"You must do the things today that others will not do so that you can have the things tomorrow that others will not have."
-- Anonymous

by Jami Petersen

Store signage and displays are a necessary part of advertising and marketing, but how do you make them work to your advantage? Read the article and learn again why partnerships are key.

Jami Petersen
newsletters@a-z.com

Sakura

Contact Sakura for school basics at cool discounts!

Sakura’s back-to-school promotion includes discounts on Pigma Micron®, Gelly Roll®, Cray-Pas®, Pigma® Sensei™, Koi® Water Colors, Glaze® 3D ink, Soufflé™ 3D ink, and more!

Offer valid June 1 through August 27, 2010.

Call 800-776-6257
or email customerservice@sakuraofamerica.com for more information.

www.sakuraofamerica.com

Tombow

Miss the Kokuyo Dot’n’Roller?

Tombow’s MONO Adhesive Dots are the perfect replacement!

The easy grip applicator allows for a smooth application for either a straight or curved line. The unique diamond dot pattern adhesive will not string or break, and its simple drop-in cartridge makes refilling easy. So what are you waiting for? Give them a shot.

We just know that you’re going to love them!
 

by Dennis A. Conforto, A-Z Media Group, Inc.

Point-of-Purchase (POP) is a part of the last three feet of your adverting budget. Think about it, if you’re a manufacturer, you spend advertising dollars in the industry magazines to drive traffic to retail stores that carry your products. If you’re a retailer, you spend your advertising dollars to drive traffic to your specific store. In addition, retailers spend marketing dollars on store signage, bringing in those who are driving past your store. Once the consumers are in your parking lot, you spend more money on your window displays to get them to walk through the front doors.

During each of these marketing steps, you draw the customer closer and closer to the store. You can measure these investments by feet. For example: 85% of your business will come from consumers within 25 miles of your store. If you don’t believe it, start tracking your sales by zip code and you will see this number for the most part is true; there are exceptions, but they are far and few between. In short, your email, postcard, newspaper, radio and TV spots are to get them to the road outside your parking lot - in other words, a few hundred feet from your front door. From there, your store signage pulls them into the parking lot; your window signage pulls them in the front door; and your category signage takes them to the product.

Now you’re down to the last 3 feet of what, in effect, will be your sale. Studies show that 75% of all consumer purchase decisions happen within the store. And this is key, because the other, larger forms of advertising drive the consumer to the store, but it is your POP signage that helps them to decide on what they want to purchase and how much.

POP advertising is a joint venture between retailer and manufacturer. A retailer can tell whether manufacturer is retail-oriented by the POP tools they provide when the product is purchased. Having said that, if the manufacturer isn’t retail-oriented enough to have POP tools then the retailer shouldn’t use that as an excuse for not having the POP tools they need to sell products within the store.

POP advertising tools are meant to attract the eye and typically have one of three messages: Click here to read the entire article.

If you would like to comment directly to Dennis about this article or have him address a subject matter in future articles feel free to email him directly at dconforto@a-z.com.

Email Contact

See what Email Contact can do for your business or organization!

Email Contact includes everything you need to manage your email campaign from start to finish. We offer over 400 custom-designed templates as well as an online events calendar, targeted subscriber lists, and a statistics tracker. Not only is Email Contact easy-to-use but we also provide personal assistance whenever you need it. Join the thousands of businesses that are already using Email Contact to impress their subscribers.

EmailContact.com
 

The Memory Tradeshow

The Memory Tradeshow is the premiere market for scrapbooking and related products, family history and digital imaging.

It is the most important gathering of this industry regionally, and it’s attracting executives from all sectors: manufacturers, retailers, distributors, suppliers, sales reps, designers and press. The show’s goal is to provide the highest ROI show within the industry with a greater focus on the business of the memory industry, education and best business practices.

Learn more and save >>

The long awaited Scrapbook Awards have been officially launched with the first international competition now in full swing. The Awards serve as creative hub for the international scrapbooking community where members can vote on the works of their peers and soak up some exciting new ideas for their own projects as well as win some fantastic prizes.

And the best part is it’s free to join!

Scrapbookers who hop on board for the current competition, which wraps up June 30, will receive two free entries to enter in any category of their choice. Award categories include: weird, unnecessary, super weird and I have nothing better to do, so no matter what style of art work members create there entries will be welcomed!

Throughout the year, the Scrapbook Awards run competitions every two months where two prestigious awards will be announced including the Judges Choice Award, which is selected by an expert panel of judges, and the People’s Choice Award, which is chosen by members the scrapbook community themselves.

All category winners are in the running to become the International Scrapbooker of the Year, a prestigious prize which could see members win more than $5000 worth of cash and prizes.

Erika Martinez, director of the Scrapbook Awards says, “The Awards were created to give the international scrapbooking community some recognition and provide a bit of fun for our fellow scrappers!”

She adds, “There are many scrapbookers out there who are creating some outstanding work and the aim of the Scrapbook Awards is to not only present the creations from experienced scrappers to as many of our peers as possible, but also to give those who are new to scrapbooking a go. We encourage entries at all levels.”

The Scrapbook Awards cater to both digital and traditional scrapping with a number of great entries by both methods already submitted for the current competition. If members still scrap the traditional way they can simply scan their layouts and upload the file.

Erika also says, “The Scrapbook Awards is a place where beginners can challenge themselves and gain positive feedback and where experienced designers can evolve their ideas and be recognised for their talents. So come along and join us, get voting and support to your fellow scrapperbookers and most importantly, keep scrapping!”