If you aim to realize promotional campaigns
really able to increase your sales,
without any risk to waste your money
or to face troubles caused by the poor quality of your displays.
Here you will find the solution you are looking for.
Dear Marketing Manager,
I am writing you after my visit to your booth during Kind und Jugend 2016.
I’ve been impressed by the attention you paid in your products display. It’s easy to notice the hard work and care behind your communication strategy.
To be successful nowadays, for a product is not enough to be exclusive, and I am aware of this.
Even when a product, both safe and beautifully designed, is realized with the best materials and ingredients, with an eye on the environment, using innovative technologies or artisanal processes, it`s just not enough.
In a world full of advertisement, shoppers need to be guided in his choices.
It would be great if customers really bought the best product, but they chose what they thinks are the best one.
Fortunately, there is you, who deal with marketing and take up the challenge to gain in importance in end users` mind. What a fascinating job!
However, I am sure it is not easy.
You, who have to deal with early childhood products, have to consider a crucial aspect: who buys your products is almost never what we would technically call “final user”, but parents, grandparents, uncles, relatives and friends.
Nice challenge for your marketing!
Every decision, activity and procedure of yours, has consequences on sales, on your relation with end users and your brand reputation. In brief: on your company’s destiny.
Now that I am writing you, I recall a talk I had some time ago with a friend of mine, who deals with marketing exactly as you do.
Coming home from a long day spent skiing, he lets off steam. “After a short and enjoyable break with friends, I`m now back to daily routine made of phone calls, meetings, contracts, orders, exhibitions, business trips, projects…damn, I am not saving lives, they are just baby bottles!”.
It’s true, you are not a surgeon, and we are not talking about life and death, but sometimes this is exactly what it looks like. You know what I mean? Crucial decisions to be made in a short time.
It’s entirely understandable, you have significant responsibilities, lot of professional and personal worries, and you are the only one who can face them.
Switching back to my friend, at that moment he was getting ready for a new product launch, without really having the time to organize it because the deadline was suddenly anticipated.
First, he was fully concentrated on a high-quality and distinguishing packaging, designed to sell. This choice already means to invest a lot of time and energies.
Later on – now there was a very short time left – he had to choose a display stand for the point of sale. The only thing that saved him was a call to the first available paper processing industry.
Actually “save” is not the best term here of course.
Unfortunately, when just a couple of days were left from the launch, he started receiving calls from stores and agents, together with embarrassing pictures.
Display shelves ripped up, some products glided against the others mixing up, and some of them also fell on the floor.
Promotional campaign results were devastating, and company image was strongly damaged.
It’s easy to understand that in front of a display so messy, moms and dads chose a product of the competitors, instead of his company’s.
He took care of every single detail until then, but he decided to trust a disposable low-quality display, fragile and unstable, and he damaged his company image, pushing away end users.
In the end-user mind, the display is a product of yours.
Your display and your product are a single identity in their mind and talks about your company work style.
Now, if you just need a display stand to get out from the crowd in the store, aiming to show your products and nothing else, a paper display might be suitable, when aware of the risks.
But if you aim to make your products great, to convey your brand high value, to be the best in the mind of end users, influencing their choices at the point of sale, then I will be happy and proud to help you with your goal.
I did the same for my friend, now a customer of mine. I helped him to select his Polypro display, which definitively fixed troubles like low resistance and fragility, products waste and economic loss.
He took back retailers and clients, increased the amounts of promotional campaigns and, as a consequence, he enhanced sales performances.
His working days are still too short because of the number of activities and tasks he has to deal with, but he`s now more relaxed and satisfied with the results he got, and he also conquered a couple of additional days to be dedicated to skiing with friends.
I haven’t introduced myself yet.
My name is Barbara Favaro, and I have been dealing with stand displays for more than ten years.
My purpose is to help my clients:
To get more visibility, more appeal and more sales for their products, thanks to the right display to guard the point of sale
To definitively fix issues connected with weak resistance, short lifetime, difficult or long assembly and expensive warehouse and retailing costs, caused by volumes and weight of the parcels.