Roland Drums Up Interest With Interactive Display

Question: How do you draw attention to a drum that really doesn't look like a drum?Answer: Simple. Make it look like what it is.Sounds simple, right? Well, with the proper P-O-P display it is simple. And better yet, according to musical instruments manufacturer Roland Corporation U.S., it works.When Roland was ready to introduce its HPD-15 electronic drum, the company knew it faced an "identification" problem. The drum doesn't look like the instrument played in a typical high school marching band. It is simply a flat pad in a rectangular frame with operating buttons across the top. It can be played with drumsticks or hands."Because of the look of the product, it's not so easy to determine what it is," explains Jo Conners, production manager for the Los Angeles-based company. "We brought the product to the P-O-P company and told them we wanted to be able to cross-sell the drum in different retail areas where customers might not be familiar with our line. We told them we have a very brief amount of time for a customer to look at it, identify what it is, and come up and interact with it."The designers at Justman Packaging & Display, Los Angeles, knew they had to make a display that looked like a drum while also keeping the electronic, high-tech look of the product. The display they came up with features the electronic drum atop a blue conga drum-shaped platform. A wire tube frame holds the conga and a header with some bullet points about the features of the product. The display is constructed of silver metal tubes, vacuum-formed panels and a clear acrylic header.The HPD-15 is priced at $1,000 -- much less expensive than most products Roland sells. Conners says the company wanted to highlight this particular product because it appeals more to the common music store shopper.Introduced several months ago, the display has been quite successful, according to Conners. "A lot of music stores have actually put the displays up near the checkout counters of stores, so we get incredible amounts of traffic," she says.

Roland Drums Up Interest With Interactive Display

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