Trademarketing displays are quickly gaining pace just as in Formula 1 as the go to option for brand awareness in the Caribbean.

More and more brands are starting to include them in their campaigns and the benefits are obvious, but are all a success? In this post we share our thoughts on 4 ways to achieve branding success with trade marketing displays.

1. Be Eye-Catching

To achieve branding success, trade marketing displays should be eye-catching, but what does the term “eye-catching” really mean? Most people use the term but are unfamiliar about how something becomes eye-catching.

What is eye-catching?

This usually means that the subject gives off some immediate appeal or is noticeably striking in some form or fashion.

What makes something eye-catching?

A huge component towards making something eye-catching is by utilizing or engaging comparisons. People love seeing different scenarios. In fact, a comparison between A and B is often what they are actually searching for.

Take the execution of this Colgate Arch in Massy Warrens for example. There are about 10-15 aisles where shoppers maneuver daily. Many brands, many single gondola end caps, many displays. How does Colgate do something to become eye-catching? In this scenario, this is easily achieved by branding two side-by-side end caps, adding a few feet in height and connecting all the elements with an arch. Customers now traversing the store would be stunned by this very basic concept without even realizing. We can go as far as saying that even if this arch was “unbranded” it would have a similar effect because the key element here is comparing one shopping aisle to the next, one is highly decorated while the others aren’t.

How can you be eye-catching?

You can be eye-catching by just being creative with color changes, material changes, size changes and much much more. But understanding this at the core is what allows us and can help you to do eye-catching executions whether in trade marketing or any other industry.

2. Merchandising

To achieve branding success, trade marketing displays should be done with merchandising in mind.

What is Merchandising?

Merchandising is any practice which contributes to the sale of products to a retail consumer. At a retail in-store level, merchandising refers to displaying products that are for sale in a creative way that entices customers to purchase more items or products.

In the context of gondola end caps, having an eye-catching display is awesome but there should be space for merchandising as well. A place where customers can choose to pick up your products directly at the point where they have been wowed or stunned. This is key to driving sales while having an excellent brand presence. If brands forget merchandising, it can often result in a waste of budget and waste of opportunity.

Good Merchandising

See the Colgate Arch execution below and how full merchandising was captured as well. In addition to an eye-catching arch, adequate space is allocated for the sales of their products at the very place where customers are surprised.

3. Use of Space

To achieve branding success, trade marketing displays should utilize space. Simply put, space utilization is measuring how and whether allowable space is being used in and around your display. It is just as important as studying movement patterns of consumers as it is about measuring space. Branding elements should be put in key areas to get the maximum effect possible.

Take for example the Colgate Arch below. The placement of its most iconic product is placed centrally and at the display’s highest peak. Without realizing it, customers are drawn to it by the shape of the arch getting smaller and smaller as the display gets higher. The arch has a wide base on both ends and guides the consumer’s attention to what is at the peak, the main product.

4. Design Planning

To achieve branding success, trade marketing displays should have some level of design planning. What is this?

Design in its pure form inquires into the nature of a problem to conceive a framework for solving that problem.

In this particular scenario and from a visual standpoint we basically mean designing something with some level of aesthetic thought. Take for example the Colgate Arch below. This was achieved by an aluminum welded framing by our team and entirely covered with branding panels and materials.

Looking closely, you think it’s normal, but when you really analyze it, what you realize is that this entire framing is almost invisible to the consumers. Usually, structural elements can sometimes be obnoxious and cause a design to look tacky, but when used correctly it is great on its own or can even add to the execution more.

This is how design planning helps.

Achieving sales and branding success is no easy feat, but with the right strategy and support, you can reach customers and avoid the troubles many brand managers face when trying to elevate a brand’s presence. Start by checking out the amazing custom displays we offer and emailing us to find out how we can help bring your brand alive.

The Trademasters Team