unit code:d2.tta.cl2.10 slide 1. create promotional display stand this unit comprises five elements:...

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


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


‘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


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


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


Staff

Availability of materials

(Continued)

Slide 40


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


Involve relevant stakeholders

Obtain a ‘project brief’, if possible

Realise there are limits to what a display stand can achieve

(Continued)

Slide 51


Describe the audience using demographics

Know the operational requirements and constraints

Be certain about the products and services to be promoted

(Continued)

Slide 52


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


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


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


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


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


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


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


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


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


You can also use creative thinking techniques such as:

Visualisation

Brainstorming

(Continued)

Slide 75


Lateral thinking

Product association

Slide 76


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


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


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


Contents of a display plan:

Details of the theme for the display stand

Rationale for the theme

Graphic representation

Required resources

(Continued)

Slide 80


Cost

Colour, décor and overall presentation

Other relevant issues and information:

• Market research data

• Input and feedback from stakeholders

• Risk management findings

Slide 81


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


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


‘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


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


‘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


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


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


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


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


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


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


Local businesses and operators

Professional display organisations

Individual staff

Your store rooms

You must be proactive!

Slide 94


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


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


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


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


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


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


Ensure product is ‘hero with integrity’

Strive for high visibility

See things through the eyes of the audience

Make safety a priority

Slide 101


Be aware of safety issues when constructing display stands especially in relation to:

Inflation pressures and pressure limits

Load limits

Balance

Slide 102


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


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


Provide first aid

Ensure health and safety of customers and the public

Provide safe access and egress

Supervise staff

Slide 105


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


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


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


Causes of accidents related to display stands:

Untrained staff

Using faulty, incorrect or unstable equipment

Careless staff

(Continued)

Slide 109


Inappropriate spaces to work in

Obstructions and tripping hazards

Incorrectly stored items

Horse-play by staff

Slide 110


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


Items commonly associated with accidents and injury:

Box cutters and knives

Nail guns and staple guns

Ladders

(Continued)

Slide 112


Glue guns

Power tools

Props of any type

Slide 113


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


‘Dressing’ the display stand:

Refers to decorating it and ‘making it ready’

Includes:

• Application of display techniques

• Use of display materials

Slide 115


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


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


Iron all fabric prior to use

Dress the back of the display stand

Use suitable artefacts:

• Cultural artefacts

• Industry artefacts

Slide 118


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


Display techniques:

Basic display format is a triangular shape – known as ‘pyramid effect’

There are three applications of this:

• Symmetrical

• Asymmetrical

• Repetitious

Slide 120


‘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


‘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


Reasons to use display materials. They:

Add interest

Add colour

Can create or extend a theme

Provide variety

(Colour)

Slide 127


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


Examples of display materials:

Flags

Boxes

Fabrics

Signs

Pamphlets

Product samples

Local produce

Slide 129


‘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


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


‘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


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


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


‘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


Signs may be:

Produced in-house – hand-written or computer-generated

Bought in – semi-prepared

Obtained from suppliers free of charge

Slide 136


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


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


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


‘Pamphlets’ may be:

Produced in-house

Created by an external, professional marketing company

Provided free of charge by suppliers

Slide 140


Pamphlets can be presented in a variety of ways:

Pinned at certain pages

Fanned out

Rolled up and tied with ribbon

(Continued)

Slide 141


Shaped into a wave formation

Inserted into free-standing display units

Handed out to passers-by

Slide 142


‘Product samples’:

Commonly used

Inexpensive

Essential in terms of tastings and demonstrations

Avoid their overuse

Slide 143

Samples


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 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


When creating display stand:

Follow the display plan

Observe all constraints

Make safety a priority

(Continued)

Slide 148


Use equipment correctly and safely

Dress the stand appropriately

Keep it simple

(Continued)

Slide 149


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


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


Include three-dimensional materials, samples and paper-based materials

Ensure compliance with relevant requirements and legislation

Slide 152

Element 4: Use display stand


Staff the display stand as required

Provide customer service during display

Follow-up sales opportunities after initial contact

Slide 153


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


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


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


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 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


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


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


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


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


Inspection of staff:

• Prior to starting work on a display stand

• Throughout the operation of the display stand

(Continued)

Slide 163


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


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


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


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


When using display stand:

Select suitable staff

Select sufficient staff

Prepare a roster for staffing the display stand

(Continued)

Slide 180


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


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


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


Keep display stand clean and tidy

Replenish products and materials as necessary

Review and alter display stand as required

Slide 184


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


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


Basic requirements for maintaining a display stand are to keep it:

Clean

Tidy

Stocked

Slide 187


Activities to keep display stand clean and tidy:

Rubbish removal

Regular dusting and cleaning

Repositioning of items

(Continued)

Slide 188


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


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


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


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


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


Topics to monitor during a stand/display:

Stock levels

Condition of display stand

Security

Safety

Positive and negative customer feedback

Customer visitation

Slide 203


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


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


Replenish products as required

Replace materials as they are depleted, used or taken

Rotate stock

(Continued)

Slide 209


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

unit code:d2.tta.cl2.10 slide 1. create promotional display stand this unit comprises five elements:...

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