POP Print Specialist Protests At London Conference

In-store print specialist Bezier staged a protest at a marketing conference in London (UK) yesterday.

In-store print specialist Bezier staged a protest at a marketing conference in London (UK) yesterday.

The company, which produces point of purchase (POP) marketing materials for clients such as ASDA, Boots and Coca Cola, was protesting for POP rights.

Mark Shaw, the chief executive of Bezier, said: "The store, as a marketing medium, is widely underestimated and undervalued.

We have created the POP protest as a novel way to get marketers' attention so that we can talk about the more serious opportunities to increase sales and brand awareness in-store." He added: "We believe if we can help retailers and brands overcome issues such as compliance, fit-for purpose in-store design and support POP becoming a measured medium we can show how it is able to rival all above-the-line mediums for reach and value." The protest took place as delegates arrived and left Earl's Court.

Actors dressed as point of sale units held placards and gave out information and flyers to reinforce the appeal of POP.

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