IMC Kalium Displays Promote Nature's Own Softening Crystals

A P-O-P program, including an adhesive-backed label from IMC Kalium that adheres to water softeners on display, promotes the characteristics and benefits of the company's new Nature's Own potassium-based water softening crystals.Designed specifically for Sears stores and then launched in hardware stores and home centers, the program was devised to convey one simple message: Soften your water without adding salt, because it is better for your body and the environment."The key to marketing Nature's Own, since it's a new and different product, is to make consumers aware of its differences and benefits," says John Sury, director of consumer sales and marketing for Bannockburn, Ill.-based IMC Kalium. "That's where P-O-P plays a big role: We're big believers in using P-O-P to convey a product's benefits, especially one like Nature's Own that is unique compared to other water softening products."Representatives from Sears had requested P-O-P to draw attention to its water softeners being displayed, Sury says, as well as to explain the benefits of sodium-free Nature's Own.The colorful signs and labels feature a distinctive blue wave graphic that is also featured on the product's packaging and on a clear plastic pocket that holds brochures. The label may be applied and removed from water softeners without leaving marks or residue.The brochure, designed and produced by Chicago-based Harbauer Bruce Design Ltd., explains the environmental and health benefits of using potassium-chloride crystals, rather than salt, to soften water.The plastic brochure pocket is backed with pre-scored adhesive strips for mounting by store employees directly onto the 12-inch-wide by 15-inch-high sign located near the product.Other P-O-P vehicles supplied by IMC Kalium to promote its product include a 36-inch-wide, two-sided, four-color hanging sign for store fronts or for positioning over water softeners and Nature's Own packages. Smaller signs to support merchandising on gondolas are also available."P-O-P works," says Sury. "We constantly remind our accounts and brokers about the importance of placing P-O-P materials to convey our product's benefits."Nature's Own has been marketed for almost two years primarily in the Midwest, but its recent distribution into Sears stores, hardware stores and home centers is helping to expand product marketing on a national level, says Sury.The P-O-P was manufactured by Shelbyville, Ind.-based Williams Industries.

IMC Kalium Displays Promote Nature's Own Softening Crystals

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