Flooring it! Stand out Merchandising Tips for Your Brand

Within the retail setting, companies are challenged on how to stand out among the competition. Marketers need to differentiate their brand from dozens of other products that line retailers’ shelves.

Companies only have a few seconds to grab the customer’s attention. In addition to aesthetically appealing, functional and informative packaging (please click here for our “It’s All in the Packaging” blog), what entices a customer to pick up and purchase a product? In-store merchandising is an effective vehicle to engage the customer to help make the purchase decision. As an accompaniment to packaging, merchandising works hand-in-hand at the point-of-sale (POS) to elevate a company’s brand presence and sales.

Zircon Merchandiser

Vibrant graphics and consistent messaging on this Zircon merchandiser entice customers while reinforcing the brand.

Retail merchandising activities encompass in-store displays, shelf talkers, and product demonstrations just to name a few. A focused and engaging point-of-sale display that delivers on the key benefits of the product can increase the number of packages sold. Ever notice how the home center floors are covered with displays during the back-to-school or holiday seasons? Manufacturers and retailers alike understand that a stand-out display practically beckons you to take a closer look, pick up the product, and ultimately, make the purchase.

At Zircon, a point-of-sale display is often part of promoting their brand new stud finders and scanners into the marketplace and to distinguish their unique product advantages. Informational display graphics are integrated with colorful packaging visuals to compel the customer during the pivotal buying process. Merchandising is an effective marketing tool for Zircon and other companies. As products technologically advance, increased education from the manufacturer to the customer will be pertinent, further emphasizing merchandising’s focal role as part of the marketer’s plans.

And even after the sale is made, customers continue their quests for information, advice, and instructions on how best to use their new products. Companies have an opportunity to deepen their customer relationships by providing thorough how-to’s and stellar customer service. Excellent tips on how to meet after market service needs can be found in the blog, “Buy Today, Gone Tomorrow“.

Sharpen your tools with Sharon as she shares her key insights of the tool world and her impactful marketing strategies and tactics.

Sharon imageFor more info, follow us on Facebook or tweet us @zircontools.

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What is a Blog?

Is the written word still viable?  In the social media age, how important are articles? Twitter’s 140 character platform, YouTube’s visual channel, and the creative and instantaneous nature of Instagram make marketers contemplate if traditional marketing materials still compel customers to act, buy or engage with a brand.

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Businesses still need written content – and lots of it – to continue to embrace the company’s brand followers and attract new customers.

At Zircon Corporation, you may know them as the maker of the original electronic stud finder, the company has an extensive library of content that it continuously produces for its domestic, as well as international, audience. Content includes videos, news releases, white papers, emails, ads, web copy, packaging, merchandising, instructions, and more. Each online and offline piece has a vital goal – to educate and promote the company’s vision and products. A favorite among communications specialists is the blog.

“What is a blog?” you may be asking. Well, you may not already realize it, but you’re actually reading one now! A blog is defined as a journal or website of posts that are arranged in chronological order. The author of the posts is called a blogger. A blogger may want to capture his or her thoughts in a casual basis and be able to refer to this information at a later date. Other blogs enable the blogger to capture real-time comments from customers which gives the company valuable marketing data.

Bloggers typically use an informal style of writing, as compared to when writing a news release, yet still are engaging and informative. Blogs can be light and airy or be more detailed and focused. Usually, the blog will have a distinct topic or theme that the blogger writes about. The blogger’s audience expands from other bloggers to customers, colleagues, friends or family.

Zircon bloggers tackle everyday business challenges via the Zircon Pro Expert, Zircon in the Real World, and Zircon’s Marketing ToolBox blog sites.  Check out these blogs to get an idea of what a blog is.  What topics would you like to blog or read about?  Comment on our Facebook page or follow us on Twitter and share your blog with us. We’d love to hear from you!

Sharpen your tools with Sharon as she shares her key insights of the tool world and her impactful marketing strategies and tactics.  Sharon image

Marketing Innovation

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Each time Apple makes a new product introduction, it makes me think of innovation and how new product development promotes sales growth, enhanced productivity and a corporate sense of well-being.  Product innovation sets the stage for manufacturers, retailers and service providers, enabling sales growth and foray into new markets.

Innovation breeds passion for the product and for the brand.  From concept to tooling to final production runs, the new product creates bold energy that existing products cannot compete with.

As a marketer, each time the newly minted product packaging ships from the factory to its final retail destination, I feel a wave of anticipation.  It is one thing to see 3-D renderings and quite another sensation to actually feel the tooled product in your hands.  And even before the package sits on the store shelf, I do a spot check.  How well will this new product be received?  Does the point-of-sale display highlight the products’ differentiating features and benefits enough?  Have we effectively leveraged online and offline marketing medium to successfully tell the product’s useful applications?  Is our message enticing and does it compel someone to pick up the package and buy it on the spot?

When new products roll out from Zircon Corporation, customers can try the tools for the first time, retailers increase their assortment mix, and developing markets can jump into a new product line.  Zircon recently unveiled the new HD series and L series products.

MultiScanner® HD900 OneStep® is a 4-mode wall scanner that  locates AC, Metal, studs, and deep studs up to 1 ½ inches deep.

MultiScanner® HD900 OneStep® is a 4-mode wall scanner that locates AC, Metal, studs, and deep studs up to 1 ½ inches deep.

With the new product launches, the excitement was heightened with each step forward in the new product development cycle.  Engineering and product design created a one-of-a-kind tools that are remarkable in functionality, simplicity, and design.  It is the innovative spirit of the product, brand and company that reinvigorates marketing to continue to scan for new opportunities.

Making a lasting brand impression is vital within customer service and other areas of the organization. For a personal viewpoint of this idea, visit Zircon in the Real World’s blog, “Brand Recognition in the Everyday World“.

Sharpen your tools with Sharon as she shares her key insights of the tool world and her impactful marketing strategies and tactics. Follow us on Twitter or like us on Facebook. Sharon image