{"id":1536,"date":"2026-01-29T18:54:58","date_gmt":"2026-01-29T18:54:58","guid":{"rendered":"https:\/\/blog.ramirocastrejon.com\/?p=1536"},"modified":"2026-01-29T18:54:59","modified_gmt":"2026-01-29T18:54:59","slug":"el-70-del-material-pop-termina-en-la-basura-y-es-tu-culpa","status":"publish","type":"post","link":"https:\/\/blog.ramirocastrejon.com\/pt\/el-70-del-material-pop-termina-en-la-basura-y-es-tu-culpa\/","title":{"rendered":"El 70% del Material POP termina en la basura (y es tu culpa)"},"content":{"rendered":"\n<div class=\"wp-block-uagb-advanced-heading uagb-block-4a3d3841\"><h2 class=\"uagb-heading-text\"><strong>El 70% del Material POP termina en la basura (y es tu culpa)<\/strong><\/h2><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Es un dato doloroso pero real: la gran mayor\u00eda del material publicitario que env\u00edas al punto de venta (cenefas, danglers, stoppers) jam\u00e1s ve la luz del d\u00eda. Termina en el almac\u00e9n o en el contenedor de reciclaje de la tienda.<\/p>\n\n\n\n<p>\u00bfPor qu\u00e9? Porque se dise\u00f1a desde el escritorio de una agencia creativa y no desde la realidad operativa del Retail.<\/p>\n\n\n\n<p>El <strong>Material POP (Point of Purchase) <\/strong>tiene una sola misi\u00f3n: <strong>Romper el paisaje.<\/strong><\/p>\n\n\n\n<p>Si tu material es &#8220;lindo&#8221; pero se mimetiza con el anaquel, es invisible. Para que el POP sea efectivo y el retailer acepte colocarlo, debe cumplir la regla de las 3 &#8220;I&#8221;:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Impacto:<\/strong> Debe detener el ojo en menos de 1 segundo. Colores contrastantes, formas troqueladas, salirse del lineal.<\/li>\n\n\n\n<li><strong>Informaci\u00f3n:<\/strong> No cuentes la historia de tu empresa. Di el beneficio clave: &#8220;Nuevo Sabor&#8221;, &#8220;Ahorra X&#8221;, &#8220;Rinde M\u00e1s&#8221;.<\/li>\n\n\n\n<li><strong>Incentivo:<\/strong> Un Call to Action claro. \u00bfQu\u00e9 quieres que haga el Shopper? \u00bfQue lo tome? \u00bfQue lea el reverso?<\/li>\n<\/ol>\n\n\n\n<p>El Retailer odia el &#8220;ruido visual&#8221;. Solo colocar\u00e1 materiales que le ayuden a vender m\u00e1s r\u00e1pido o que hagan que la tienda se vea profesional.<\/p>\n\n\n\n<p>\ud83d\udca1 <strong>Reflexi\u00f3n del d\u00eda:<\/strong><\/p>\n\n\n\n<p>Tu material POP es tu vendedor silencioso cuando t\u00fa no est\u00e1s. Si no grita &#8220;\u00a1C\u00f3mprame!&#8221;, es solo papel caro decorando un basurero. Dise\u00f1a para la guerra en el anaquel, no para un concurso de dise\u00f1o.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><\/p>\n\n\n\n<p>\ud83d\udc47 <strong>\u00bfQuieres dominar el arte del Trade Marketing?<\/strong><\/p>\n\n\n\n<p>Si quieres aprender m\u00e1s \u00fanete a mi newsletter:<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/www.linkedin.com\/newsletters\/7390840577824620544\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/www.linkedin.com\/newsletters\/7390840577824620544<\/a><\/strong><\/p>\n\n\n\n<p>Y mejor a\u00fan, si quieres tomar acci\u00f3n y que colaboremos juntos, agenda una sesi\u00f3n conmigo:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong><a href=\"https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw\" target=\"_blank\" rel=\"noopener\" title=\"\">https:\/\/u6hab.share.hsforms.com\/2oKuh6dTbTG6zu0Eu2xp_Lw<\/a><\/strong><\/p>\n\n\n\n<p>#MaterialPOP #TradeMarketing #VisualMerchandising #ShopperMarketing<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El 70% del Material POP termina en la basura (y es tu culpa) Es un dato doloroso pero real: la gran mayor\u00eda del material publicitario que env\u00edas al punto de venta (cenefas, danglers, stoppers) jam\u00e1s ve la luz del d\u00eda. Termina en el almac\u00e9n o en el contenedor de reciclaje de la tienda. \u00bfPor qu\u00e9? [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[9],"tags":[],"class_list":["post-1536","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trade-marketing"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop.png",1024,1024,false],"thumbnail":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop-150x150.png",150,150,true],"medium":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop-300x300.png",300,300,true],"medium_large":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop-768x768.png",768,768,true],"large":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop.png",1024,1024,false],"1536x1536":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop.png",1024,1024,false],"2048x2048":["https:\/\/blog.ramirocastrejon.com\/wp-content\/uploads\/2026\/01\/11-material-pop.png",1024,1024,false]},"uagb_author_info":{"display_name":"Ram Trade Marketing","author_link":"https:\/\/blog.ramirocastrejon.com\/pt\/author\/joseluistrademarketing-lat\/"},"uagb_comment_info":0,"uagb_excerpt":"El 70% del Material POP termina en la basura (y es tu culpa) Es un dato doloroso pero real: la gran mayor\u00eda del material publicitario que env\u00edas al punto de venta (cenefas, danglers, stoppers) jam\u00e1s ve la luz del d\u00eda. Termina en el almac\u00e9n o en el contenedor de reciclaje de la tienda. \u00bfPor qu\u00e9?&hellip;","_links":{"self":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts\/1536","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/comments?post=1536"}],"version-history":[{"count":1,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts\/1536\/revisions"}],"predecessor-version":[{"id":1538,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/posts\/1536\/revisions\/1538"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/media\/1537"}],"wp:attachment":[{"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/media?parent=1536"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/categories?post=1536"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.ramirocastrejon.com\/pt\/wp-json\/wp\/v2\/tags?post=1536"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}