Benchmark Blog

Tuesday, 18 November 2014 18:41

The Popularity of Gift Card Displays in Retail

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Benchmark Displays has, in the past produced clever gift card displays just in time for the Holiday season.

 

Gift Cards are always convenient gifts for the holidays, or any time of year for that matter!  In the past retailers had relegated Gift Cards to a discrete rack hook or scrunched up next to the candy, hoping for the last minute impulse sale.  Now, due to their popularity with customers, they are placing them front and center.

Rainier Industries, Ltd, an agency for Retailer Eddie Bauer had a better idea.  Turning to Benchmark Displays, they decided to put gift cards right in the shopper’s path.  Incorporating a metal floor stand sign holder, we created a 24” wide by 36” high acrylic display.  Each display has special holders that were added vertically to hold Gift Cards depicting different holiday themes.  Surrounding the gift cards is an exciting holiday message and Free Gift offer with every Gift Card purchase.

The free gift, a miniature holiday stocking perfect for packaging the card, can be hung on a tree or added to the wrappings of other gifts and is a great added value.  Sourcing the little stockings was accomplished by the client, yet making it all work together was Benchmark’s challenge.  In the end, a very tacky tape was used to secure a sample stocking to the acrylic signs.

Design and graphic teams collaborated on the finished reverse-screened images, which have been incorporated into two separate holiday looks.  One unit is with red and green graphics on a kraft background and the other red and white on a holiday silver background.  The displays are double sided so shoppers can see them coming and going.

 

Benchmark is proud to have produced 1050 of the special holiday displays and shipped them out to nearly 400 Eddie Bauer stores and outlets throughout North America, just in time for the Holiday Season.

When it comes to the branding and marketing of your commercial enterprise, one of the oldest strategies in the book is to offer your customers and clients some very creative promotional items with your company logo clearly displayed.  When done correctly, this method of advertising can prove very effective.  But we need to be careful.  Flooding the market with promotional items of extremely poor quality or taste can also have a negative effect on our business.

Offer Quality Items!

It is not enough to simply purchase a few boxes of ballpoint pens with your company name emblazoned on the side.  Cheap, poorly made products will send a signal to your clients that your company lacks professionalism and attention to detail.  Imagine the negative branding image associated with a cheaply made ballpoint pen exploding in someone’s shirt pocket!  When it comes to advertising through promotional products, quality is always a critical factor.

Offer Variety!

 

Dare to be different.  Be creative and choose products that your clients can actually use on a daily basis.  Thanks to the advancements of digital graphics technology in recent years, a company logo can be artistically displayed on nearly any type of promotional item.  From calendars to post-its, t-shirts to ball caps, and even portable USB hard drives to umbrellas, utilizing promotional items for your marketing strategies has never been easier or less expensive than it is today!  Think outside the box.  You’ll send a positive message about the originality and creativity of your company brand in the process.  We here at Benchmark Displays have decided to try it, so we will keep you posted on how our marketing efforts through promotional products turn out!

Tuesday, 30 September 2014 21:59

The Benefits and Uses of Polystyrene

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Because we can use various materials in the fabrication of our custom displays, depending on budget, time frame, and use of the product, we thought we would discuss some of the various materials in depth, including their many uses and benefits, starting with polystyrene.

 

First of all, polystyrene, both solid and film, is used in many of the products we use in our everyday lives, including disposable plastic cutlery and dinnerware, CD Cases, envelope windows, license plate frames the list goes on and on...

 

Polystyrene foams are good thermal insulators and are therefore  used in food service products as well as building insulation.  As a thermoplastic polymer, polystyrene is in a sold state at room temperature, but easily melts when heated, which makes it ideal for both extrusion, as well as injection molding where it can be easily cast into a mold.

Used in many composite products, like tub and shower enclosures, automobile body panels, wind turbine parts, and boats.

Polystyrene is a very hard and brittle plastic, and when purchasing sheets, comes in many thicknesses, starting at one thousandth of an inch (.001), .020, .030, .040 and up.  Project and budget would be factors to consider when choosing both the material and the thickness.

Pieces can have visible relief markings due to the molding process.

Usually more cost effective than injection molded acrylic or fabricated acrylic

 

 

In a nutshell, product functionality, and budget are important things to consider when choosing a material for your project, something our team here at benchmark displays can walk you through!


Monday, 08 September 2014 18:07

The Benefits of Injection Molded Displays

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Injection molding is one of the most widely used manufacturing processes in use today.  Injection molds are used to create many things in regular use, such as containers, bottle caps, automotive parts, and displays, the list goes on and on.  So what makes it so popular?  Let’s take a brief look inside the process.

Material, in the form of pellets, or granules are fed through a hopper into a heated barrel, melted, and then forced into a mold by a reciprocating screw, where it is allowed to cool into the desired shape. (see video below).

One of the clear advantages of injection molding is the fast production time.  Once a mold has been designed (the expensive part) and depending on how many impressions are in the tool, the cycle time can be anywhere from 15-30 seconds, which allows for high production runs, repeatability, and low labor costs due to the fact that there is little need to finish parts after the molding process.

 

It also allows for greater flexibility in the materials that you use.  There are literally thousands of different polymers to choose from, the material selected will depend on the strength and function of the final part.

Media

Monday, 18 August 2014 20:08

Tips for Designing an Effective Brochure

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Brochures are still an integral part of collateral marketing, despite the growing popularity of online advertising.  People still love a tangible product that they can hold in their hands.  I for one, although I love my tablet, prefer to read a physical copy of a book, rather than read it online.  So, a well-designed, informative brochure can still capture the attention of your potential customers.  Here are a few tips to make your product brochure a keeper:

-        Make it interesting!  That may sound like a no brainer, but considering the fact that the average attention span of an adult consumer in 2013 was only 8 seconds (compared with a goldfish at 9 seconds) you better make a good impression right from the start.  Know your audience and what they are looking for.  For example, if you sell skin care products or cosmetics, how about including tips from the pro’s on maintaining a good skin care regime? 

 

Entice your customers to get them to look inside.  Let them know there is something inside worth looking into, so use thought provoking questions or statements, maybe even include a “special offer” or invitation.

 

Make it an interesting shape.  Who says you have to go with the traditional tri-fold brochure.  Using your imagination when designing your brochure can produce above average results in your marketing efforts.  Experiment with different types of paper and shapes.  I have seen some rather fetching brochures that were die cut in interesting patterns.

 

Make it Relevant.  Let the customer know what you are all about, using content that is not only interesting, but informative.  Include images (remember a picture is worth a thousand words) and a call to action.

 

 

When designing your next brochure, we hope these ideas give you a good start!

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