Home Improvement

A Q&A with Jo Lynn Wisted Rogers, Regional Merchandise Manager, Square D Co. (Schneider Electric)

Client: H. Reitman & Co., Northbrook, Ill.
Products Promoted: Stanley Secure Code/Transmitter
Objective: Through the use of Dick Tracy, a well-known comic strip character renowned for fighting crime with high-tech gadgets, the objective was to increase awareness of the product. The display was created for home centers, mass merchants, discount merchants and hardware store chains.
Introduction: May 1998

Client: Daltile Ceramics, Dallas
Producer: Miller Multiplex Displays & Fixtures, Fenton, Mo.
Marketing Objective: To overcome the perception that Daltile doesn't have a strong residential product offering and to support the client's "fashion forward" brand positioning.

Client: Tarkett Inc., Whitehall, Pa.
Producer: PFI Displays Inc., Rittman, Ohio
Marketing Objective: To enhance Tarkett's image by creating an upscale in-store presentation that would deliver a powerful brand position and make the product stand out from the competition.

Product: Brick pavers
Number of displays: 100
P-O-P company: Ruszel Woodworks, Benicia, Calif.
Distribution: Independent distributor's showrooms
Introduction: November 1998
Duration: Permanent
Construction: Wood
Display set-up: Field staff
General Shale has introduced a floorstand to shift brick paver products off showroom floors and up to customers' eye level.

Product: Central vacuum system
Number of displays: 300
P-O-P company: Visual Productions Inc., Troy, Mich.
Distribution: Home centers
Introduction: July 1998
Duration: Permanent
Construction: Melamine, screen-printed plastic and electronic circuits
Display set-up: Retail staff
Broan-Nutone is offering its central vacuum system in the retail market with a freestanding display that explains how easy it is to install the product.

Product: Recessed and track lighting
Distribution: Lighting showrooms and electrical distributors
Introduction: June 1998
Duration: Permanent
Construction: Vinyl-covered fiberboard, aluminum extrusions
Display set-up: Retail staff
The new ceiling grid unit can hold any four display panels of lighting components.

Product: Lighting products
P-O-P companies: Swanson Advertising Inc. (graphic design), Salem, N.H.; Northstar Print Group (large-format graphics), Milwaukee; Visual Systems Inc. (small-format graphics), Milwaukee; New Dimensions Research (shelf organizer), Melville, N.Y.
Distribution: Home centers, supermarkets, drugstores and mass merchants
Introduction: November 1998
Duration: Permanent
Construction: Vinyl (signage)
Display set-up: Field staff