeal to customers who might be in a hurry.
Maintain Cleanliness: Keep gas toppers and hose signs clean and well-maintained. Dirty or faded materials can deter customers.
Zone 2 Materials: Gas toppers, hose signs, pole signs, and banners near the pump islands.
Zone 3: Entryway Engagement
Zone 3 is the front of your store, including windows, doors, and the area customers pass through to enter.
Purpose: To capture customers’ attention as they approach your store and entice them to come inside.
Why It Works: Customers need clear visual cues that invite them into the store. POP materials in Zone 3 act as a gateway, drawing attention to promotions and reinforcing brand recognition right at the entry point.
Best Practices for Zone 3:
Place at Eye Level: Install window clings and door signs where customers can easily see them. Avoid placing materials too high or low, where they might be overlooked.
Focus on High-Impact Messaging: Promote deals or combos encouraging customers to enter. Seasonal or limited time offers work especially well in this zone.
Keep Entryways Clear: Avoid clutter around the entrance so customers can see and access the store easily.
Zone 3 Materials: Window clings, doorway signs, sandwich boards, and posters.
Zone 4: Point of Decision
Zone 4 includes the areas inside the store where customers make purchasing decisions, such as at the register, around counters, and near the Pizza Shoppe.
Purpose: To influence customers’ choices at the exact moment they’re deciding what to buy.
Why It Works: Once customers are inside the store, they’re already primed to make a purchase. Strategic POP materials in Zone 4 can highlight specific items, promote combos, or remind customers of additional options they may not have considered.
Best Practices for Zone 4:
Position Near High-Traffic Areas: Focus on spots where customers naturally pause, such as the checkout counter or pizza display.
Promote Add-Ons and Combos: Use this space to highlight upselling opportunities, such as WingBites with a pizza purchase or a family meal deal.
Keep it Professional: High-quality, uncluttered materials instill confidence in your products and make them more appealing.
Zone 4 Materials: Counter mats, shelf displays, combo meal signage, and posters near the Pizza Shoppe.
Best Practices for Using POP Materials
Now that you know the zones, here are some tips to make your POP materials work even harder for you:
Rotate Materials Regularly: Your Account Manager will help you keep things fresh by updating signage to reflect current promotions, seasonal offers, or limited-time deals. Stale messaging can make your store feel outdated.
Focus on Cleanliness: Clean and dust your POP materials regularly. Dirty or damaged signage can turn customers away.
Work with Your Account Manager: Your TBHC Delivers Account Manager is an expert in POP marketing. They’ll help you install materials in the most effective locations and make sure everything looks its best.
Use POP to Cross-Sell: Highlight combo meals, add-ons, or new products to encourage larger purchases. For example, promote WingBites alongside pizza for a complete meal deal.
Why POP Materials Matter
POP materials are more than just signs—they’re tools that guide your customers’ journey from the parking lot to the register. By strategically placing these materials across the four zones, you create a seamless experience that draws customers in, highlights your products, and boosts your sales.
At TBHC Delivers, we’re here to help you succeed. From supplying high-quality materials to providing expert advice, we make POP marketing easy and effective. Talk to your Account Manager today to optimize your store for success.
Together, we’ll make your Hunt Brothers Pizza program a destination customers can’t resist!
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TBHC Delivers
TBHC Delivers is the largest distributor of Hunt Brothers Pizza; we are our own business and brand. We own our trucks and follow, believe and deliver on all Hunt Brothers Pizza’s visions. TBHC Delivers builds upon the high-quality product of Hunt Brothers Pizza with value-add customer service like our 15-Point Promise.