P-O-P People to Watch: Jody Stapley, Catapult Marketing

Title: Marketing Services Manager, Catapult Marketing, Los AngelesAge: 37Education: University of North Carolina at Greensboro (BA)Why she's one to watch: Created innovative P-O-P pieces for Lindemans wine, carefully integrating the client's, retailers' and distributors' needsAs marketing services manager at Catapult Marketing in Los Angeles, Jody Stapley has her hands in many pots, from traffic to print production to proofreading. But it's in P-O-P that she's excelled. Getting her first taste of in-store marketing doing promotions for the Oakland Raiders and Union Bank of California, she has progressed from creating basic signage to developing complex, innovative and functional displays from start to finish.Stapley and her seven-person team were recently asked to design three displays for Lindemans wine, each holding 36 to 48 bottles and coming in at under $200 apiece. Rather than design a basic wine rack, they came up with a versatile three-shelf structure that could be fitted with various eye-catching wrappers. The first to hit stores will be a 6-foot-tall nutcracker this holiday season, followed by an airplane-shaped display in the spring and a large drum to be used at any time to promote the brand's South African line."We want to really keep it interesting for in-store and stay away from the basic metal shelves and frame just to give the retailer, the distributor and the client something to be really excited about," she says. Plans to create wine racks shaped like sailboats, canoes and lighthouses are in the works for 2008 and beyond.To stay within budget, Stapley went overseas for materials, which include thermal-formed plastics, real fabric for the nutcrackers' facial hair and screenprinted fabric for the wings of the planes. In addition to catching consumers' attention, the displays also help stores maintain a clean floor by holding a lot of product in a small amount of space.As for the future, Stapley and her colleagues are always looking for ways to make their displays even more appealing with things like scent technologies and motion-activated elements. "I definitely see more interaction with the customer being the next trend," she says.

P-O-P People to Watch: Jody Stapley, Catapult Marketing

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