WIDEFORMAT | SIGNAGE | TEXTILE | 3D PRINTING
shape of an Orika spice sprinkler jar , the POP exhibit instantly lured exhibition visitors to the finest spices and condiments on show .
Many global companies consider POP displays as an effective replacement for salespersons , who are often comparatively less attentive and knowledgeable to sales that can be garnered by strategically placing POP units in structured retail formats . Sales staff , in general , have little knowledge about product features and usage as they have to cover more customers and expanding product ranges with each passing week . Magazines , candies and chocolates , household supplies , snack items , and cosmetics are some segments that have shown appreciable results and can benefit tremendously from POP marketing campaigns .
POP displays have also ironically , livened up the in-store shopping experience . An attractive display adds an edge to the brands ' product portfolio while cementing its presence . Cross-marketing tactics such as placing the POP exhibit close to complementary products go a long way in reminding shoppers .
Tastefully designed POP displays acknowledge the requirements of both customers and retailers . Using brand colors , catchy slogans , strategic placement , and offbeat branding assist customers in picking up the product ( s ) in focus . Although highly significant , this is not all that needs to be achieved .
FMCG brands need to make sure that the POP marketing campaigns are effective in design as well as purpose . Retail chain implementation of POP marketing is as crucial as sculpting the perfect POP exhibit . Brands need to also communicate their vision effectively to retail managers to truly come up with a win-win situation for all ! n
This piece has serial imputs from an article published in the Harvard Business Review about 40 years ago ( November 1983 ) that is , however , still relevant .
Berlin edition to offer innovation showcase for print & signage since 2019
Fespa Global Print Expo 2022 confirms exhibitors
Fespa Global Print Expo and European Sign Expo 2022 ( 31 May – 3 June 2022 , Messe Berlin , Germany ) are set to bring together the strongest line-up of exhibitors since 2019 , with more than 250 suppliers already contracted to exhibit and many more active discussions in progress . The list of confirmed participants includes many who were unable to be at the 2021 Amsterdam event and who are now eager to regain their momentum by being part of the Spring 2022 events .
Visitors will be able to see hardware solutions from major exhibitors including event sponsors Durst , Mimaki , Brother , and HP , as well as Agfa , aleph , Canon , Epson , Fujifilm , Kornit Digital , Mutoh , M & R , Roland DG , and swissQprint . The array of media and consumables suppliers includes 3A , Ahlstrom Munksjö , Avery Dennison , Hexis , InkTec , Neenah Coldenhove , Neschen , Orafol , Poli-Tape , and Sun Chemical . Barbieri Electronic , Caldera , OneVision , and Onyx Graphics are among the companies presenting automation , workflow , and color management solutions .
Head of Fespa Global Print Expo , Michael Ryan comments , “ It ’ s so motivating to have such a strong vote of confidence from the supplier community for Fespa and our power to reinvigorate the specialty print industry after the challenges of the last two years .
“ Suppliers who joined us in Amsterdam in October 2021 were reminded of the unique value of live events and the commercial advantage of connecting with customers and prospects face-to-face , so we ’ re delighted that many more exhibitors will reap these benefits in 2022 . Now that businesses are back up and running and senior decision-makers are looking to secure their future investments , the importance of live shows to accelerate recovery has never been more significant .”
European Sign Expo 2022 , the European exhibition for signage and visual communications , will be colocated with Fespa Global Print Expo . The event will reunite key signage professionals with companies specializing in channel lettering , digital signage , dimensional signage , engraving and etching , illuminated displays , out-of-home media , LED , outdoor systems , laser cutters , and sign tools .
Platinum Sponsor EFKA will return to European Sign Expo alongside confirmed exhibiting companies including Art Neon
Lighting , Cosign , dap , Domino Sign , Harmuth , Nex Line SRL , SolaAir , and vhf camfacture .
Christoph Gamper , chief executive officer , and co-owner , Durst Group AG comments , “ All signs point to Fespa 2022 meeting a weakened Covid scenario , and we can finally talk business again . But its no longer about unchecked “ wild growth ” but solutions for a more sustainable world . Print can be an essential part of this , and Fespa is a fixed point in the universe of print . In this respect , experiencing print in motion means new , sustainable business models for our customers and us . We are looking forward to Fespa , to Berlin , and above all , to finally seeing customers “ live ” again and demonstrating new ways and possibilities .”
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Indian Printer & Publisher | 1 March 2022