Point of Purchase displays that POP

The successful promotion of a company’s product line depends on effective marketing and presentation. It is vital for a product to be advertised in such a way that grabs the audience’s attention and also creates brand recall among customers. Most companies are looking for an approach that will give them the best return on their investment.

While there are many methods of advertising, Point of Purchase (or POP) displays are an effective and low cost method that can be used as one component of an overall marketing strategy. POP displays can be found at many different retail applications. They have been in utilized in a basic way ever since man started selling their wears. Used in the simplest form, merchants would hang samples of their product in shop windows to inform potential buyers of what they sold. Nowadays, with technological advancements, samples have been replaced with picturesque depictions of the products.

Point of purchase displays come in variety of forms. They may be backlit signboards, an entire showcase, or a counter top display right at the cash register. An effective piece will have the brand name predominately mentioned. POP fixtures and displays should be colorful and attractive to consumers. The goal is to draw the customer’s attention to the display to entice them to buy your product. They need to be targeted to the demographic you are trying to reach. They should also make a statement about your company and be consistent with your brand image, as it may be the only impression the customer gets of your company.

The machine we recently purchased to create the Artisan Colour Display Graphics Division is ideal to produce this type of marketing. It was recently recognized for its superior print quality at the Euro-Reklama Outdoor Expo. The Océ Arizona® 350 GT won the 2009 Poznan International Fair (PIF) Gold Medal. The first generation of this machine (the 250 GT) was awarded the PIF Gold Medal in 2008.

Océ Wins Double Gold at Euro-Reklama Outdoor Expo 2009

The PIF Gold Medal is awarded to a product that meets a number of criteria, including quality and innovation, and that has been produced using the best technology available. A panel of specialists in each industry judges the entries. The PIF Gold Medal competition jury has a 30-year tradition of recognizing outstanding products in various fields.

The Océ Arizona 350 GT UV curable flatbed printer uses Océ VariaDot™ imaging technology to deliver near-photographic image quality for nearly any application. Designed as a true flatbed system, it can print on a wide variety of rigid substrates and features a Roll Media Option for printing onto flexible media. A White Ink Option is available to enable under-printing on colored media or objects, over-printing for backlit applications on transparent media, and printing white as a spot color. The Océ Arizona 350 GT printer is ideal for producing a wide variety of applications such as event graphics, point-of-purchase displays, limited-term signage, banners, backlit and reflective rigid displays, transit advertising, and directional signage.

Vinyl banners: High impact, low cost advertising

Large format vinyl banners are a great way of advertising just about any news you would like announce to a large audience. They are a versatile solution for creating an ad campaign that can convey a big message at a low price.

Banners can be customized any way you would like. With digital output, you have the option of creating your own graphics and layout design. Advances in printing technology now gives you the opportunity to use images with photo-like print quality, as well as text, to convey your message.

Many banners are used for indoor advertising or trade booth graphics, and may never see the light of day. Vinyl is a very durable and flexible material that can withstand heavy exposure from the elements, making them perfect for outdoor use. They can last for a very long time spanning from several months to up to few a years. One of the best features about vinyl banners is that they can be mobile billboards for your business - just roll it up and hit the road. They also do not require much space for storage, and can be easily kept on a shelf for future use at trade shows or for seasonal events.

In order to make your advertising more effective, consider using some of these printing strategies when designing your banner;

Where will your banner be displayed?

This is one of the first thing that you should ask yourself when you are creating your banner. It will tell you how large you can create the banner to maximize your given space, it will also help you effectively plan the right design to complement that space. For example, if you are placing your banner outside make sure the colors of your banner do not blend with the background. You need to use colors that will stand out and are easy to read.

You should also make use of the size of your banners. The bigger you banner, the farther your audience reach will be, and the more people you will be able to broadcast your message to. You can maximize this trait by making your banners carry a very large headline. A large headline plus the big size of the banners means that your banners can appear bigger than it really is.

Is your message is easily recognized?

Keep your layout simple. Your marketing materials need to be easily understood. They should be grasped while the prospective customer is just passing by your advertisement. Since banners are usually large materials, you can exploit this characteristic by using bold colors, large images, or large headlines that will attract and hold attention.

Text or graphics?

Speaking of large headlines, while fonts are an important advertising tool, there are times when using the right image can grab your audience's attention and be just as influential. Imagery can also help convey and establish your company's brand. This should be considered during the planning stage of your banner creation. You may need to hire a photographer to shoot your product, or search through stock image agencies to find the right look for your ad. Keep in mind the target audience that you are trying to reach. If you do choose to use graphics, make sure that it helps the message to be more effective. Everything on your ad must help the message be understood clearly by your target market.

Will the call to action be heard?

Your call to action is extremely important in your every marketing tool, including this one. Tell your audience what you want them to do. Tell them how they can help in fulfilling the goals of your ads.

Most importantly, once you have grabbed their attention and motivated them to take action, be sure that your contact information is clearly displayed. Give them various ways to reach you. They must be able to contact you by whatever means that are available to them.


So if you have not yet utilized vinyl banners as part of your marketing strategies, now is the time to start. A well designed banner has a small impact on your marketing budget, and a big impact for your marketing message. Please contact a Mighty Imaging representative for more information on vinyl banner printing.

Custom wall coverings make a big impact

Savvy designers are discovering the potential in custom wall coverings. Not only for corporate users, but also for home decor. The versatility of the product combined with the designer's vision make the possibilities endless.

This wall covering was designed by LA Digital Graphics for a Paul Mitchell salon studio in San Francisco. They used a self adhesive vinyl product for this installation.

Digital wallpaper also offers the same freedom for customization. Designers are able to work directly with their client to create a one of a kind setting that is unique to their taste.


Excerpt from the November issue of Digital Graphics magazine article by Sharla Sikes

Why Not Wallpaper?

Digitally printed wall coverings offer a lot of advantages over traditional wallpaper, which helps to drive their growing popularity.

"You can offer short-run customization without the huge expense of setup. Machine printing is extremely expensive in that world, and they have to do larger runs. It's more cost effective to do it digitally. With new technology we now have permanent inks and eco-friendly products - that's a big thing now," says Kirsh...[Aaron Kirsch of Aztek Wallcoverings Inc. uses a UV curable printer similar to ours at Mighty Imaging.]

Traditional wallpaper is more limited in terms of design. With digitally produced murals or wall coverings, the customer and designer can work together to create not just a design but an environment that reflects the look and feel the customer wants.

Ingenious light box displays

Walls + Forms, a company that specializes in retail display solutions, has come up with a couple of innovative designs for light boxes perfect for point of purchase displays. They recently released their Lights Alive line that include a double sided light box, a super thin single sided light box, and a ceiling mounted electric free "light thief" that utilizes the light from your existing light source.

Like they say on their website: "With over 70% of buying decisions made in store, your advertising message needs to stand out." We couldn't agree more. With these original display options, and our Duratrans printing, your advertising piece will get you noticed.

Printable privacy window films

LexJet recently introduced a new line of window films that can be used in all types of commercial and private home design applications. The film allows light to pass through, but the texture of the material provides privacy. They developed three distinct looks, from a three-dimensional stained glass look, to a pebbled matte texture, to rice paper, they have a look that will fit your decor.

LexJet Introduces Printable Décor & Privacy Window Films

The new SUV-compatible window film line includes Glacier, Velvet, and Rice Paper Window Films. Each film was specially-developed based on customer requests for a window imaging solution that can be used in a wide range of environments, from residential to high-end commercial, retail, and corporate décor.

"We used LexJet Rice Paper in a custom showcase home and it generated a great deal of interest from people touring the home," says Lance Licciardi, Licciardi Design, Sarasota, Fla. "I plan to use the printable privacy window films in future projects because they allow me to create a range of custom window effects without having to specify costly custom glass."

Contact us for more details if you are interested in using this unique material for your next project.

Long lasting Duratrans prints

The technology that runs the LightJet has been repeatedly recognized as having a superior imaging quality over other output devises. This also true when it comes to long lasting Duratrans printing. Backlit advertising is frequently utilized by marketers because of its ability to captivate people's attention. Bright vibrant colors that don't fade in a couple of months of use are vital. Not only to capture the consumer's attention, but also to keep the cost of the advertising down by not having to frequently replace pieces. Duane Fast in the March 2008 addition of Digital Graphics (an industry trade magazine) also touts the advantages of LightJet Duratrans printing.

Digital Sunshine

Technology has given us the power to light previously dark spaces. The digital printing industry is uniquely positioned to take maximum advantage of that technology in a constantly expanding market for backlit prints.

...Sometimes the prints need to last a long time. And if these prints are indoors, they also need the highest print quality. Permanent retail graphics and museum exhibits are a good example of this need. Photo printing still wins out in this area.

In my opinion, backlit prints from photo imagers, such as the LighJet from Oce and the Durst Lambda, give the most beautiful, dense colors of any printing source.

Shop with your eyes

You may not think that large graphics can help you sell clothes, but they can. Jeff Grant from Trio Display illustrates how to create an effective clothing display. Adding visual interest to your display can help you tell the story of your product, and in turn sell more of those items you want to promote.

The ABCs of Clothing Displays: by Jeff Grant

If variety is the spice of life, it’s the cayenne pepper of clothing display. Monotonous, uninspired presentation leads to flat sales and flatter profits.

We encourage our clients to mix the displays to once again create wall texture that is more compelling then a long slatwall covered with faced out t-shirts. You have to mix things up. Try creating merchandising areas in 4′W x 8′H story sections. Use selected fixtures to tell a story that may include:

Clothing displayed face out
Clothing side hung
Folded clothing
Accessories on a shelf
A life style photo or brand graphic.

The story might be about T’s, travel, men’s women’s, trunks, dresses, suits, etc. The message will vary as will the product but the type of fixtures chosen and the presentation will be what captures the attention of your customer.

Large graphics should be incorporated into the layout, especially if yours is a lifestyle store. Use vendor graphics or go with a royalty free site such as Shutterstock.com to acquire relevant images that can make your clothing presentation sing.

Deck the halls

Now that Halloween has past, the holiday retail push is on. Any store you walk past or frequent has their own display to promote their holiday merchandise. Trio Display has some great ideas on how to keep your seasonal display creative, fresh, and (most importantly) drive sales. Large graphics of winter scenes or abstracts of holiday themes (like this close up image of a Christmas ornament) can add some visual interest to the shopping experience. It is also another chance for you to promote your company's brand.

The Retailer's Guide to Holiday Themes:

How can you carve a niche for yourself this holiday season? You don’t have to spend big bucks to draw people into your store. But don’t be a Scrooge, either. You should be on the lookout year-round for holiday-season design elements.

Changing out your windows displays regularly conveys to shoppers that yours is a store that keeps up with the times.

If you don’t feel artistic enough to tackle such projects, consider students or recent grads of local design schools. They’re usually eager to add to their portfolio, so have them come up with a holiday concept for your store. If you like it, reward them with merchandise, cash or an internship.

Remember to check out the windows and interiors of stores that are know for great holiday themes. Eddie Bauer, Target and Restoration Hardware are chains that come to mind. But each city and town has its own cadre of retail stores that are known for their imaginative themes. Pay them a visit to get some free lessons.

Maximize your in-store marketing efforts

Getting the customer to your store is one thing. Keeping their interest once they are there is another challenge. Using large graphics to express your marketing goal, whether it is to promote a sale or a new product you are introducing, can utilize your space to maximize your selling potential as well as help build your business brand. I found this article on Allbusiness.com, a site that offers a multitude of articles and videos that inform and inspire you to build a more successful business.

Maximize Your In-Store Marketing Efforts

While advertising can bring customers to a store, it can also work from within your store. Today many retailers realize how important in-store advertising can be to their bottom line.

Despite the drop among television viewers between 18-34, television advertising is still a 50+ billion dollar industry. Meanwhile, in-store advertising accounts for just over 15 billion dollars. This does not mean that retailers prefer advertising on television by a 3 to 1 ratio: It means that you can spend a lot less money advertising in your store. Moreover, you'll find that it can be highly effective.

...Of course, in-store advertising is most effective with a strategy. This means to first determine where to place racks, cubes, platforms, mannequins, and especially your well-designed signage in order to best display your merchandise. High-traffic areas -- doorways, cash registers, fitting rooms, for example -- should be your first consideration.

Other considerations when planning your in-store advertising include:

• Creativity. Position your products in an interesting manner or on an original backdrop. Remember: You want to catch the eye of your customers as they pass your displays.
  
• Lighting. Make sure all areas where advertising is present -- whether it's as a display or as signage -- are well lit and attractive.
  
• Hands-on activities. Toy stores have displays where kids can play. Supermarkets have in-store samples. Tech stores let you test much of the merchandise. What can you do to tempt your customers?
  
• Themes. Is it back-to-school time? Mothers' day? Thematic in-store advertising can focus around a specific season, holiday, or even a new trend or fashion.
  
• Store layout. If your toys are in the back of the store, batteries should be as well. If women's clothing is located on the lower level, fashion accessories should be advertised and displayed en route to and from those escalators. Consider the layout of your location and how your customers get to the goodies that they seek. Then, advertise along the routes that they have to take, just as you see ads for hotels and restaurants along interstate highways.

Peter Lik photography

Peter Lik is a world renowned photographer who has over 9 galleries across the globe. I recently took a trip to Las Vegas, where he has 3 gallery locations. What is so striking about his work, besides his obvious talent, is the way that the images are presented. What may be hard to tell from the shots above are that many of his large panoramic images are printed on trans material and then traditionally matted and framed. The gallery has subdued lighting and the images glow bringing all the color and detail to life. You can't help but be drawn in to look at them. It was refreshing to see an artist use trans printing for their work and present them as finished framed pieces, so that you could imagine them fitting it to any decor or setting. It takes the art to another level. If you are ever in one of the cities where he has one of his many galleries you should make time to see it for yourself.

As a completely self-taught artist, master photographer Peter Lik started in Australia and soon expanded his vision worldwide. Huge panoramic photographs of landscapes showcase the brilliant colors and elegant, spiritual terrain in Nature. These images speak for themselves and leave the casual viewer breathless. The truly conscientious observer will experience fine art. When you come to Peter Lik Galleries, you will be able to experience a kind of natural lifestyle, accented with exotic high-end furniture and sculptures.

What's in a brand?

I came across this blog today authored by C.B. Whittemore: Flooring the Consumer. Although her business is floor finishing, she has many great posts on all aspects of marketing and consumer satisfaction in the shopping experience. In her own words: As Director, In-Store Innovation for Solutia's Wear-Dated carpet fiber, I track consumer trends and am fascinated with digital and brick/mortar retailers who are passionate about meeting the needs of their consumers. I know I will be back to read more on her blog today this particular post caught my eye.

Michael Cape on the Brand Promise:

"The Brand Promise: Connecting With Your Customer Through Marketing, Store Environment and Online" was the subject of Michael Cape's keynote presentation at the December 2006 TREX show in NYC.

At the time of the presentation, Cape was VP of Brand Marketing for JC Penney. He has since accepted the position of EVP for Old Navy [see 2/26/2007 DDI Magazine article Michael Cape Names Old Navy's EVP Marketing].

Exciting changes have taken place at JC Penney during Cape's tenure: the introduction of Sephora as a store within a store, a pop-up store in Times Square, a successful turnaround and expansion. No wonder he has decided to join Old Navy. Things were probably starting to get boring!

Cape started with the following questions. Notice that each one relates to the CONSUMER, not to the store or products.

1. What does the brand stand for in the heart/mind of the consumer?
2. Is your brand relevant to your customer's life?
3. Does your brand make an emotional connection with your customer? [Get away from brand arrogance and build an emotional connection.]
4. Is your brand an inspiration to you customer?

...Cape repeatedly emphasized the criticality of delivering on the brand promise within the store environment. The store entrance should display ceremony and tie into the rest of the brand experience; all brand elements within the store [e.g., light fixtures, the red cube, and 3 different ways to shop] should tie into the campaign. And, don't forget that in-store displays absolutely influence consumers!

How better to convey these points to the customer than through large visual graphics? An image of a bride on her wedding day, a child holding a grown up's hand, or a family having a picnic on a sunny day can catch the viewer's attention and communicate the point right away. It can instantly make an emotional connection with your customer. Adding your brand to the graphics makes the retention of your company name even stronger.

How to create a great window display

Your window to the world is people's first exposure to your business. It is your chance to make a bold statement that will draw in customers. If done wrong, you can go unnoticed. This article by Eric Fairbanks of TRIO Display has some great points about using that space to maximize your sales potential.

The window display is often your best chance to make a good first impression. The window display gives walk-by traffic a chance to see what you sell and how you sell it. It is often your first chance to brand—to create emotional association with your retail store in the mind of your potential customer.

If your retail store is in a strip mall or your main drive-by traffic is that literally—motorists—you need to go big with a graphic display in your window. A large poster-size or bigger image will draw attention and attract customers from far away. You can’t get subtle in this type of window display—say it loud and say it proud.