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PROCESS OF THE CIS PROJECT
TRAINING AND IDENTIFICATION
OF THE RESEARCH NECESSITY
know how. KNOW-HOW
DESIGN AND DEVELOPMENT
Within our approach DAGO CIS,
POP communication projects are being
designed on the basis of:
- results of researches and functional theories
in the sphere of shopping behavior
- specific know-how of our company
- systematically classified information
received from a client
Then we succeed in maximizing intervention
and efficiency of campaigns thanks to the
systematic and strategic work with shopper
centric information and knowledge, which
are being intensively involved in all development phases of complex projects or individual POP media. Also there is stimulated
an active exploitation of results from
"shopper" researches of a client up to
a sales area.
In the initial phase, a submitter may
go through our implementation or
comprehensive training, with the goal
to disclose the potential of shopper
centric work with POP communication
media and introduce rules of their
At the same time, in a co-operation
with a submitter, there are identified
spheres, where it is appropriate eventually to realize the concrete additional
research, whose outputs would be
used for other phase of the project
In the project, there are subsequently
collected, classified and analyzed information from a client (including data
from researches) and information from
the market. There is being realized an
analysis of a product, product category,
point of sales, competition and other
relevant spheres with the perspective
of basic fundaments of marketing mix,
technical aspects, etc.
The analyzed data are then confronted
with and linked to proved rules and
know-how in relevant spheres with the
goal to prepare complex data for
creation of designs.
In this development phase, based on
outputs from all received information,
there is proceeded selection and recommendation of optimal types of POP
media, their visual concept and technical solution, creation of concrete graphical and design proposals and presentations for customers.
To maximize the intervention of thus
created POP media, we use EIEP
(Exposure, Interruption, Engagement,
Purchase) method. This method works
with aspects increasing the potential of
proposed means to expose, interrupt,
engage and convert purchasers into the
ones who will buy supported goods.
In some cases, it is effective to organize analytical and creative visit to target points of sales together
with the submitter (marketing + trade marketing + sales), POP specialists and creative specialists
with the goal to revise together the existing POP communication of the client, map competing
approaches and innovation possibilities. On their basis, there arise creative proposals of solutions
in quick succession using the CIS approach.
Presented approach is intellectual property of DAGO s.r.o. protected by law no. 121/2000 Sb.
In this phase, there are created
prototypes of real POP media based on
proposals and implementation of materials and then, after some tuning, there
starts serial production followed by their
distribution and installation into the
target sales environment. Everything
take place within aspects defined by all
In the implementation materials, there
might be processed recommendations
and rules for placing POP media in the
form of instructions for installation teams.
The CIS approach maximizes
the potential of the
customers and increases
of the whole campaign.
In the case of chosen proposals, it is possible to verify the acceptance of proposed
POP projects / media with selected retail chains with the goal to avoid problems
with the implementation.
After some tuning and approving proposals, we do calculations and eventually produce
prototypes that might be pre-tested in target stores before their series production.