Many Ways to Sell With Pop Displays
The most attention grabbing advertising in a store is going to be at the point of purchase, which is why pop displays work so well, and have become a huge industry. The sales acquired through a point of purchase display can make the difference to the success of a struggling business, or to the growth of an already profitable one. The details matter when it comes to a display campaign, from conception to completion. To be effective, the display stand must be eye-catching, attracting the customer and enticing them to buy. Like any marketing effort, the pop display stand must be developed through intensive market research and effective design. The point of purchase display represents the company it is created for, and must reflect lasting quality while promoting effectively.
Custom pop displays that create profits are not created arbitrarily. To develop a strategic marketing campaign with custom displays means consulting with an experienced company to produce them. No less important than any aspect of a companies advertising efforts, the point of purchase display project requires an immersion into the way the business operates. Researching the competitive strategies of the business and their competition is part of this, as are audits to determine the best execution of the custom displays to market. An intimate understanding of the retail business model, and especially the behavior of the customer, is essential to being successful with a campaign. Think of any business that is successful and they have put time and effort into their display stands.
Several that will come to mind immediately are fragrance merchandisers, large consumer electronics chains, office supply stores, cell phone companies, grocery stores, home improvement stores and more. The list includes just about every business that wishes to maximize profit increasing opportunities, and what business does not?
They Can Be Seen Everywhere
A pop display stand is so much a part of our culture that despite using them frequently, or more accurately, taking items for purchase from them frequently, we may not realize they are there. This is the most effective type of marketing. When the purchase becomes a subconscious act and consumers begin to be unaware or unconcerned about the act of being sold to, it is much easier to move product. Point of purchase stands are everywhere though. Walk into a grocery store and they take up space in every department; the coffee aisle at either end will have a cardboard display stand filled with coffee; down the middle of the aisle with the canned fruit on one side and the cereal on the other, there is often a seasonal display stand. These displays are positioned strategically throughout the store and whether we realize it or not, they are working.
Another example that is more obvious is the liquor store, especially in larger stores dedicated to wine, beer, and spirits. Alcoholic beverage distributors create some of the most colorful and enticing displays. This is necessary, because the custom pop display for a beer or tequila brand must compete with several other companies taking up the same space.
The Long Life of Corrugated
By far, corrugated displays can be the least expensive and most frequently used pop sales tool. Corrugated pop displays are not just popular because of their cost, but for their low environmental impact. When a glass, metal, or plastic display is used, decomposing can take generations, and they are difficult if not impossible to recycle. Corrugated displays are just the opposite. They do decompose if not recycled, leaving little or no trace of their existence. In fact, corrugated fiberboard is one of the most recycled materials, with statistics showing that up to 75% of this material is being recovered and reused, again and again.
The Ease of Cardboard
Standard cardboard displays are easy to obtain in many sizes and configurations, both for a countertop, and as a stand alone display. For a business that doesn’t rely on a custom display to help sell their brand, a standard cardboard display is a fast solution at the right price. Cardboard point of purchase displays are designed to hold DVD’s, magazines, brochures, and more. Custom cardboard displays can be made as well, and will typically have a header that stands on the top of the display to catch the eyes of potential customers.
Retail pop displays are a dominating feature of any store. However, retail stores are not the only beneficiaries of the effectiveness of pop displays. Consider the advertising brochures at a large sporting goods store, offering informational pamphlets on everything from skiing, to horseback riding, to mountain climbing. How about the local nature preserve? If the ranger’s station has a souvenir store, a point of purchase display will not only sell souvenirs, but there will be also be one to offer pamphlets on upcoming events at the park, local classes, or special outings. Wherever you go, you will find the point of purchase display is always present.