Consumer Electronics

Product: Zip 250 disks
Number of displays: 2,000
P-O-P companies: Asatsu Advertising (design), Gardena, Calif.; Blum Productions (manufacture), Elmsford, N.Y.
Distribution: Office stores, computer stores, drugstores, supermarkets, mass merchants
Introduction: June 1999
Construction: Corrugated standee
Display set-up: Retail staff
P-O-P for Fujifilm's new Zip 250 data storage disks includes a standee.

Mercadeo Empresarial (Promarket Mexico)
Motorola de Mexico
Comments: The goal was to improve sales of every Motorola product being offered in Mexico while unifying the brand's image. The equipment is highly visible because it is lighted from the top with slim lamps. The clouds in the background are also backlit. Since the installation of the display, some stores have reported record results, especially in the sales of products such as two-way radios that are not otherwise heavily advertised.

Design Display Group Inc.
Sony Electronics Inc.
Comments: The unit was designed to fit into the smallest amount of space in a setting that mimicked the under cabinet area of an ordinary kitchen. The materials that were chosen give the unit an upscale, modern look. It helped promote this more expensive option over a lower-priced competitor's product.

Creative Source International
Iomega
Comments: The program gave service bureaus the P-O-P that made it possible for them to sell zip disks and drives -- something they weren't previously able to do.

Frank Mayer & Associates Inc.
Motorola de Brasil LTDA
Comments: The flexible display system can be used in various locations throughout the store allowing consumers to touch and view the phones while they are kept secure. All displays that were ordered have received placement. The program's success led to its extension into other Latin American countries.