Games/ Contests/ Sweepstakes

Enhanced packaging and P-O-P displays promoting products with premiums may improve impulse sales when executed properly.

Highlights of recent and upcoming P-O-P promotions by more than 40 top companies

Product: Prestone antifreeze
Number of displays: 15,000
P-O-P companies: HMS Design (header design), South Norwalk, Conn.; Tom Fowler Inc. (sweepstakes entry form design), Norwalk, Conn.; Taurus Print Group (header printing), Cherry Hill, N.J.; CCL Label (entry form printing), Rosemont, Ill.
Distribution: Mass merchants and auto supply stores
Introduction: September 2001
Duration: Temporary
Construction: Corrugated
Display set-up: Retail staff

Best Buy Co., Minneapolis, boosted video sales with a shipper display placed in 400 of its stores. "Tony Hawk's Trick Tips," a video and DVD about skateboarding from renowned skateboard champion Tony Hawk, was featured in a shipper holding 36 VHS tapes and 12 DVDs. "Our objective was to have a high-impact presentation of the product in order to promote a sweepstakes for Tony Hawk We are enjoying excellent results with the display in that our sales have exceeded our expectations by over 25%," says Cindy Springer, marketing manager for Red Line Entertainment, a division of Best Buy.

Product: ICEE frozen drinks
P-O-P company: Levine Advertising, Prairie Village, Kan.
Distribution: Convenience stores, mass merchants and other ICEE retailers nationwide
Introduction: March 2001
Duration: Temporary
Construction: Cardstock, litho printing
Display set-up: Retail staff
Edgy graphics and fun imagery on this easel call attention to ICEE's "Scooter a Day Giveaway" promotion.