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CREATE PROMOTIONAL DISPLAY STAND
Unit Code:D2.TTA.CL2.10
Slide 1
Create promotional display stand
This Unit comprises five Elements:
1. Describe display stand requirements
2. Plan display stand
3. Create display stand
4. Use display stand
5. Maintain display stand
Slide 2
Assessment
Assessment for this unit may include:
Oral questions
Written questions
Work projects
Workplace observation of practical skills
Practical exercises
Formal report from employer/supervisor
Slide 3
Element 1: Describe display stand requirements Performance Criteria for this Element are:
Identify display stand objectives and contexts
Identify audience
Identify operational requirements, information and constraints
Identify resources available to support display stand development and creation
Slide 4
Identify display stand objectives and contexts
Critical pre-requisites for display stands are:
Objectives
Context
Slide 5
Identify display stand objectives and contextsPossible objectives for display stands:
To reinforce or continue the promotion of an existing product or service
To introduce a new product or service
To offer a sampling of a product or service
To notify people about a revised or improved product or service
(Continued)
Slide 6
Identify display stand objectives and contexts To meet direct competition
To resurrect flagging sales
To support a promotion or sale
To build a customer database
To fill a vacant space
Slide 7
Identify display stand objectives and contextsImportant points relating to identifying objectives and context for display stands:
Always ask questions to identify the specifics for any display stand
Every display stand must have one (or more) definite objectives
Slide 8
Identify display stand objectives and contexts
‘Context’ will:
Vary between display stands
Change over time
(Continued)
Slide 9
Identify display stand objectives and contexts Relate to the duration of the display stand
Specify the physical location of the display stand
Slide 10
Identify display stand objectives and contexts‘Timeframes’:
The amount of time you have to plan for a display stand
Some are very short, some are very long
Start planning as soon as you receive notification of the need for a display stand
Realise objectives or other requirements can change over time and you must comply with these modifications
Slide 11
Identify display stand objectives and contexts
People to talk to in order to identify objectives and context:
Management
Owners
Merchandising department
Marketing department
(Continued)
Slide 12
Identify display stand objectives and contexts Relevant department managers
Sales department
Frontline, customer contact staff
Suppliers
Other outlets or venues in your organisation
Slide 13
Identify display stand objectives and contextsA ‘project brief’ is a written description of what is required for a display stand in terms of:
Objectives
Context
Rationale for the display stand
Slide 14
Identify display stand objectives and contextsThere are limits to what every display stand can achieve:
Managers often expect them to achieve ‘too much’
You must address unrealistic expectations and explain the limits
Display stands often need to be part of a wider approach to promotion or other sales-related activity
Slide 15
Identify audience
It is important to identify the audience for a display stand as this can impact in terms of:
Ideas used
Products used
Signage and language used
Materials used
Personnel to staff the display stand
Slide 16
Identify audience
Examples of possible audiences:
New customers (‘prospects’)
Existing or past customers
Businesses
Children
(Continued)
Slide 17
Identify audience
Busy people
People seeking to celebrate an event or occasion
People looking for a new experience
People of different ages
People from different cultures
People from different backgrounds
Slide 18
Identify audience
Audience may be identified using ‘demographic profiles’ which can relate to the target market in terms of:
Age
Gender
Nationality
Education level
Language spoken
Buying power
Motivators to buy
Slide 19
Identify operational requirements, information and constraintsAll display stands must conform to internally or externally imposed requirements.
An important aspect is to identify the products to be displayed. It is critical to:
Clearly identify all the products
Ensure sufficient quantities of these products are in stock
Slide 20
Identify operational requirements, information and constraintsA ‘Product List’ should be developed of all products needed for a display stand. The list should contain:
Brand names of items
Size (weight; volume – mls, gms, litres)
Colours
Styles
Model types
Slide 21
Identify operational requirements, information and constraintsThe product or service being promoted must always be treated in a suitable manner to maintain ‘product integrity’:
This definition varies between businesses and products
The aim is to never downgrade or denigrate the product or service by the way it is presented
It is often a matter of personal taste
No display stand should give offence
Slide 22
Identify operational requirements, information and constraintsInternal operational requirements regarding a display stand will be determined by:
Budget
Dates
Times
Staffing
Consumables
Slide 23
Identify operational requirements, information and constraintsIn relation to ‘Budget’:
There is always a budget
The budget = money available for the display stand
Funds may be made available by:
• Your business
• Suppliers
• Joint venturers or partners
• Other supporters
Slide 24
Identify operational requirements, information and constraintsQuestions to ask regarding Budget for a display stand:
How much is the budget?
Is the budget made up partly of cash and partly in product?
Where is the money coming from?
Do you need to get a number of different quotes before making a purchase?
(Continued)
Slide 25
Identify operational requirements, information and constraints What happens to items bought for the display when the
display is over?
What protocols do you need to follow when purchasing product or materials for the display stand?
What authorisation is required before money can be spent?
Is special approval needed for expenditure over a certain amount?
Is there a requirement that the money allocated for the display stand has to be spent by a certain date?
Slide 26
Identify operational requirements, information and constraintsRequirements relating to dates:
Most display stands are for several days – not hours
Where the display stand is at a remote location there will be a requirement for the it to:
• Be ready by a set date
• Remain active until a given date
Verify dates by checking the day of the week against the date of the month
Slide 27
Identify operational requirements, information and constraintsRequirements relating to time – display stands:
May be required to operate 24/7 or just ‘set times’
May be required to be staffed at some times and not at others
Different times may apply on different days (such as weekends, public holidays, ‘busy’ days)
Slide 28
Identify operational requirements, information and constraintsRequirements relating to staffing:
Display stands may require staff:
• All the time they are active
• At certain times only
Undertake a wide range of customer service tasks
Must select the ‘right’ people
Slide 29
Identify operational requirements, information and constraints‘Consumables’ = anything people can take from the display stand, for example:
Pens, rulers, caps
Show bags, fridge magnets
Posters
Merchandise
Food and beverages – for giveaway, sampling, tasting or demonstrations
Slide 30
Identify operational requirements, information and constraintsPoints to note about consumables:
Food and beverages must be stored safely
Consumables may need to change throughout the day or from day to day as the focus of the display stand changes
Support signage may also need to change to reflect what is being offered, promoted and given away
Slide 31
Identify operational requirements, information and constraints‘External regulations’:
Are requirements imposed by an outside organisation when you operate a display stand on their premises
They are non-negotiable rules you must comply with if you want to operate display stand at their venue
Failure to adhere to the regulations can result in added cost or being banned from participating
Slide 32
Identify operational requirements, information and constraintsExternal requirements can relate to:
Access times
Working times
Vehicle access
(Continued)
Slide 33
Identify operational requirements, information and constraints Parking
Materials which can and cannot be used
Displays to be of ‘good taste’
(Continued)
Slide 34
Identify operational requirements, information and constraints Permanent fixtures and fittings
Display times
Special display stand requirements
(Continued)
Slide 35
Identify operational requirements, information and constraints
Arrangements in relation to utilities
Floor plans
Statement in relation to workplace safety and health
(Continued)
Slide 36
Identify operational requirements, information and constraints Security
Noise levels
Smoking
(Continued)
Slide 37
Identify operational requirements, information and constraints Dismantling the display stand
Cleaning up and waste disposal
Insurance
Risk assessment
Slide 38
Identify operational requirements, information and constraintsConstraints exist for all display stands and can include:
Time
Budget
(Continued)
Slide 39
Identify operational requirements, information and constraints
Staff
Availability of materials
(Continued)
Slide 40
Identify operational requirements, information and constraints
Space
Product characteristics
Slide 41
Identify resources available to support development and creation‘Resources’ = anything which can be used to prepare and operate a display stand.
Resources comprise:
Human resources
Financial resources
Information
Physical resources
Slide 42
Identify resources available to support development and creation
Human resources = people, personnel:
From within your business or organisation
Outside your business
Slide 43
Identify resources available to support development and creationFinancial resources = the budget for the display stand
Can exist in the form of:
Cash
‘In kind’ – product and or labour
Slide 44
Identify resources available to support development and creationInformation as a resource can include:
Project brief
Project plan
Personal experience
Internal files, data and statistics
Feedback from others
Applicable regulations and requirements
Slide 45
Identify resources available to support development and creation‘Physical’ resources:
A wide range exists
Search ‘visual merchandising’ on the ‘Net
New products emerging almost daily
Try to acquire resources which can be reused
Cost is always an issue
Slide 46
Identify resources available to support development and creationExamples of physical resources include:
Wide range of lights
Stands
Furniture
Plants
Products and samples
Much, much more
Slide 47
Identify resources available to support development and creation‘Personal toolbox’:
Develop your own toolbox to help when working on display stands
It should contain ‘the basics’ – things you will regularly need and use when constructing a display stand
Slide 48
Identify resources available to support development and creationStart your own ‘personal library’:
Of anything to do with display stands
Text books, magazines, articles, catalogues
Anything which you think is a ‘good idea’ or might be of use in the future
Register to receive mail outs, emails and other free items from suppliers
Slide 49
Summary – Element 1
When describing display stand requirements:
Define the objectives
Identify the context
Determine timeframes
(Continued)
Slide 50
Summary – Element 1
Involve relevant stakeholders
Obtain a ‘project brief’, if possible
Realise there are limits to what a display stand can achieve
(Continued)
Slide 51
Summary – Element 1
Describe the audience using demographics
Know the operational requirements and constraints
Be certain about the products and services to be promoted
(Continued)
Slide 52
Summary – Element 1
Maintain product integrity
Identify and obtain human, financial, informational and physical resources to create and support the display stand
Slide 53
Element 2: Plan display stand
Performance Criteria for this Element are:
Liaise with relevant personnel to establish plan for display stand
Develop display ideas
Prepare display plan
Source and obtain materials to construct, dress or support the maintenance of the display stand
Slide 54
Liaise with relevant personnel to establish plan for display/standThere can be a need to liaise with the following people when planning a display stand:
Customers – the audience for the display stand
Colleagues
Managers
Owners
(Continued)
Slide 55
Liaise with relevant personnel to establish plan for display stand Teachers, trainers
Team leaders, supervisors
Marketing personnel
Suppliers and manufacturers
External personnel with specific expertise
Slide 56
Liaise with relevant personnel to establish plan for display standPoints to note about external help from ‘specialists’:
You will be expected to develop and construct most small, in-house display stands on your own
Larger, more complex or off-site display stands may require help from external specialists
To source relevant assistance:
• Search under ‘Display’ and ‘Merchandising’ in the telephone book
• Talk to suppliers and ask who they can suggest or recommend
Slide 57
Liaise with relevant personnel to establish plan for display standProfessional display and merchandising organisations can provide fundamental, business-wide services and assistance such as:
Strategic analysis and review
Positioning strategies
Communication strategies
(Continued)
Slide 58
Liaise with relevant personnel to establish plan for display stand Corporate brand creation and development
Customer profiling services
Promotional planning
(Continued)
Slide 59
Liaise with relevant personnel to establish plan for display stand
Market segmentation services
Visual merchandising systems
Naming research and advice
Venue layout
Slide 60
Liaise with relevant personnel to establish plan for display standExternal organisations and specialists can also provide one-off services such as:
Theme identification and creation
Fabrication of stands and fixtures
Sourcing and purchasing
(Continued)
Slide 61
Liaise with relevant personnel to establish plan for display stand Dressing of items
Design of décor
Supply of props
(Continued)
Slide 62
Liaise with relevant personnel to establish plan for display stand
Photographic services
Specialist lighting
Multimedia displays
(Continued)
Slide 63
Liaise with relevant personnel to establish plan for display stand Coordination of project-specific work
Integration of suppliers
Compliance with necessary regulations and requirements
(Continued)
Slide 64
Liaise with relevant personnel to establish plan for display stand
Transportation of materials and equipment
Creating of the display stand
Dismantling and clean-up
Slide 65
Liaise with relevant personnel to establish plan for display standFurther points to note about outside specialists:
You usually require outside help for only one or two things (not everything they offer)
Some specialists will visit your workplace and produce a ‘Merchandising Manual’ specific to your venue or location
Engage a specialist with experience in your industry sub-sector
Let the buyer beware
You get what you pay for
Slide 66
Liaise with relevant personnel to establish plan for display stand
Benefits of using an outside specialist:
They have immense experience
They know the ‘tricks of the trade’
They have up to date information
(Continued)
Slide 67
Liaise with relevant personnel to establish plan for display stand
They rely on market research
They may survey, develop and refine the approach they take to a display stand
There is a reduced ‘worry factor’
Slide 68
Liaise with relevant personnel to establish plan for display standLimitations and drawbacks on the use of outside specialists:
They charge for what they do – you need to have sufficient funds to be able to afford to use them
There are no guarantees – you can pay a fortune but still not achieve the results you wanted or expected
Slide 69
Liaise with relevant personnel to establish plan for display standIf you decide to use an outside specialist you should:
Meet with them face to face
Prepare all relevant information regarding what is required to share with them
Discuss your requirements, expectations and constraints with them
Slide 70
Liaise with relevant personnel to establish plan for display stand
If using outside specialists to assist with display stands you need to provide them with information as follows:
Project brief
Budget
Venue
(Continued)
Slide 71
Liaise with relevant personnel to establish plan for display stand Objectives
Timeframes
Regulations and requirements
Post-event appraisal
Slide 72
Develop display ideas
In relation to ideas for display stands:
Some ideas are imposed on you (as ‘requirements’)
Some ideas come to you automatically
Some you will need to work on
Original display stands require more thought
More thought increases the chance the display stand will achieve the identified objectives
Slide 73
Develop display ideas
Standard methods to generate ideas for display stands:
Look at what others are doing
Read a magazine
Search your personal library
Watch television
Read trade literature
Do a training course
Slide 74
Develop display ideas
You can also use creative thinking techniques such as:
Visualisation
Brainstorming
(Continued)
Slide 75
Develop display ideas
Lateral thinking
Product association
Slide 76
Prepare display plan
Preparing a ‘display plan’:
Is standard for all display stands
Research done and information gathered to date will form the basis
Can be determined by the nature of the individual display stand
(Continued)
Slide 77
Prepare display plan
Can be determined by the space and location for the display stand, limited by
• Available space
• Physical facilities
• Expected volume and direction of pedestrian traffic
• Location, availability and connections to utilities
(Continued)
Slide 78
Prepare display plan
Always prepare a display plan for every display stand
More time and effort goes into ‘important’ display stands
Some display plans are quite simple and very basic
Requires the development of a paper-based document
Slide 79
Prepare display plan
Contents of a display plan:
Details of the theme for the display stand
Rationale for the theme
Graphic representation
Required resources
(Continued)
Slide 80
Prepare display plan
Cost
Colour, décor and overall presentation
Other relevant issues and information:
• Market research data
• Input and feedback from stakeholders
• Risk management findings
Slide 81
Prepare display plan
Reasons to use and prepare display plans:
Provides a blueprint for construction
Forces considerations of, and accommodation for, pedestrian traffic
Helps determine staffing requirements
Generates resources list which is directly related to the cost of the project
Slide 82
Prepare display plan
Additional points:
Display plans help determine if items will fit and where they will be located
Modularised templates can be used as basis
Management approval may be needed
Start sourcing resources immediately requirements are identified
Always prepare a display plan
“If you fail to plan, you plan to fail.”
Slide 83
Prepare display plan
‘Creativity’:
You are expected to be creative, but:
• Follow established procedures first
• Be creative later
Refer to your library or portfolio for ideas and inspiration
Be prepared to copy others or modify what others have done
Slide 84
Prepare display plan
The ‘first precious seconds’:
Refers to the amount of time you have to grab people’s attention and get them to look at or visit the display stand
Are a critical time in terms of the success and effectiveness of the display stand
You must send a clear and unambiguous message that people can understand and interpret immediately
Slide 85
Prepare display plan
‘Placement’ of the display stand:
May be dictated by the site or location
Exposure is the prime requirement – location, location, location!
Size is not the main factor for display stands – ‘placement’ is the key
Slide 86
Prepare display plan
Questions to ask when you are able to make decisions about placement:
Can the display be viewed from both sides?
Do I have enough stock to support the display?
Is the overhead lighting adequate?
(Continued)
Slide 87
Prepare display plan
Is the display stand near a high-traffic area?
Is there a need for a smaller ‘back-up’ display near or on a sales or service counter to facilitate sales?
Slide 88
Prepare display plan
Props = anything to draw attention to or supplement a stand/display (except stock):
Usually the first point of contact with the customer at a display stand
Must send an immediate message
Must scream ‘Look at me, look at me!’
Must reflect the product/service being promoted
(Continued)
Slide 89
Prepare display plan
Must maintain the integrity of the product or service:
• The product must be the hero with integrity
• The display must complement and balance the product, not dominate or detract from it
Must be clean, tidy and of top-quality
Slide 90
Source and obtain materials to construct and dress the display stand
Points to note when acquiring resources:
Make sure they are appropriate and good quality
Obtain them to enable construction, dressing and operation of the stand/display
Seek reusable items
(Continued)
Slide 91
Source and obtain materials to construct and dress the display stand
Ask a variety of people, organisations and bodies for help and or donations
Start to source resources immediately you know you need them
Slide 92
Source and obtain materials to construct and dress the display stand
Possible sources of resources:
Head office
Suppliers of products and services you sell or use
Product manufacturers
Support industries
Other sites and venues in your wider organisation
(Continued)
Slide 93
Source and obtain materials to construct and dress the display stand
Local businesses and operators
Professional display organisations
Individual staff
Your store rooms
You must be proactive!
Slide 94
Summary – Element 2
When planning display stand:
Liaise and communicate with relevant stakeholders
Consider using the expertise and experience of external professionals, specialists and consultants
Include feedback and the opinions and input of others as part of the planning process
(Continued)
Slide 95
Summary – Element 2
Develop fresh ideas for your display stands using acknowledged idea-generation and creative thinking techniques
Test ideas for display stands, if time allows
Prepare a ‘project plan’
(Continued)
Slide 96
Summary – Element 2
Recognise the value and importance of ‘the first precious seconds’
Ensure there is sufficient product to support the display stand
Identify appropriate display props and materials
(Continued)
Slide 97
Summary – Element 2
Make sure the product is ‘the hero with integrity’
Acquire quality materials to prepare and dress the display stand
Slide 98
Element 3: Create display stand
Performance Criteria for this Element are:
Construct the display stand
Dress the display stand
Apply established display techniques
Use display materials
Verify display stand meets identified operational requirements, information and constraints
Slide 99
Construct the display stand
Fundamental requirements when constructing a display stand:
Prepare a plan
Construct the display stand in accordance with the plan
Adhere to budget
Comply with constraints
Maintain ‘decency’
(Continued)
Slide 100
Construct the display stand
Ensure product is ‘hero with integrity’
Strive for high visibility
See things through the eyes of the audience
Make safety a priority
Slide 101
Construct the display stand
Be aware of safety issues when constructing display stands especially in relation to:
Inflation pressures and pressure limits
Load limits
Balance
Slide 102
Construct the display stand
You (employer, or manager, or supervisor) are under the following obligations regarding staff constructing display stands:
Provide safety training and clear safety rules
Encourage staff involvement in safety
Maintain an ‘Injury Register’
Adhere to local health, safety and welfare legislation
(Continued)
Slide 103
Construct the display stand
Provide information in different languages to meet staff needs
Provide necessary PPE
Maintain safe workplace and monitor safety issues
Provide well-lit and ventilated work areas
(Continued)
Slide 104
Construct the display stand
Provide first aid
Ensure health and safety of customers and the public
Provide safe access and egress
Supervise staff
Slide 105
Construct the display stand
Health, safety and welfare obligations on staff :
Take responsibility for their personal safety and welfare
Use provided safety equipment and clothing
Follow legislated regulations
Stop work when it is unsafe to work
(Continued)
Slide 106
Construct the display stand
Report accidents, near-misses and illnesses
Report unsafe equipment or requiring repair
Never interfere with a person trying to help someone else and provide first aid
Cooperate with the employer in relation to health, safety and welfare issues
(Continued)
Slide 107
Construct the display stand
Act professionally and responsibly
Enforce legal requirements when non-compliance is identified
Inform employers of health, safety and welfare breaches
Ensure a hygienic and safe workplace in accordance with individual scope of responsibility
Slide 108
Construct the display stand
Causes of accidents related to display stands:
Untrained staff
Using faulty, incorrect or unstable equipment
Careless staff
(Continued)
Slide 109
Construct the display stand
Inappropriate spaces to work in
Obstructions and tripping hazards
Incorrectly stored items
Horse-play by staff
Slide 110
Construct the display stand
Points to note about workplace accidents:
They all cause problems, pain and/or loss
Employer has an obligation to minimise workplace accidents and injury
All accidents and incidents must be reported and recorded
Slide 111
Construct the display stand
Items commonly associated with accidents and injury:
Box cutters and knives
Nail guns and staple guns
Ladders
(Continued)
Slide 112
Construct the display stand
Glue guns
Power tools
Props of any type
Slide 113
Construct the display stand
Safe lifting guidelines:
Use common sense to determine personal maximum lifting limit
Heavier loads increase risk of injury
Use lifting devices
Do not lift anything over 16kg
Use team lift or mechanical aid for anything over 55kg
Slide 114
Dress the display stand
‘Dressing’ the display stand:
Refers to decorating it and ‘making it ready’
Includes:
• Application of display techniques
• Use of display materials
Slide 115
Dress the display stand
Dressing techniques and tips:
Follow the display plan
Comply with site-specific requirements and regulations
Make sure everything used is clean and in good condition
Secure posters by invisibly pinning them or usingdouble-sided tape
(Continued)
Slide 116
Tips
Dress the display stand
Use fishing line to suspend items
Staff hats and caps to enhance presentation
Iron T-shirts and clothes prior to displaying (folding or suspending) them
Trim all loose ends – fabrics and ‘nylon’
(Continued)
Slide 117
Dress the display stand
Iron all fabric prior to use
Dress the back of the display stand
Use suitable artefacts:
• Cultural artefacts
• Industry artefacts
Slide 118
Dress the display stand
When dressing display stands ‘Keep it simple’:
Do not crowd or clutter
Highlight the product not the setting
Over-decoration causes confusion and can ‘hide’ the real objective for the display stand
Slide 119
Apply established display techniques
Display techniques:
Basic display format is a triangular shape – known as ‘pyramid effect’
There are three applications of this:
• Symmetrical
• Asymmetrical
• Repetitious
Slide 120
Apply established display techniques
‘Symmetrical’ = standard triangular shape with highest point at top, centre:
Slide 121
Apply established display techniques‘Asymmetrical’ = a ‘left to right’ or ‘right to left triangle:
Slide 122
Apply established display techniques
‘Repetitious’ = identical placement of products, repeated three times:
Slide 123
Apply established display techniquesWhen placing brochures and signs ensure:
They are not hidden from view
They are not buried too deeply in the display stand
Brochures can be reached and taken
Placement is at eye-level
Slide 124
Apply established display techniques‘Keep it tight’ is related to ‘keep it simple’:
Keep items close together, even overlapping each other
Items which are too far apart make the display stand look disjointed
If items are ‘too close’, the display stand will look cluttered and focus risks being lost
Slide 125
Apply established display techniquesAdditional display tips:
Match the display stand to the characteristics of the products and services being promoted
Verify the display plan is implemented as approved
Stand back and view the display stand from a distance once it has been completed. Change it if necessary
Verify the integrity of the product or service being promoted
Slide 126
Tips
Use display materials
Reasons to use display materials. They:
Add interest
Add colour
Can create or extend a theme
Provide variety
(Colour)
Slide 127
Use display materials
Help attract attention
Differentiate one display stand from another
Give people a reason to view or visit the display stand
Provide advice and information
Slide 128
Use display materials
Examples of display materials:
Flags
Boxes
Fabrics
Signs
Pamphlets
Product samples
Local produce
Slide 129
Use display materials
‘Flags’ include pennants, banners and traditional flags:
Are available in wide range of sizes
Can be hung from roof, or pinned to backdrop
Support international theme, or a specific country
They are reusable
National flag for your country:
• Is readily recognised
• Creates nationalistic sentiment
Slide 130
Use display materials
Cardboard ‘boxes’:
A common, useful, readily available and inexpensive display tool
Can be stacked on top of each other to create ‘height’
Can be used as a display in their own right
Can form a platform on which to showcase items
Can be used as a display unit
Slide 131
Use display materials
‘Fabric’ is important in displays because:
It is inexpensive
It can be reused
It is available in range of types and colours
It hides joins, stains and damage
It will disguise ‘tired’ and unsightly displays
Slide 132
Use display materials
Fabric can be used in the following ways:
Draped over a rod suspended by fishing line
Invisibly pinned to a board
Wrapped or draped around the display stand or an item
Arranged into folds to create a multi-dimensional surface into which items can be placed
Slide 133
Use display materials
Colours of fabrics can be used to create an illusion and support a theme, for example:
Green fabric = grass
Blue fabric = water or the sky
Colours of the national flag
Red = heat, fire
Slide 134
Use display materials
‘Signs’ in a display stand:
Provide information
State prices
Showcase symbols and logos
May be the dominant medium or a supplementary display tool
Slide 135
Use display materials
Signs may be:
Produced in-house – hand-written or computer-generated
Bought in – semi-prepared
Obtained from suppliers free of charge
Slide 136
Use display materials
Common traps when using signs:
Using too many signs
Size of signs – too big or too small
Inappropriate wording on the signs
Wrong font
Words too big or too small
Incorrect spelling or grammar
Too many words on the sign – too ‘busy’
Slide 137
Use display materials
Also note:
Large card signs can support lightweight props
Make sure the placement of the signs does not obscure the display stand
Double-check before using:
• Spelling and grammar
• Prices
Slide 138
Use display materials
Signs may be displayed using ‘stands’:
Available in a wide range of shapes and sizes
Suitable for holding posters, signs, brochures and other promotional materials
Options include:
• Poster and hanging frames
• Wall-mounted
• Free-standing
Slide 139
Use display materials
‘Pamphlets’ may be:
Produced in-house
Created by an external, professional marketing company
Provided free of charge by suppliers
Slide 140
Use display materials
Pamphlets can be presented in a variety of ways:
Pinned at certain pages
Fanned out
Rolled up and tied with ribbon
(Continued)
Slide 141
Use display materials
Shaped into a wave formation
Inserted into free-standing display units
Handed out to passers-by
Slide 142
Use display materials
‘Product samples’:
Commonly used
Inexpensive
Essential in terms of tastings and demonstrations
Avoid their overuse
Slide 143
Samples
Use display materials
If you decide to use product samples, contact suppliers and ask for help or contributions. They may:
Provide staff to assist
Give free product
Contribute ideas
Lend you materials
Provide prizes or giveaways
Slide 144
Use display materials
Use of ‘Local products’:
Usually inexpensive
Useful in joint-venture display stands with others in your supply chain
Promotes the local area and businesses
Demands you ask local suppliers for donations
Slide 145
Verify display stand meets identified operational requirements and constraints
All display stands must meet all identified operational requirements and constraints.
You can ensure your display stands do this by:
Liaising with relevant stakeholders
Obtaining and reading site regulations (where applicable)
Knowing the objectives and context for the display stand
(Continued)
Slide 146
Verify display stand meets identified operational requirements and constraints
Creating and obtaining management approval for a display plan
Seeking feedback on what has been done
Checking eye-lines and lines of sight
Inspecting and analysing the completed stand/display
It is vital to address any identified non-compliance.
Slide 147
Summary – Element 3
When creating display stand:
Follow the display plan
Observe all constraints
Make safety a priority
(Continued)
Slide 148
Summary – Element 3
Use equipment correctly and safely
Dress the stand appropriately
Keep it simple
(Continued)
Slide 149
Summary – Element 3
Strive for neatness and attractiveness
Use a form of the ‘pyramid effect’ when placing items on a display stand
Locate signs at eye-level
(Continued)
Slide 150
Summary – Element 3
Keep it tight
Use a range of display materials appropriate to the products and services being promoted and the objectives for the project
(Continued)
Slide 151
Summary – Element 3
Include three-dimensional materials, samples and paper-based materials
Ensure compliance with relevant requirements and legislation
Slide 152
Element 4: Use display stand
Performance Criteria for this Element are:
Staff the display stand as required
Provide customer service during display
Follow-up sales opportunities after initial contact
Slide 153
Staff the display stand as required
When staffing a display stand:
It is critical to:
• Choose the right people
• Select sufficient numbers
Realise staffing needs for each display stand will vary
Slide 154
Staff the display stand as required
It is vital to know what activities staff are expected to undertake in relation to display stands in order to:
Match suitable staff to identified roles and responsibilities
Determine numbers of staff required
Identify days, times and hours to be worked
Verify labour costs are within budget
Prepare and deliver necessary training
Slide 155
Staff the display stand as required
When choosing staff for display stands:
Individuals’ background must be researched
It is essential they are ‘suitable’, because:
• They are on public view
• They are representing the business and people judge the company by their employees
(Continued)
Slide 156
Staff the display stand as required
Different products and services may necessitate the use of different staff
All staff used must have:
• Excellent personal presentation
• Outstanding interpersonal and communication skills
(Continued)
Slide 157
Staff the display stand as required
Staff rostering for display stands must address
• Backfilling, as required
• Coverage of all hours including breaks
• Enough staff to handle expected volume of visitors
• Capacity to undertake all identified tasks
(Continued)
Slide 158
Staff the display stand as required
Development of a growing pool of staff suitable for use on display stands:
• Multi-skilling and cross-training staff
• Grooming individuals for certain roles
• Factoring in previous display standexperience
• Recognizing and rewarding employee participation with display stands
Slide 159
Staff the display stand as required
Issues related to staffing display stands:
Design of the stand must accommodate needs of staff:
• Where they will stand, sit or work from
• Facilities for them
(Continued)
Slide 160
Staff the display stand as required
Training of staff:
• Provision of skills and knowledge
• Explanation of details of offers and packages
• Practice in relevant skills
• Use of role plays and simulations
(Continued)
Slide 161
Staff the display stand as required
Provision of a briefing for staff, covering:
• Reasons the display stand is being operated
• Identification of expected trade
• Explanation of Specials, deals and offers
• Allocation of tasks
• Description of changed protocols for the display stand
(Continued)
Slide 162
Staff the display stand as required
Inspection of staff:
• Prior to starting work on a display stand
• Throughout the operation of the display stand
(Continued)
Slide 163
Staff the display stand as required
Supervision of staff:
• Observing actual practice/work while staffing the display stand
• Providing extra staff, when required
• Intervening and helping as required
• Obtaining feedback from them
Slide 164
Staff the display stand as required
Possible staffing-related constraints:
Staff may be reluctant to participate when asked
Working on a display stand may be seen as a chore
Staff may be unreliable
The right people in the right number must be found
They have to be good
Slide 165
Provide customer service during display
Pre-requisites for staff working on display stands:
Must attend required training
Must participate in the briefing for the display stand
Excellent personal presentation
Adhere to the roster
Realise this work involves multiple (and unexpected) roles
Slide 166
Provide customer service during display
Examples of ‘customer-service’ roles staff can be required to undertake at display stands:
Generating interest in the display stand
Responding to questions and enquiries
(Continued)
Slide 167
Provide customer service during display Capturing data from customers and visitors
Conducting demonstrations:
• Demonstrating delivery of a service
• Encouraging customers and visitors to try what is being offered
• Giving tastes of products or distributing sample products
(Continued)
Slide 168
Provide customer service during display Making and processing sales:
• Applying appropriate sales techniques
• Addressing concerns and negotiating
• Overcoming buying objections and closing sales
• Registering sales and handling cash and other payments
• Recording details
• Wrapping and packaging
(Continued)
Slide 169
Provide customer service during display Taking reservations:
• Entering details on CRS
• Requesting, taking and processing deposits
• Explaining terms and conditions and issuing tickets/receipts
Maintaining appearance of area:
• Restocking and replenishing
• Cleaning and tidying
(Continued)
Slide 170
Provide customer service during display Monitoring customers and visitors:
• Providing security and safety
• Protecting products and assets
Making arrangements for follow-up action:
• Obtaining names and contact details
• Recording requirements to be addressed
Slide 171
Follow-up sales opportunities after initial contact‘Customers’ = those who have bought from you or from the business.
Includes:
Those who buy at the display stand
Those who have bought prior to attending the display stand
Those who have paid a deposit
Slide 172
Follow-up sales opportunities after initial contact‘Prospects’ = those who it is believed may buy from you:
Can include:
• People identified by staff as being interested
• Those who say they are interested
• Anyone who asks for information
• People who provide their contact details
• Those who request a sales call or visit
Slide 173
Follow-up sales opportunities after initial contact‘Customers’ and ‘prospects’ can include:
Private people, individuals
Groups and families
Businesses and organisations
Government agencies
Anyone or any organisation locally, nationally and internationally
Slide 174
Follow-up sales opportunities after initial contactAny follow-up action is always subject to:
Organisational policies and procedures
Information provided about the prospect or customer
Slide 175
Follow-up sales opportunities after initial contactFollow-up activities may include:
Telephoning the person, business, group or organisation
Making in-person visits
E-mailing information
(Continued)
Slide 176
Follow-up sales opportunities after initial contact Forwarding materials and information
Adding information to internal CRS/CMS
(Continued)
Slide 177
Follow-up sales opportunities after initial contact Liaising with colleagues and others:
• To advise of new or updated information
• To share contacts and details
• To notify different identified requirements of customers and prospects
• To communicate identified buying constraints of prospects
• To update progress of negotiations/sales talks
(Continued)
Slide 178
Follow-up sales opportunities after initial contact Inviting the prospect to visit your workplace:
• To meet management
• Discuss their requirements
• Experience a ‘fam tour’
• Sample what you have to offer
Slide 179
Summary – Element 4
When using display stand:
Select suitable staff
Select sufficient staff
Prepare a roster for staffing the display stand
(Continued)
Slide 180
Summary – Element 4
Identify all the activities staff are required to undertake when working on a display stand
Provide training to staff
Conduct a staff briefing before each display stand
(Continued)
Slide 181
Summary – Element 4
Allocate roles and responsibilities to individuals who will staff a display stand
Grow and groom staff to work on display stands
Be aware of the need to back-fill staff who work on display stands
(Continued)
Slide 182
Summary – Element 4
Capture details of people who show interest in the display stand or who have specific needs which need to be followed-up
Follow-up on all contacts and sales opportunities generated by the display stand
Observe all organisational protocols when following-up with customers and prospects
Slide 183
Element 5: Maintain display stand
Performance Criteria for this Element are:
Keep display stand clean and tidy
Replenish products and materials as necessary
Review and alter display stand as required
Slide 184
Keep display stand clean and tidy
It is important to keep stands clean and tidy for the following reasons:
The appearance of the display stand reflects the business
People judge the business by the way the display stand looks
To attract visitors and interest
(Continued)
Slide 185
Keep display stand clean and tidy
To optimise chance of attaining identified objectives for the display stand
To comply with internal and external requirements
To match what the others are doing with their display stands
For your own personal satisfaction
Slide 186
Keep display stand clean and tidy
Basic requirements for maintaining a display stand are to keep it:
Clean
Tidy
Stocked
Slide 187
Keep display stand clean and tidy
Activities to keep display stand clean and tidy:
Rubbish removal
Regular dusting and cleaning
Repositioning of items
(Continued)
Slide 188
Keep display stand clean and tidy
Replacement of items as required
Cleaning the display stand itself
Replacement of signs as necessary
Maintaining personal appearance
Slide 189
Replenish products and materials as necessaryProducts and materials need to be replenished throughout the life of a display stand:
Products = items of stock for:
• Sale
• Examination
• Use
(Continued)
Slide 190
Replenish products and materials as necessary Materials = any items used to:
• Advertise or promote products and services
• Provide information
• Promote the business
Slide 191
Replenish products and materials as necessaryStock will need to be replaced if it is :
Bought or taken by customers
Damaged
Stolen
Dropped on the floor
Removed for any reason from the stand/display
Slide 192
Replenish products and materials as necessary
Promotional materials will need to be replaced when:
They have been given to visitors or customers
As products and services being promoted change over the life of the display stand
Prices alter from time to time
Slide 193
Replenish products and materials as necessary
It is important for all display stands:
To retain their original visual appearance as shown by the display plan
To maintain a ‘full’ appearance
Slide 194
Replenish products and materials as necessaryActivities related to stock control and price changes on display stands:
Removing and storing ‘old stock’ for later use
Setting up new or replacement products or displays
Replacing signage as required
(Continued)
Slide 195
Replenish products and materials as necessary Changing prices with different products and/or at
different times
Cleaning up when other tasks are undertaken
Removing excess packaging
Slide 196
Review and alter display stand as requiredMost display stands will require you to do undertake some changes throughout their life:
They are rarely or never ‘set and forget’
Changes can need to be made regardless of the amount of planning which has been done
Most changes required are relatively minor
Slide 197
Review and alter display stand as requiredReasons changes may be required to display stands:
Unexpected problems such as:
• Safety or security issues
• Lack of space or accessibility to products
On the basis of feedback received
(Continued)
Slide 198
Review and alter display stand as required
On the basis of your personal observation
As a result of accidents
Because a display stand is very effective
Slide 199
Review and alter display stand as requiredExamples of changes to display stands:
Changing signage
Changing products
Changing props
Changing lighting
(Continued)
Slide 200
Review and alter display stand as required
Changing layouts
Changing video/DVD/slide presentations
Changing display styles and/or activities
All changes must align with required objectives, requirements and constraints
Slide 201
Review and alter display stand as required‘Monitoring’ and ‘reviewing’ is standard industry practice for all work including display stands:
Should occur during and after the display
Action must be taken where a need to do so is identified
Slide 202
Review and alter display stand as required
Topics to monitor during a stand/display:
Stock levels
Condition of display stand
Security
Safety
Positive and negative customer feedback
Customer visitation
Slide 203
Review and alter display stand as required
Topics to review after a display has concluded:
Sales
Budget
Staff
Management support
Input from others
The overall decision-making process for the project
Slide 204
Review and alter display stand as requiredReasons to review at the end of a display:
Identify what went well to:
• Repeat the good things next time
• Integrate positive elements into other displays
• Pass on positive information and tips to others
(Continued)
Slide 205
Review and alter display stand as required Identify what did not go well to:
• Learn from your mistakes
• Learn from the experience
• Avoid making the same mistakes next time
• Provide a basis for doing things differently next time
Slide 206
Review and alter display stand as requiredImportant points regarding reviews:
They must not become ‘witch hunts’
They must identify positive and negative lessons learned
Slide 207
Summary – Element 5
When maintaining display stand:
Realise and appreciate the importance of ‘appearance’ of display stands
Keep display stands clean and tidy
Pay attention to signage and replace or update as required
(Continued)
Slide 208
Summary – Element 5
Replenish products as required
Replace materials as they are depleted, used or taken
Rotate stock
(Continued)
Slide 209
Summary – Element 5
Monitor the display stand on a regular basis
Make changes to display stands on the basis of ongoing monitoring, observation and feedback
Spot clean as required
Review the display stand during and after the project to identify lessons learned
Slide 210