Troy Biosciences Creates Buzz with Wasp Trap Display

Troy Biosciences Inc. was looking to make a buzz when it contracted Stone Container Corp. to create a point-of-purchase display for its Final Flight fly, yellow jacket and wasp traps.Troy Biosciences, a manufacturer of specialty chemicals, has been active in retail merchandising for four years. Its Final Flight venture was its first major point-of-purchase, mass-marketing effort. One of the company's main objectives was that the display hold as much product as could be turned over with ease and speed during the selling season.Chicago-based Stone Container adapted its successful CrossDocker shippable point-of-purchase display to meet the needs of Troy Biosciences. The CrossDocker is a custom-designed, corrugated display with a Cordeck corrugated pallet base. The display protects the product during shipment, attractively displays the traps on the retail floor and is completely recyclable.To attract customers, a pole with signage showing the product runs through the middle of the display. A voice box, activated when customers pass the display, is powered by a battery-operated motor and plays a tape with the voice of an imaginary fly."The voice box is geared from the fly's point of view," says Norma Campbell, head of retail sales for Phoenix, Ariz.-based Troy Biosciences. "It tells people to please not buy the product because it is so effective." The merchant is offered a rebate for returning the voice box to the company, which then reuses it.The Final Flight display is 36 inches wide, 56 inches high and 4 inches deep, explains Campbell. The basic display has four layers of product, but it can be adapted to hold more. The standard display holds 96 insect traps and 24 replacement lures. It is designed for placement as an endcap, near cash registers or in the store's aisles.The Final Flight display was shipped in April 1996 to independent retailers and major lawn and garden chains, including Home Depot, Ace Hardware, Wal-Mart and Kmart.A corrugated sleeve protects the display during shipping and can be easily removed by the retailer when setting up the display. The display duplicates the signage of the individual product containers. The bright yellow and red colors used on the display are eye-catching, Campbell says.The Final Flight display has been very popular with retailers, says Campbell. "It takes a couple of minutes to set up, it doesn't take up a lot of space, is colorful and attracts people."Test market studies done by Troy Biosciences showed that the Final Flight display was selling out in an average of four days. Campbell says the display was designed to remain in stores through the end of the 16-week selling season.

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