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

Apr 02

Retail Reality-Product Demos-and You

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 salesperson knew the products and could give a powerful demonstration. You know, someone like Buck. Sorry to break the news but, like Peace and Love, those days are gone and not coming back.

The big box and sometimes even the specialty retail floor is now
about the fast & easy sale. The salesperson, if you can find one,
was selling shoes yesterday and is non-commissioned, under-
trained and poorly motivated. Commodities dominate this self-service environment. Why would a consumer pay more for a premium product over entry-level when there is no demonstrable difference?

That’s why you need to think seriously about investing in point-of-
sale displays to showcase your product.

Point-of-sale displays are either used for fixed-length sales promotions or for product showcase/demonstration. Promotional displays are temporary, disposable and usually passive, the later is typically an active display that gives the consumer a real demonstration and sales pitch. Showcase displays are designed and built to withstand heavy use for a year or more.

Yes, good showcase displays are expensive, but can make the difference between sales success and utter failure. A great POS showcase display can raise your product from anonymity in a sea of commodities and allow it to STAND

OUT by:

Drawing attention to your product and you brand
Walk into any electronics store; what do you see? A sea of products. Customers are bombarded by choice. Pick any category and there will be dozens of products, each claiming to meet the customers’ needs. The customer is confused by all the choices and, by the minute, becoming less likely to buy. Amongst that visual overload, you have a brief moment to catch the customer’s eye. Nothing does that better than well-designed product display. It creates awareness and an emotional impression of your brand and product. It positions you and your product above those around you, giving the customer confidence and reason to buy.

Connecting you and the customer
There are good reasons for customers to choose your product over competing products but how are they to know? You can’t count on having a salesperson available to guide the customer to your product. Even then, how many have the training to sell your product’s unique benefits? A great active display puts you in direct contact with the customer, telling your story accurately, without filters. A great interactive display can educate, excite and close the sale.

Telling your story as only you can
No one can communicate the value of your products and brand better than you. An active display lets you control your message and do a demo that closes the sale. The best displays communicate your unique product benefits clearly and memorably.

Effectively demonstrating the product
Demo the product - close the sale. Whether the demonstration is audio only or audio-video, the demo is the tipping point, the way to an emotional connection with the customer. The demo will make or break the sale.

Anyone who has ever been to an audio show knows that good demos are rarer than hen’s teeth. Selecting demos that showcase your product in the best light while engaging the customer is not as simple as choosing your favorite Beatles song. It requires a unique skill combining the ability to understand and highlight product’s strengths while minimizing its weaknesses with showmanship.

Increasing the perceived value of the product
Actions speak louder than words. Everyone is suspicious of marketing claims. Comparative measures are impossible since specs are misunderstood and not reflective of a product’s true performance. But we believe our eyes and ears. Point-of-sale displays let the customer judge the product's virtues first hand, elevating your product and separating it from the competition, giving the customer justification to step up from commodity products.

Leaving a lasting impression
You can’t sell every customer even with the best interactive display. But your display will have done the next best thing, It helped you make an emotional connection with the customer and become an authority that the customer will not forget the next time they are shopping or when a friend asks for advise.

In subsequent articles, we will discuss the elements of an effective point-of-sale display.

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. 


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