Effective Retail Displays with Kimberly Ross & BRIAN BECK of Middlestreet Graphics & Display
Episode Overview
This episode has our Host Chris, chatting with Kimberly Ross and Brian Beck from Middle Street Graphics and Display. Between our guest is over 40 years of experience in beverage signage and displays, working with brands from global giants like Pepsi to local breweries.
Ready to elevate your brand's retail presence? Learn more about how Kim, Brian, and the team at Middle Street Graphics & Display can help you create impactful, sales-driving displays.
Visit their website middlestreetdisplay.com to explore their portfolio and discover solutions tailored to your unique needs.
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Neon Drive by Punch Deck | www.soundcloud.com/punch-deck
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Unlock Retail Success: The Power of Effective Displays with Middle Street Graphics & Display
In today's competitive retail landscape, making your product pop on the shelf is more crucial than ever. On a recent episode of the Get Hpptimized podcast, host Chris sat down with industry veterans Kim and Brian from Middle Street Graphics & Display to unpack the world of retail displays. With decades of experience working with everyone from global beverage giants like Pepsi to beloved local breweries, Kim and Brian shared invaluable insights into how strategic displays can drive sales, boost brand awareness, and secure prime retail real estate.
What Exactly Are Retail Displays?
When you walk into a store, you're constantly interacting with retail displays, even if you don't realize it. Kim and Brian explained the diverse range of options available. These aren't just your average cardboard cutouts; they encompass everything from practical case risers and shippers that elevate products, to elaborate custom creations designed to grab attention. Imagine a Mountain Dew display built to look like a full-sized Jeep with kayaks on top, or a brewery promoting a golf tournament with a display shaped like a golf cart – compete with space for cases of beer. The possibilities are truly endless, limited only by imagination and strategic intent.
Why Effective Displays Matter in Today's Market
In a crowded marketplace, standing out is paramount. Displays act as silent salespeople, drawing consumers in and encouraging impulse buys. Beyond direct sales, they play a critical role in enhancing brand awareness. A visually striking display not only makes your product memorable but can also create an interactive experience that consumers want to share (think snapping a selfie with a Mountain Dew Jeep!).
For emerging brands, displays can be a powerful tool for gaining shelf space with retailers. As Brian explained, offering a retailer a pre-filled, high-impact display can be a persuasive argument for carrying your product, demonstrating your commitment to moving inventory.
Crafting a Winning Display Strategy for Your Business
The approach to retail displays isn't one-size-fits-all. Kim and Brian emphasized tailoring your strategy based on the size and distribution model of your business. For smaller breweries or self-distributing brands, opting for more manageable, easy-to-assemble displays like shippers and case risers allows for quick setup by limited staff. Larger operations with dedicated merchandisers can leverage more complex, attention-grabbing installations that require more time and effort to build and maintain. The key is to align your display efforts with your overall marketing goals and operational capabilities.
Cost-Effectiveness and Eco-Friendliness: Debunking Myths
A common misconception is that effective, creative displays are prohibitively expensive. Kim and Brian were quick to debunk this, highlighting the cost-effectiveness of digital printing and corrugated materials. Digital printing eliminates costly setup fees and cutting dies, allowing for smaller, more affordable runs. This means brands can test different display concepts without a huge upfront investment.
Furthermore, Middle Street Graphics & Display prioritizes sustainability. Corrugated displays are highly recyclable, significantly reducing environmental impact compared to metal or wood alternatives. Their own 112,000 square foot facility actively recycles tons of waste, demonstrating a commitment to eco-friendly practices throughout the production process.
Measuring Success: Proving Your ROI
So, how do you know if your display investment is paying off? Kim and Brian offered practical advice for measuring effectiveness. This includes tracking sales data before and after a display's installation, and even incorporating barcodes specific to displays for granular pull-through analysis. By comparing sales in stores with and without displays, or observing trends over time, brands can gain clear insights into the ROI of their display initiatives. The success of large-scale projects, like the 600+ Mountain Dew Jeeps sold, underscores the power of a compelling display to drive consumer action.
The Future of Retail Displays: Innovation and Interaction
The retail display landscape is constantly evolving. Looking ahead, Kim and Brian foresee a greater integration of technology and interactive elements. QR codes, for example, are transforming static displays into dynamic brand experiences. Imagine scanning a QR code on a wine bottle and watching a video about its origin story, or scanning a code on a beer display to enter a contest or register for a local event. This digital connectivity not only enhances consumer engagement but also provides invaluable trackability for brands, allowing them to monitor video views, sign-ups, and other post-scan actions. The future promises displays that are not just visually appealing but also actively connect with consumers online.
Finding Your Ideal Display Partner
When choosing a printing and display vendor, Kim and Brian stress the importance of finding a true partner, not just an order-taker. Look for a company that:
Understands your business and long-term goals: A good partner will invest time in comprehending your brand's vision.
Offers comprehensive services: A "one-stop shop" that handles everything from labels and point-of-sale materials to large-scale displays and even vehicle wraps can streamline operations and reduce costs.
Embraces transparency: Understanding the full cost breakdown, including design, setup (or lack thereof with digital printing), and shipping, is crucial.
Values a long-term relationship: Partnership fosters consistency in branding and allows the vendor to proactively offer tailored solutions as your brand evolves.
Middle Street Graphics & Display embodies this partnership approach, leveraging their in-house design, structural, and production teams to bring brands to life. They are committed to helping clients achieve their vision while remaining cost-effective and environmentally conscious.
Ready to elevate your brand's retail presence? Learn more about how Kim, Brian, and the team at Middle Street Graphics & Display can help you create impactful, sales-driving displays. Visit their website [middlestreetdisplay.com] to explore their portfolio and discover solutions tailored to your unique needs.