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As a testament to its work in point-of-purchase displays, Visy Displays has won gold in the permanent multinational category at this year’s Point-of-Purchase Advertising International (POPAI) Awards, held in Las Vegas. The POPAI Awards are recognised as an authoritative guide to the world’s best point-of-purchase displays. Visy’s entry for a Duracell Battery floor display won this year’s ‘Outstanding Merchandising Achievement Award’.More than 700 entries from 135 companies worldwide competed in the 2004 POPAI Awards. Visy Displays was the only Australian entrant to receive an award, deliberated by 77 judges from around the globe. Visy reported that its Duracell display received outstanding support from retailers, resulting in an immediate and substantial increase in product sales.
Ian Armstrong, Visy Displays creative sales and design manager, says that more than ever it is important to develop in-store material to make a certain brand to stand out above the rest.
"An advertising agency can use its creative muscle to put together a memorable advertising campaign, however, most consumers make their final decision in-store. Market research indicates the incredible impact point-of-purchase displays have on consumer buying patterns, with an estimated 70 per cent of purchasing decisions being made in-store," says Armstrong.
"Point-of-purchase merchandising provides a critical step in encouraging the purchase of specific brands and increasing sales, although the marketing spend for this field of advertising remains massively under-resourced.
"It is logical that reaching consumers at the exact time and place that they are making a purchasing decision is one of the most effective means to encourage the selection of your brand over others. Despite a mountain of case studies which demonstrate that point-of-purchase delivers incredible results, it is all too often left out of the marketing mix.
"We know we can help almost any brand in the Australian market increase their sales more cost-effectively and in a more targeted way than could be achieved through other advertising options."
