Cross-Merchandising

As marketers try to strengthen and broaden the appeal of their P-O-P programs, many have found that marketing partnerships can significantly intensify their in-store efforts.

Client: The Minute Maid Co., Houston
Products Promoted: Breakfast foods and newspapers
Objective: To provide retailers with a breakfast destination center.
P-O-P Company: HMG Worldwide, New York

Client: Wilson Sporting Goods Co., Chicago
Products Promoted: Tennis accessories, primarily rackets and shoes
Marketing Strategy: To create interest for new racket and shoe technology.
Introduction: January 2000
Number of Displays: 95
Distribution: Sporting goods stores
Construction/Materials: Aluminum tubing and Sintra perf board
P-O-P Company: Nimlok Display and Exhibit Solutions Worldwide, Miles, Ill.

Client: Plank Road Brewery, Milwaukee
Distribution: All channels
Size of Run: 450
Producer: Great Northern Corp., Racine, Wis.
Division: Temporary, Beverages -- Beer
Objectives: To design a promotional display that merchandises 12- or 24-packs of Red Dog Premium Beer and cross-merchandise snack products.

Client: Herr Foods Inc., Nottingham, Pa.
Distribution: Mass merchants
Size of Run: 50,000
Producer: Triangle Display Group, Philadelphia
Division: Temporary, Snacks, Cookies and Crackers
Objectives: Innovative packaging was used to cross merchandise Herr's core products and increase the company's presence in mass merchants. A television ad campaign coincided with the launch of the new packaging.

Client: Arnold Advertising
Producer: Meridian Display & Merchandising
Comments: This program was a test market for McDonald's bratwurst. In addition, it was a cross-promotion for McDonald's, Johnsonville Brand Brats and the Weber Grill Co. An increase in the awareness of Weber grills was registered from the campaign.

Client: Nabisco Inc.
Producer: ImageWorks Display & Marketing Group Inc.
Comments: The display received excellent retail acceptance nationally as part of the client's Summer Grilling Season program. The flexibility of the display enables retailers to customize the product mix. The combination of products and recipe information offers the consumer a one-stop shopping home meal solution.

Client: Worth Inc.
Producer: Frank Mayer & Associates Inc.
Comments: This four-sided display holds 72 bats, 16 fielder's gloves, 48 batting gloves and 12 equipment bags. The display holds $16,000 of product in a 40-inch by 40-inch footprint, which allows the client to create its own island and separate itself from the competition. Retailer response and sales projections continue to be positive.