Consumer Electronics

Client: David Blank & Assoc, Seattle
Product Promoted: Project 2000
Marketing Strategy: The client wanted to expand the traditional customer base for this product by creating interest in office superstores.
Introduction: April 2000
Number of Displays: 1,000
Distribution: Staples stores
Construction/Materials: .010 and .020 vinyl, offset lithography, screenprinting, heat bending in base, adhesive tapeP-O-P Company: Rapid Displays, Union City, Calif.

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.

Retailers' desire for smaller, standard packages and more efficient displays is leading suppliers to consider new formats, interactive displays and other options.

Client: The Learning Co., Cambridge, Mass.
Products Promoted: Spanish, German and French educational computer software
Marketing Strategy: Each Spanish, German and French software box on the retail shelf was assembled featuring a custom audio message on a brochure module. When the customer opens the front graphic panel on each box, a message activates the greeting (in that particular language) and educates the individual about the software's contents and features.
Number of Displays: 100,000

Client: 3Com Corp., Rolling Meadows, Ill.
Products Promoted: Computer modems
Objective: To gain a top-shelf position in OfficeMax stores with a high-tech, consumer-friendly look. This system was also designed to allow modems to be changed out as new models become available.
Number of Display: 250
Construction/Materials: Powder-coated metal, bright silver steel, chrome hex nuts, four-color process graphics, screenprinting, plastic
P-O-P Company: Visual Marketing Inc., Chicago

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: Microsoft Corp., Redmond, Wash.
Product Promoted: IntelliMouse Explorer
Objective: To introduce a new technology to shoppers as they enter the store and drive them to the product display area.
Introduction: October 1999
Number of Displays: 250
Construction/Materials: Plexiglass stand, vacuum-formed mouse, screenprinted graphics
P-O-P Company: Promo Edge, Neenah, Wis.