Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Jun 17

Point Of Sale Displays that Sell Product

You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and mortar, you are missing your best opportunity to have lasting impact on customer perceptions and close a sale. In a previous blog, we made the argument for investing in point of sale materials; see Retail Reality - Product Demos - and You.

While poorly executed displays are useless money pits, well-conceived and well-executed point of sale programs pay for themselves many times over. Your marketing may have brought the customer into the store but now the sale must be closed with a compelling demo. Read on to find out how to realize a positive ROI.

  1. Make it Noticeable.
    If your display does not command the customer’s attention, you’re done.

  2. Choose materials carefully.
    Is the POS for a short-term promotion or for a product presentation intended to last months or years? Establish your budget and choose materials accordingly. Signage and displays get shop worn quickly and shabby displays reflect poorly on a brand’s image. If the material has to last months you will save money in the long run by using better materials.

  3. Consider video.
    If your budget allows, consider incorporating a video monitor. Studies have shown video can generate up to 33% in additional sales1.

  4. Location, location, location.
    Work with your retailers to get your display in front of the customer. If you can’t get advantageous placement, don’t waste your money on the display. Whether it’s a floor-standing or shelf-top design, put the message at eye or arm level. Customers look up only for store signage and directories; any display placed below the waist is ignored.

  5. Make your message short, simple and catchy.
    Develop a compelling message or image. How does your product improve the customer’s life? Hint – it’s not the features. Now boil that down to its essence; you have 1 second to get the customer’s attention. Multiple messages get ignored.

  6. Make it easy to read.
    Choose typefaces that are bold and highly legible. If you must use a decorative face, make it larger. When viewing beyond 18” the formula, D" x 0.472= pt*, gives a rough guide to minimum type size. For example from 12 feet, the calculation is (12 x 12) x 0.472, yielding a minimum type size of 68 pts. (~1” high)2.

  7. Avoid low contrast backgrounds.
    Store lighting is inconsistent, ranging from big box glare to boutique dim. Complimentary colors and high contrast will make your message pop.

  8. Make it memorable.
    Your display should create a lasting positive impression of your product and brand. For smaller brands, it can give you the kind of visibility and sales impact that would otherwise take years and hundreds of thousands of dollars to buy via advertising.

  9. Pick the right fabricator.
    We’ve seen companies turn to offshore sources for active POS displays in an effort to save money. Many of those projects turned out to be money wasters rather than savers. What difference does low cost make if the display breaks or wears prematurely? The better display fabrication houses also provide design consultation. Let their vast experience work to your benefit. You won’t get that kind of help from Asia. If you can’t stretch your budget you are better off building fewer excellent displays than a greater quantity of poor ones. We have worked with various display fabricators and can refer you to the better ones. Give us a call.

Effective and durable POS displays are expensive and outside of most marketing departments’ core competency. That’s why many brands haven’t taken the plunge. But experienced professionals can help you navigate around the hazards to design and execute a display that will increase your brand awareness and, most importantly, MAKE SALES HAPPEN.

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 

WE KNOW CE.

 

1 ​How to Make Packaging and Point-of-Sale Work Together. www.prsresearch.com
2 The Magnificent Twelve. www.artisancomplete.com

Social Share