Consumer Electronics

As the computer hardware market matures, product marketers are finding that they must simplify their P-O-P messages to reach an expanding customer base and work more closely with retailers to gain placement.

Client: OfficeMax Inc., Shaker Heights, Ohio
Products Promoted: Computer speakers
Objective: To provide consumers with an interactive shopping experience that allows them to compare products and encourages them to choose higher-end speakers. The display was also designed to minimize store set-up time and maintenance.
Number of Displays: 120
Construction/Materials: Tubular steel skeleton, laminated wood exterior, circuit board-with prerecorded sound chip, electrical wiring
P-O-P Company: Visual Marketing Inc., Chicago

Client: Iomega Corp., Roy, Utah
Products Promoted: Clik! PC card drive, Zip CD and Zip 250
Objective: To increase awareness of Iomega's complete line of removable storage media.
Introduction: February 2000
Number of Displays: 750
Construction/Materials: Litho-laminated 3 mil white Sintra; .050 brushed aluminum with clear iodized finished white powder, wire feet, acrylic stops
P-O-P Company: Rapid Displays, Union City, Calif.

Client: Logitech Inc., Fremont, Calif.
Product Promoted: Cordless keyboards and mice
Objective: As the company's first product-wide promotional campaign, this display helped secure retail space and gain visibility for cordless keyboards and mouse products.
Introduction: May 2000
Number of Displays: 1,600
Construction/Materials: Corrugate
P-O-P Company: Protagon Display Inc., Toronto

Client: RadioShack, Fort Worth, Texas
Producer: Trans World Marketing, East Rutherford, N.J.
Comments: This unit provides a "store within a store" environment to make RadioShack stores a destination retail environment for high-tech goods and services. The televisions are always turned on so customers are constantly receiving messages and store personnel don't always have to be present.

Product: HP LaserJet printers
P-O-P company: The Beeline Group, Newark, Calif.
Introduction: November 1999
Duration: Semipermanent
Construction: Cardstock, vinyl
Display set-up: Field and retail staff
HP's new merchandising layout is designed to lead customers to the appropriate printer. Customized P-O-P can help retailers create a unique look.

Client: Moore Business Communications Services, McLean, Va.
Product Promoted: Sprint Prepaid Calling Cards
Objective: To provide warehouse discount stores, like Sam's Club and Costco, with a display that is representative of their environment. The stores receive the display fully assembled and stocked and because of its pallet base design, it can be easily moved to different locations within the store.
Introduction: February 1999
Number of Displays: 1,000
Construction/Materials: PVC, corrugated, wood