Home Improvement

No matter how many formal directives and spec sheets a retailer might print, the reality is that a lot of in-store marketing policies remain inscrutable.

The producer wanted to make sure that store personnel could easily set up this temporary display that had to also withstand a home center environment. Product quantity had to be maximized in a small footprint as well, so that restocking wasn't inconvenient.

• Pop-up design. Assembles quickly without a slot-and-tab construction.
• Litho-mounted header. Links the client's brand of safety hard hats with the popular NFL logo. The client's logo, colors and Web address was incorporated into the display.
• Built-in supports. The unit holds 36 pounds of product.

Marketers rate product imagery as most effective creative element

Brand marketers evaluate retailer performance, P-O-P budgets and technology

"This simple power wing initially caught my eye because it announces, 'No more pumping!' Although no one accuses Americans of getting too much exercise, this may be taking physical exertion reduction to the extreme.
     Upon closer examination, I realized that the product packaging was really interesting: It's designed to replicate the shape of a spray bottle, but the marketer is actually selling only the sprayer 'head.' This unique concept enabled the marketer to hang the item on a plastic peg.