Consumer Electronics

Promoting expensive durable goods is a whole different merchandising ballgame. Marketers of big-ticket items offer tips for producing smarter, harder-working P-O-P.

Product: Automobile DVD player
Number of displays: 50
P-O-P company: Frank Mayer & Associates Inc., Grafton, Wis.
Introduction: August 1999
Duration: Permanent
Construction: Metal frame, vinyl banners, hardboard panel
Display set-up: Retail staff
This display for Panasonic's car DVD system holds speakers below, above and behind customers to provide the surround-sound environment. It also allows consumers to try three models of players and see the video on display screens.

Retail Category: Stationery/Office/Gift Stores
Display Type: Freestanding or Aisle (Permanent)
Producer: Design Phase Inc., Northbrook, Ill.
Client: AT&T

Retail Channel: Entertainment/Consumer Electronics
Display Type: Temporary Counter
Campaign: Zoom Camera
Marketer: Olympus
Producer: Thomson-Leeds Company Inc., New York
The idea behind this display was to create a "spoof": instead of simply buying a new Olympus I Zoom Waterproof Camera, a consumer can now "do it yourself" and waterproof an old camera using the pre-cut sheets of plastic wrap from the display. An Olympus 3-D logo that is molded onto the front of the dispenser provides strong brand identification.

Client: Fender Musical Instruments, Scottsdale, Ariz.
Distribution: High-end guitar specialty stores
Size of Run: 1,000
Producer: United Displaycraft, Des Plaines, Ill.
Division: Permanent, Entertainment and Computers: Home Entertainment -- Interactive, Motion or Illuminated

Retail Channel: Entertainment/Consumer Electronics
Display Type: Interactive Displays or Kiosks
Campaign: Microsoft MS Internet Center of Radio Shack
Marketer: Microsoft Corp.
Producer: HMG Worldwide, N.Y.
The goal was to showcase MSN as the easiest way to take advantage of the Web. The kiosk also had to be flexible enough to house various products for cross-sell opportunities. Multiple graphic panels allow for colorful and engaging messaging that can easily be changed out for updates and promotions. The use of mixed materials made it durable.

Retail Channel: Entertainment/Consumer Electronics
Display Type: Permanent Signage
Campaign: Sony Street Style Headphone Display
Marketer: Sony Electronics
Producer: Design Display Group Inc., Carlstadt, N.J.

Client: Humongous Entertainment, Bothell, Wash.
Product Promoted: "Backyard Baseball 2001" software
Marketing Strategy: The client wanted to promote its new "Backyard Baseball 2001" software game and grab the attention of both parents and their kids in stores.
Number of Displays: 1,000
Distribution: CompUSA, Noodle Kidoodle and Zany Brainy
Construction/Materials: Corrugate
P-O-P Company: Pacific Southwest Container, Modesto, Calif.