IVI Publishing Showcases Mayo Clinic CD-ROM Guides

Just had a nasty scrape, bruise or cut? Well grab your first-aid kit and pull out a CD-ROM.Minneapolis-based IVI Publishing, an electronic publisher of health and medical information in interactive multimedia formats, doesn't expect you to do that. But the company has bandaged up a comprehensive selection of P-O-P for its 1996 versions of the Mayo Clinic CD-ROM health reference guides. A freestanding display is central to the promotion of three titles, "Mayo Clinic Family Health," "Mayo Clinic Family Pharmacist," and "Mayo Clinic Health Encyclopedia." It holds 12 CD-ROMs and measures 12 inches wide by 54 inches high by 18 inches deep.A flip book can be attached to the display, according to John Rodning, director of marketing: "We just use some peel-off self-adhesive and it sticks up on top. In addition, it can serve as an in-store demo piece that hangs off the shelf."A card stock shelf talker, measuring 8 inches by 6 inches, has a pad of peel-off redemption coupons shaped like oversized adhesive bandages. "Anyone who buys one of our titles is eligible to get a free first-aid kit from Mayo Clinic," Rodning says. "They just need to send in their coupon and proof of purchase, and we'll send them the kit."Yet another element are 18-by-24-inch signs that serve either as counter cards or endcap signs. "In some form or another, we've got components into more than 4,000 stores," Rodning says. Among them are computer software stores such as Egghead software and Software Etc., consumer electronics stores including Comp USA and Best Buy, and warehouse clubs such as Sam's Club. "Requests still are coming in, so probably about 500 more stores will be added" before the promotion ends in late March and retailers dispose of the P-O-P items, Rodning notes.A pallet floor display is now under consideration. "We developed the concept, but do not yet have placement," says Linda Fisher, director of client services for Levy & Wurz, whose Seattle facility's personnel designed and produced all of the promotion's P-O-P components. The size of a standard pallet, the floor display would hold 12 12-packs or 144 CD-ROMs, include a flip book, and have a very large paper adhesive bandage wrapped around it.The national marketing plan featured ads in USA Today and in trade publications such as Computer Retail Week. Reaction from retailers and consumers to the P-O-P has been "overwhelmingly positive," Rodning says. "Until results come in at the end of the quarter, I'm not yet going to deem it a victory, but at this stage it definitely is a success given the number of stores we got it in."

P2PI MEMBERS

JOIN P2PI

You May Also Like

CVS Debuts a Vitamin Dispensing System

In-Store Experience: BJ’s Wholesale Club