Point of Purchase
Point-of-Purchase Display is characterized as a product merchandiser/display designed to hold product and influence purchase at retail.
Point-of-Purchase Advertising are marketing strategies and tactics executed within, but not always limited to the store environment, including displays, signs and audio and video networks.
CHALLENGE:
Develop a Point-of Purchase display for Nike’s new “EviroRun” (environment friendly) running shoe (as an FYI, this is not a real shoe, but “made up” for this project).
CHALLENGE DESCRIPTION:
Less Is More: Living with Less (2011-2012)This challenge reflects trends that have resulted from diminishing raw materials, rising manufacturing costs, a poor economy and a growing sensitivity to the quality of the world’s environment.
70% of the American public views sustainability as a relevant subject. It effects how they purchase, utilize and dispose of products. Manufacturers are responding to this concern, with a new generation of cost effective, more durable and environmentally friendly products.Nike has developed a new running shoe (named “EnviroRun”) constructed entirely from recycled material (90% car tire rubber and 10% plastic milk containers). The shoe is produced with 20% less material than competitive models, but guarantees extended wear and life. Additionally, the manufacturing facility that produces the shoes utilizes “green” practices (LED lighting, reclaimed methane gas from landfills and solar energy). Nike is the first company to execute a product of this nature and they want consumers to be aware of the shoe’s unique features, benefits and background.
A spectacular display is needed to generate awareness, excitement and promote sales. This unit will showcase the shoes (include actual samples), but not physically merchandise (sell) the products. The display needs to last one year.
I am not defining where this display will be located. Think of a unique location and develop a design based on its limitations.Think about needed scale and visual impact. What will catch the attention of passing consumers? Also, think about the product and how best to effectively communicate its sustainable nature. Remember this display will hold products, but they are not for sale (you purchase the shoes in-store) and have to protected from theft. Lastly, think about construction materials for the display. Do the materials and display design reflect the recycled nature of the shoe?Research/visit various locations that are appropriate for product promotion to understand their unique characteristics and also their human interface. Also, execute store audits to understand retail display design and visit display company websites for additional insight. Chronicle everything (with photography screen captures and notes where appropriate).
As a note of importance, Nike is and has always been a leader in innovation, marketing and product quality. Your solutions should mirror these attributes!Be creative and think beyond the traditional! Above all, have fun!
MEDIA
Drawings, color renderings and scaled (1/4 scale; 1 inch equal 4inches) or full scale mockups can be utilized to express your vision. Hand drawings, 3D modeled (3D Studio Max, Strata, FormZ, etc.) and engineering drawings are acceptable. The media utilized is open to your interpretation.
JUDGING CRITERIA:Important18” x 24” Process presentation boards: Present the process used in the development of the final design. Your design sketches, computer models, web research imagery, photo documentation of store and other location audits and lastly, a sample board of proposed material samples/finishes to be utilized in your design.Think of the following process:
JUDGING: (these are not in order of importance)
PROFESSIONAL:Jim Mahnke, Creative Director, Great Northern Corporation (Racine location), [email protected]
Point-of-Purchase Advertising are marketing strategies and tactics executed within, but not always limited to the store environment, including displays, signs and audio and video networks.
CHALLENGE:
Develop a Point-of Purchase display for Nike’s new “EviroRun” (environment friendly) running shoe (as an FYI, this is not a real shoe, but “made up” for this project).
CHALLENGE DESCRIPTION:
Less Is More: Living with Less (2011-2012)This challenge reflects trends that have resulted from diminishing raw materials, rising manufacturing costs, a poor economy and a growing sensitivity to the quality of the world’s environment.
70% of the American public views sustainability as a relevant subject. It effects how they purchase, utilize and dispose of products. Manufacturers are responding to this concern, with a new generation of cost effective, more durable and environmentally friendly products.Nike has developed a new running shoe (named “EnviroRun”) constructed entirely from recycled material (90% car tire rubber and 10% plastic milk containers). The shoe is produced with 20% less material than competitive models, but guarantees extended wear and life. Additionally, the manufacturing facility that produces the shoes utilizes “green” practices (LED lighting, reclaimed methane gas from landfills and solar energy). Nike is the first company to execute a product of this nature and they want consumers to be aware of the shoe’s unique features, benefits and background.
A spectacular display is needed to generate awareness, excitement and promote sales. This unit will showcase the shoes (include actual samples), but not physically merchandise (sell) the products. The display needs to last one year.
I am not defining where this display will be located. Think of a unique location and develop a design based on its limitations.Think about needed scale and visual impact. What will catch the attention of passing consumers? Also, think about the product and how best to effectively communicate its sustainable nature. Remember this display will hold products, but they are not for sale (you purchase the shoes in-store) and have to protected from theft. Lastly, think about construction materials for the display. Do the materials and display design reflect the recycled nature of the shoe?Research/visit various locations that are appropriate for product promotion to understand their unique characteristics and also their human interface. Also, execute store audits to understand retail display design and visit display company websites for additional insight. Chronicle everything (with photography screen captures and notes where appropriate).
As a note of importance, Nike is and has always been a leader in innovation, marketing and product quality. Your solutions should mirror these attributes!Be creative and think beyond the traditional! Above all, have fun!
MEDIA
Drawings, color renderings and scaled (1/4 scale; 1 inch equal 4inches) or full scale mockups can be utilized to express your vision. Hand drawings, 3D modeled (3D Studio Max, Strata, FormZ, etc.) and engineering drawings are acceptable. The media utilized is open to your interpretation.
JUDGING CRITERIA:Important18” x 24” Process presentation boards: Present the process used in the development of the final design. Your design sketches, computer models, web research imagery, photo documentation of store and other location audits and lastly, a sample board of proposed material samples/finishes to be utilized in your design.Think of the following process:
- Defining the problem (this includes research).
- Concept creation (this includes material exploration).
- Final scaled or full scaled model (this is not mandatory, but could help promote/explain your design solution)
JUDGING: (these are not in order of importance)
- The presentation of your (18” x 24” board) design process. If possible, designate one person to verbally present this information.
- How “green” or sustainable is your solution and how well does it reflect/communicate the unique materials and production story behind this running shoe.
- Creativity and the originality of your design.
- Presentation quality (craftsmanship and neatness) of renderings/drawings/mockups
PROFESSIONAL:Jim Mahnke, Creative Director, Great Northern Corporation (Racine location), [email protected]