Consumer Electronics

Client: Busch Creative Services/Motorola, St. Louis
Size of Run: 2,000
Producer: Rapid Displays, Chicago
Division: Temporary, Personal Products and Accessories: Personal Telecommunications

Client: Kenwood Communications Corp.,Long Beach, Calif.
Distribution: Electronics retailers
Size of Run: 250
Producer: Santa Cruz Industries, Santa Cruz, Calif.
Division: Permanent, Personal Products and Accessories: Personal Telecommunications
Objectives: The client requested a display that would help increase customer awareness of their products in the crowded retail environment. It introduces two of the products, explains key features, and influences the consumer to make a purchase -- all without a clerk being present.

Product: Digital imaging center
P-O-P company: ExhibitPro, Columbus, Ohio
Distribution: Micro Center computer retail stores
Introduction: June 2000
Duration: Permanent
Construction: Wood, banners with backlit graphics, fabric-covered signs
The digital imaging centers in Micro Center stores offer six "solution centers" that focus on various elements of digital imaging.

Product: In-car Video Entertainment System
Number of displays: 200
P-O-P company: Display Technologies, College Point, N.Y.
Distribution: Warehouse clubs and electronic superstores
Introduction: August 2000
Duration: Permanent
Construction: Vacuum-formed styrene; sheet metal and expanded vinyl frame screenprinted graphics
Display set-up: In-house

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.