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Benchmark Blog

Benchmark Displays, LLC has received national certification and recognition as a Women’s Business Enterprise by the Women’s Business Enterprise Council-West, a regional certifying partner of the Women’s Business Enterprise National Council (WBENC)

 

Palm Desert, Calif., May 25, 2014- “Acquiring this valuable certification, President and CEO, JoAnne Frohman commented, will put Benchmark face to face with hundreds if not thousands of the largest companies and governmental organizations, nation-wide, that participate in Vendor Diversity Programs.  Then, when you add in our 30+year reputation for successful, display design and manufacturing, this new working combination feels like a real win-win proposition for us and our customers”.

 

To qualify, a business must be 51% or more woman or women owned. In addition, the certification process involved a six month, meticulous examination of the finances, D& B rating, staff capabilities, customer endorsements and management scheme of the applicant.  Finally, the committee sends in an on-site, examination staffer to further validate the background information provided. 

 

 

“It’s also news worthy”, JoAnne said, “that for women managers and entrepreneurs in the U.S., the proverbial glass ceiling is busting wide open”.  According to a 2010 report by the U.S. Department of Commerce, Economics and Statistics Administration, women-owned businesses grew by 44 percent from 1997 to 2007, double the rate of men-owned firms.  And, when 4 of 5 start-up businesses fail in the first five years, the survival rate of women-owned businesses from 2002 to 2006 was 66%!  

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For this particular experiment into the future of marketing for your business, we will say your company specializes in hobbies.  Your particular store has an amazing selection of model cars and specialized paint along with arts and crafts for every age group.  It may also include several delicate pieces for dollhouses or larger items for a detailed model train town.  Even though there are a large amount of people that have needs that can be fulfilled by your store, there is still an untapped well of consumers that  you have yet to reach.  By creating a custom marketing strategy for your displays and other business related signs and promotional items, you can improve the visibility of your hobby store by leaps and bounds.

First Impressions

When it comes to your hobby store, your customer’s first impression can lead to repeat business if you approached it properly.  The first thing your customers should see when they walk in the door is an exceptional custom display.  Benchmark Displays can work with you to create a quality display that you can put at the front of the store for people to see first thing.  You can use this display to alternate products for certain specials throughout the week.  There are multi-level custom plexi displays and custom acrylic displays that are not only functional but stylish as well.

Easels are another way to advertise to your customers while inside the store.  You can have them at the front door or placed strategically around with special sales and pricing. They are easy to move around from place to place depending on your store layout.

Additional In-Store Options

Once your customer has made it in the door and is making their way through the aisles, you can have detailed product information as well as pricing for each item in our channel sign holders.  We also carry Vinyl products in the way of hanging sign holders to direct customers to a particular section of the store.  This helps with customer service so they don’t have to stop and ask where each product is.

Once your customer has made their final selections, they will be heading to checkout.  This is where POP, or point-of-purchase displays come in.  With their strategic placement by the registers, you can place specialized items that grab a customer’s attention.  These can be holiday specific items or just items that you happen to have on sale.  This is your last chance to acquire additional sales, so they need to be carefully thought out.

With a proper display setup throughout your store, you can increase your sales in ways you may have never thought possible.  Benchmark Displays has the ability to create personalized marketing strategy no matter what your business model is.  We have the ability to customize your POP displays, hanging signs, and custom display cases with your company logo to offer a professional marketing setup that can work with businesses from the level of a small toy store on up to a large retail clothing store.

 

 

 An interesting video describing the Universal Principles of Persuasion based on the research of Dr. Robert Cialdini, Professor of Psychology and Marketing, Arizona State University.  He describes six distinct principles in the science of persuasion.

·        Reciprocity (which we’ve talked about before)

·        Scarcity (the idea that people place a higher value on something they get less of)

·        Authority (what makes you credible?)

·        Consistency (getting people to commit)

·        Liking (finding commonalities, similar interests)

       ·        Consensus (Benefits of doing something your way)

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Because Benchmark Displays just finished a custom acrylic display for Yokahama tires, and because I had to go and get a new set of tires this weekend and Yokahama was displayed prominently throughout the business I was at,  I thought I would take a minute to congratulate them on their success…

 

Yokahama Tire Corporation has been in business here in the U.S since 1969 when the company, based out of Tokyo Japan opened an office in Los Angeles, California.  By 1986 they had outgrown their Montebello facility and made the move to Fullerton California.  Within two years they doubled the size of their Fullerton warehouse to 450,000 square-feet and in 1989 acquired the Mohawk Rubber Company, not only providing an important manufacturing facility in the U.S, but also by merging with Mohawk, they were able to produce automobile and light truck tires for sale in both the OEM and replacement markets in the U.S.  In 1992 they completed an 80 million dollar first phase expansion at the Salem Virginia Plant which produces 70 percent of the passenger tires Yokahama sells in the U.S.

Fast forward to today, and the company is still going strong, recently naming Irvine, California based INK as its digital marketing agency of record.  We are happy to have been included in a part of their continued growth and success!  If you are ever in need of a custom display, give us a call, we would be happy to discuss your project and show you what we can do!

I thought this was an interesting take on customer service so decided to share!

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