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The Retail Jungle…where visions become real! (Part 3)

Written by: Anthony Testa

Article Overview: Packaging / promotional plan/ unique selling proposition more information to think about when launching a new product!

The Retail Jungle…where visions become real! (Part 3)

(Continued from Part 2)
Great Packaging – I want packaging that sells!
Packaging is the one component that speaks to your target market everyday, repeating the brand message with a promise to the consumer. Your packaging will support your brand and will build customer loyalty and eventually customer passion about your brand.
Case in point; Tropicana removed from the shelf their new redesigned package in favor of the old due to the response from the buying public. The agency made the mistake of straying to far away from the brand and the consumer was not happy. They wanted the old Tropicana back.

• Product category will determine packaging
• Price point will determine packaging
• Packaging for what’s right for the product (boxes, cards, clams)
• Great packaging will move your product off the shelf
• Great packaging will get consumers attention

Point of Sale (POS) what is Point of sale, do I really need it?

• An excellent vehicle to grab consumer’s attention.
• This is a great way to stand out from the competition
• Facilitates finding the product much faster, as sales staff can quickly direct traffic to
the product.
• Works as in-store advertising
• Displayers need to conform to retailers specifications

Point of Sale (pop/ pos)
The Point of Sale or Point of Purchase displayers are an excellent vehicle to grab consumer’s attention, and reinforce the brand. This is a great way to separate your brand from the competition; it facilitates finding the product much faster, as sales staff can quickly direct traffic to the product. The units arrive fully loaded with a header card and must be easy to assemble. Retailers like point of sale displays and view them as a positive marketing strategy. Some store might opt out from using the POS and use their “Profit Strips” located at the end isle in stores. These are for peg-gable items. Some products fit nicely on the Profit Strips. Shelf talker can also grab attention.
These are all intended to grab the customer’s attention as they walk down the isle. The POP needs to be pre-filled and ready to display when the store manager opens the box. They must be followed up with the different stores and refilled or a new displayer sent in when the in store one gets used up. What will typically happen when there isn’t enough quantity in the displayer to justify keeping it in plain view, the contents will be taken out and dropped onto a shelf and you’ve just lost your competitive advantage!


Product category- where does your product fit in?

• Business to business
• Retail
• Mail order
• Sold on the internet
• Combination's of the above

Promotional Program – how do I put together a promotional program that works?

• How are you supporting your product
• How many Trade shows are you going to attend to show case your product
(Great advertising venue to support your retail)
• Some retailers have their own promotional campaigns (catalogs and fliers)
• Local newspapers
• Internet
• TV promotion
• Radio
• Licensing your brand

Prototype – why do I need one?

• Will solve most of your design concept feasibility
• Can help gear up for production
• Great for making in house presentations
• Ideally should be made from production material
• Some retailers only want to see the actual product
• Help source out manufacturing
• Do not use prototypes to make presentation to retailers (they are not interested in what
it might become, they want te real deal)


Unique selling proposition (USP)?- what’s the magic?

• What is your product’s unique selling proposition
• Is it believable
• Is it easy to deliver
• The single most important benefit you offer a client in using your product
• A statement that differentiates your product from your competitors
• Related to a specific need, want, or niche
• What separates you from all of your competitors
• An explanation of exactly what your product promises to deliver
• Something that once people hear it they ask “How does it do that?”


Next time part 4 More retail Jungle fever ..RETAILER CORP …

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Article Tags: atten, brand message, case in point, clams, customer loyalty, header card, marketing strategy, mistake, peg, point of purchase, point of sale, point of sale displays, positive marketing, product boxes, product category, sales staff, shelf talker, store advertising, target market, tropicana



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