Displays Launch RCA Scenium Line

Indianapolis -- Thomson multimedia Inc. is rolling out an all-silver, heavy-gauge sheet metal endcap and other P-O-P materials to call attention to its high-end RCA Scenium line of "home theater" products.The company shipped approximately 3,000 displays in October, including 650 to U.S. retailers and another 100 to Canadian retailers, according to Keri Frantom, director of marketing services. The remaining displays were shipped to Europe and Asia, where the company uses the Thomson brand name rather than RCA Scenium."This was our first global project as a company," Frantom explains. "Our biggest challenge was trying to make it flexible at the retail level, so retailers could adjust it to work with different product models."The endcap, which measures 55 inches wide by 71 inches high by 41 inches deep, has shipped primarily to major regional and larger independent electronics retailers. To accommodate retailer space requirements, the two-piece, screenprinted acrylic rear wall of the endcap adjusts up and down. It holds a circular panel that features either the Thomson or RCA Scenium logo. The attached base of the display enables retailers to keep all wiring out of sight. "We really wanted to keep one consistent display," Frantom says. "We tried to make everything adjustable to better suit each retailer."The RCA Scenium line includes wide-screen high-definition television sets (both 34-inch and 40-inch models), direct-view HDTV monitors with built-in DVD players, stand-alone DVD players, and home theater systems. "It embraces DVD, audio and home theatre products," says James Harper, manager of public relations. "The display incorporates several products into one endcap, as opposed to separate displays for specific products."Accompanying collateral materials include a freestanding banner stand that can be positioned on either side of the endcap or be used separately, three channel cards for various products, a clip-on easel and tearpad for the 34-inch television, and a sticker that adheres to each television model with an integrated DVD player.The P-O-P is available free to retailers who order an established volume of product, explains Frantom. Materials are shipped in two large cartons via freight carrier and are set up jointly by Thomson's sales staff and in-store staff. Set up is designed to be simple and requires only the use of a screwdriver.The endcap was produced by Consumer Promotions International, Mt. Vernon, N.Y. "The silver color scheme draws attention to the fact that this is a highly innovative, high-technology product," Harper explains. "The products themselves have a familiar look to them, so that if someone wants to put together an entire home theater system, they can do so and the design will be very complementary."Thomson is also focusing on the high-end, high-tech themes as part of a larger promotional campaign for the line, which will include television, radio and print advertisements. "The P-O-P component is extremely important, not only the product placement but also just to explain to the consumer what this product may deliver," Frantom says. "We've put a lot behind the whole rollout."The display is intended to be in stores for one to two years. It will be "refreshed" as necessary when new models are introduced and due to normal wear and tear on the dealer floor, Frantom says.While Thomson does not yet have sales figures, due to the recent rollout, Frantom says retailer feedback "has been great."

Displays Launch RCA Scenium Line

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