Benchmark Blog

Wednesday, 16 April 2014 17:51

Display Marketing for Your New Business

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Let’s imagine for a moment that you are starting a new business.  For argument’s sake, this business is a boutique adult beverage store.  You want to offer the finest spirits and wines that your customers could desire, but you also plan to provide locally produced items as well.  Liquor stores aren’t too difficult to come by, so you have to find a way to stand out among the big box options.  You will want your potential customers to be aware that you are a specialty store offering a more unique experience.

Promotional Offerings

Right before you are ready to open your doors, one thing you may want to consider investing in when it comes to marketing is promotional incentives.  There are several options available, from calendars to paper weights, to choose from that we can customize with your company logo.  These are things that you would take around to other businesses in the area to get people talking.

Just like pharmaceutical companies have custom pens and notepads they leave with doctor’s offices, these are items that would be left in view on a daily basis.  The other business owners and their employees would see them and so would their customers.  Having these custom products readily available to give out will put your business on the map before you even open.

Signs and Displays

Inside your store will be where the magic happens.  To bring the people not only to your doors, but inside them as well, you should have an eye catching sign holder with your business name and logo in an easily visible location.  You can choose a hanging sign holder that you can place outside your door for the whole world to see.

Once inside, your customers will be impressed with your selection of custom display cases that show just how much thought and care you’ve put into the products you have to offer.  If you have an extensive selection of locally grown wines, you can put them in an eye-catching custom plexi display case.

Given the specialty nature of your boutique adult beverage store, you can also have brochure displays informing your customers about the products you sell.  It can provide a more detailed background about the vineyard, the grapes in the wine they have chosen, were grown in.  This will not only offer a more personalized experience than the usual liquor stores, it also provides exposure for the local vineyards and growers that you purchase from as well.  While increasing your own sales you can also bring attention to their business as well.

 

You can’t forget the small things either.  Benchmark Displays also offers the channel sign holders you will need on your shelves to provide pricing information as well.  Not only can we give you a well-rounded marketing strategy for your business inside and out, but also we can do it with your personal specifications in mind.  Benchmark Displays can work with you to create a successful business model that will not only improve your visibility but increase you chances for sales as well.

“A mediocre person tells.  A good person explains.  A superior person demonstrates.  A great person inspires others to see for themselves.”

-Harvey Mackay

An incentive is by definition something that motivates or encourages one to do something.  In today’s extremely competitive marketplace, making sales can be a challenge.  People are inundated with new products and services, and it is increasingly difficult to stand out.  So what is one way to distinguish yourself from the competition and lead sales?  Incentives!

Did you know that knowledgeable and courteous employees account for approximately 80% of the reasons that consumers feel satisfied and will come back for more?

Fewer than one in four American workers is working at full potential, nearly half surveyed have said that they do only what is directly asked of them, and up to 75% admit that they could be more effective in their jobs.

70% of customers that have had a bad experience with a vendor will abandon them and move on to someone else.

A 5% increase in customer retention can increase lifetime profits from a customer by 75%.  Remember, we’ve talked about this before, it’s about building relationships.

So how can you use incentives successfully in your business?

·       Use them to attract new visitors to your store or web site

·       Use them to encourage repeat business

·       Use the to improve Direct Mail Response

·       Use them to Promote Closeout Inventories

·       Use them for thank you gifts

·       Use them to Upgrade Sales and Purchases

 

For Employee Incentives

·       Use them to acknowledge Milestones and Achievements

·       Use them as a reward to exceed sales goals

·       Use them to increase employee loyalty

·       Use them to reward employees

 

 

Remember, everyone likes to feel appreciated, so why not set the precedent and use incentives to inspire others to greatness!


Wednesday, 02 April 2014 18:08

Creatively Speaking

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“Imagination is the beginning of creation.  You imagine what you desire, you will what you imagine, and at last you create what you will” – George Bernard Shaw


I think we would all agree that it is easier to feel creative when you are enthused about your subject matter.  So I suppose that theorem, in and of itself is a good place to start.  After all, it’s next to impossible to be motivated about something you have little or no interest in.

There is in fact much debate out there about just what moves a person to be creative. What motivated Picasso to paint all those prolific masterpieces? Or Bach to churn out all those brilliant concertos?  I can’t really say, not sure anyone could for certain. What I do know is that Picasso created around 50,000 paintings, but how many of them were considered brilliant?  Only a few.  The rest quite honestly were not that good.  Having said that, I happen to be of the opinion that art, music, an ad campaign….really anything considered creative is subjective.

 

 

We tend to think of creative “types” as churning out one great idea after the next, but the truth is, it’s a numbers game.  Not every idea you have is going to be a game changer.  In fact, most probably won’t be.  The point is that we should accept failure, even embrace it.  For most of us this may prove to be a challenge, as failure tends to be paralyzing, not mobilizing. However, if we can somehow learn to “Embrace the suck” as one author eloquently put it, and accept that it’s part of the process, doesn’t that sort of take a little pressure off?  

BenchmarkVinyl.com’s extensive line of vinyl advertising options gives businesses additional budget friendly ways to display their goods.  The new line includes products such as brochure holders, channel strips and shelf talkers.

 

The launch of Benchmark Vinyl.com provides businesses with a fast new option for getting quality vinyl display products to showcase their goods and literature.

This newest division of Benchmark Displays is an effort to furnish Benchmark’s customers with more specialized solutions at affordable prices, said JoAnne Frohman, the president and chief executive officer of Benchmark Displays.

“Customers choose our vinyl displays because they get exactly what they need at great prices,” said Frohman, who co-founded the company with her husband, Dick.

 

Benchmark Vinyl is a division of Benchmark Displays, which has designed and manufactured high quality displays for products and literature for more than 30 years.  More information and the division’s catalog can be viewed at www.benchmarkvinyl.com

The new vinyl product line includes shelf talkers, brochure holders, sign holders, channel strips, tent displays and more.  Benchmark Vinyl also offers custom vinyl applications.

Benchmark Vinyl uses sturdy, clear PVC materials and proprietary processing equipment to manufacture vinyl products that last.

 

 

“Vinyl products are an integral part of advertising and have a huge impact in the retail industry,” Frohman said.  “Now Benchmark Vinyl is making it easy for businesses to get both custom-made as well as commonly-used vinyl displays fast.”

Wednesday, 19 March 2014 16:49

The Beauty Beat Goes On

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Women and men of all ages and socio-economic backgrounds are turning to the makeup industry to help them look and feel their best.  This would explain why the cosmetics and personal care industries continue to see a steady increase in profits from year to year.

 

What is trending in the beauty world in 2014?

Here are a few that I found interesting… Drinkable skincare for one.  Most of us are obsessed with anti-aging, the term growing old gracefully has long gone out the window.  The good news is we can forget about having to slather on the anti-aging collagen creams over our overexposed skin.  Companies are now introducing Hyaluronic Acid drinks, and collagen boosting liquid supplements are now readily available.  Granny perfumes are another new trend for the year.  Perfume makers have been working to come up with modern re-interpretations of scents our grandmothers used to wear.  So look for scents like rose, violet, gardenia and jasmine to be popular again.  I find it a bit of a paradox that we want to look young but smell umm…nostalgic?  But hey, that’s just me!  Last but certainly not least in my opinion is the Russian banyas (saunas), the latest trend in wellness…in Europe anyway.  The steam is supposedly more hydrating which helps with the detoxification process….but here is where things get interesting.. The treatment also involves being lightly, dare I say “whacked” with birch, oak or eucalyptus leaves and twigs to help improve circulation.  I’m not completely sold on that one yet, not really my idea of a relaxing day at the spa.. but I may come around.

 

People are continually seeking new products and treatments to improve their well-being.  Every season brings new color palettes, and every year brings new trends geared towards improving one’s self -image.  The one constant in all of this is that manufacturers need to come up with clever, unique packaging to go with their new and improved products.  Custom Displays will always be an integral part of the equation, as you want to showcase your innovative new product in a way that gets it noticed.  Especially is this evident in the cosmetics industry.  How many retail stores that sell makeup do you walk into that have their products concealed behind cabinets or in drawers?  Most are beautifully presented in an acrylic or plexi display case so as to capture a consumer’s attention as they walk by.  The bottom line is that your brand’s success depends on your ability to market your product from packaging to display, so make it stellar all the way around!

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