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  • Completing The Brand Story With Tell And Sell Point of Purchase Displays

    2014/10/28

    As a majority of us probably already know, the purpose of POP displays are to create an engaging experience for shoppers by telling a story that will encourage a purchase or create a heightened brand-promotional awareness. Aside from an accurate and effective design, one of the tools used to assist marketers in hitting on all critical paths for a successful display program are the 4C'S (SM) of POP.

    Originally developed by Minneapolis-based Shopper Marketing agency, Marketinglab, the 4C's are sometimes used in the developmental process to evaluate weaknesses that are able to be corrected upfront, ensuring that the final program is cohesive and effective. Produce Retailer recently reported that president Rich Butwinick stated that the four C's are always present in successful POP programs. Let's take a quick look at the four C's and what they represent.

    Command - The POP must instantly draw the attention of shoppers from a distance.

    Connect - This C is also known as brand engagement and/or recognition. Visual cues must be demonstrated to enable loyal brand followers to easily locate the marketing materials.

    Convey - Marketers should strive to tell a concise and compelling story that showcases the product and/or promotion in a simple manner.

    Close - The priority here is to close the sale with the target shopper. Tactical elements such as product reassurance with a buy now message incentive.

    The images shown below are just a few of the many great examples of POP displays that Tell and Sell in-store.
    We refer to the concept of Tell and Sell as a kind-of silent salesman that incorporates a structural or graphic element which continues to reinforce the promotion even after product is exhausted from the display.

    Scroll down to view a few display images we chose where the creative was taken just a step further.




    This Sonic the Hedgehog shelf display takes advantage of Tell and Sell on the back panel roll-over with the use of a Sonic logo on the right and a die cut character on the left side. Another nice touch is how the checkerboard background was bled over both sides and rear panel. Neither of the aforementioned costs anymore to include with the design so why not add them?





    This simple Tylenol club store tray includes images of the stack pack on the back roll-over. Some may ask why bother with those additional graphics when visibility is reduced due to the shelf above it.....why not? Again, it doesn't cost anymore and if this tray happened to be used on an open stock or promotional pallet, those package shots would add that extra tasteful flavor to the mix. BTW, if you get a chance to see the Tylenol packaging shown above, check it out. It is an ingenious design that allows the horizontally displayed bottles to nest, forming a rigid vertical column that is quite stable.



     

    Another club store tray that takes advantage of interior copy space is this Clif Bar tray. The back panel was printed with copy from Clif Bar CEO that offers consumers insight on the founding of the company. Both side roll-overs continue the brand reinforcement and complement the overall graphic theme. A really strong example of Tell and Sell.





    This Cosmo Massager floor stand display takes advantage of huge real estate on the back of the tray. The entire inside of the display tray was printed with images of the mini massager to add visual interest as product was depleted. Die cut wings and tip-on riser add dimension and replicate the Cosmo.





    This shelf display is our fave of the group. The creative team on this one took advantage of every inch of copy space available. Including the product dividers, the entire interior of the Chuck & Friends display was printed with a construction theme that plays right into the type of toys being merchandised. Die cut shapes on both front lips and product dividers were also utilized to add some dimension. A really nice feature, especially for on-shelf visibility, is how the product was designed to gravity feed on ramps which kept the display looking "full" and allowed the graphics on the inside to Tell and Sell.

    So as you have seen, brand reinforcement using Tell and Sell techniques is not a complicated endeavor. All it takes is a little bit of vision and some creative execution to take a display from ho-hum to voila!