Question

Topic: Customer Behavior

Point Of Purchase Displays - What Works?

Posted by Anonymous on 9/15/2006 at 11:28 AM ET 250 Points
I am designing my first POP display for a product targeted to the Home Depot/Lowe's crowd that will be used to ease and improve the painting process as well as expedite clean-up and improve the life of the paintbrushes. What general advice and/or expertise can you share about getting a consumer to take initial interest? What colors are best? How to do you best communicate so many benefits on such a small space? Also, would you suggest a photo of a person actually using the product on the display? This is a small countertop size display. I worry it might be borderline condescending to show a photo of using something so simple and obvious already, but the inventor thinks it would be "neat". That would be an unpleasant/dirty concept to show in a photo. I prefer vibrant paint colors and *clean* brushes (the happy result). We will have Spanish translation on packaging already so I'm even more worried about clutter! Would appreciate any advice!
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RESPONSES

  • Posted by Stafford on 9/16/2006 at 3:42 PM Accepted
    The more 3-D your display can be the better. Give them something to fiddle with if possible. Perhaps two paintbrushes, one that's nasty full of dried paint and a clean one. I'll draw the attention by having something "used" in a normally clean space.

    - Stafford
  • Posted by Frank Hurtte on 9/16/2006 at 4:01 PM Accepted
    Its all about placement and ablility to touch....

    You can control the ability to touch...
    Add lots of things that appeal to peoples since of touch as well as their reading...

  • Posted on 9/18/2006 at 3:57 AM Accepted
    Your product is a tertiary purchase item- consumers will decide to (re)paint first, brushes come after that and cleanliness and long lastingness of brushes come post that.

    Now depending on whether your POP will be at the brush section or at the color section, you will have to modify it.

    1. Color Section: Have color palettes,shade cards and clean brushes to catch attention and then have your product displayed in a bottle. Keep some paint caked watercolor brushes(the ones we use to paint in school) in a pen holder with your product in a spray-able form next to it. "TRY IT"- "TEST IT". Keep some clean brushes in a similar pen holder to the right. Even if the display does not galvanize action- the message will be driven across. Consumers will presume that people before them have tried it out.

    2. Paint brush section:
    i) Print some nice bold geometric, cartoon designs black outlines on designs on cards - 4" by 4" size. Product & contact details at the back. You will encourage parents to pick them up for kids.

    ii) Run a contest on alternate uses of clean paint brushes. The point bring that after your product usage the paint brushes will be left in such good condition that it can be used for something else. Have small sample units in satchets or small bottles depending on your product packaging. For everyone who fills it in, you cd gift one. Else the best "funny" or "innovative" entry daily cd win your product.

    In terms of colors to use- take a look at the average color dominance of the background and plan accordingly.
  • Posted on 9/22/2006 at 9:19 AM Author
    All very helpful. This is a tool, it can be touched/held in the manner it is displayed in the POP display and that is great from what I'm hearing here. I agree with many of everyone's ideas. Thank you so so much.

    WHat you've all made me realize here is, that the root of the problem is really that it is my boss and his friend who are the inventors, and they have no real design or marketing experience, however they want to lead the creative/marketing process. They both seem not to value others' input in the end, believes there is no need for surveying and testing, etc. and think they know best about everything. How would I communicate that? SHould I even try?
  • Posted on 10/2/2006 at 9:01 AM Author
    My apologies, I had asked for and had been granted more time on leaving this question open, must have been a miscommunication.

    To everyone who responded, thank you so much for all of your excellent ideas and responses.
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