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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.

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Presentation on theme: "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."— Presentation transcript:

1 Unit Code:D2.TTA.CL2.10 Slide 1

2 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

3 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

4 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

5 Identify display stand objectives and contexts Critical pre-requisites for display stands are:  Objectives  Context Slide 5

6 Identify display stand objectives and contexts Possible 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

7 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

8 Identify display stand objectives and contexts Important 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

9 Identify display stand objectives and contexts ‘Context’ will:  Vary between display stands  Change over time (Continued) Slide 9

10 Identify display stand objectives and contexts  Relate to the duration of the display stand  Specify the physical location of the display stand Slide 10

11 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

12 Identify display stand objectives and contexts People to talk to in order to identify objectives and context:  Management  Owners  Merchandising department  Marketing department (Continued) Slide 12

13 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

14 Identify display stand objectives and contexts A ‘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

15 Identify display stand objectives and contexts There 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

16 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

17 Identify audience Examples of possible audiences:  New customers (‘prospects’)  Existing or past customers  Businesses  Children (Continued) Slide 17

18 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

19 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

20 Identify operational requirements, information and constraints All 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

21 Identify operational requirements, information and constraints A ‘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

22 Identify operational requirements, information and constraints The 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

23 Identify operational requirements, information and constraints Internal operational requirements regarding a display stand will be determined by:  Budget  Dates  Times  Staffing  Consumables Slide 23

24 Identify operational requirements, information and constraints In 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

25 Identify operational requirements, information and constraints Questions 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

26 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

27 Identify operational requirements, information and constraints Requirements 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

28 Identify operational requirements, information and constraints Requirements 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

29 Identify operational requirements, information and constraints Requirements 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

30 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

31 Identify operational requirements, information and constraints Points 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

32 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

33 Identify operational requirements, information and constraints External requirements can relate to:  Access times  Working times  Vehicle access (Continued) Slide 33

34 Identify operational requirements, information and constraints  Parking  Materials which can and cannot be used  Displays to be of ‘good taste’ (Continued) Slide 34

35 Identify operational requirements, information and constraints  Permanent fixtures and fittings  Display times  Special display stand requirements (Continued) Slide 35

36 Identify operational requirements, information and constraints  Arrangements in relation to utilities  Floor plans  Statement in relation to workplace safety and health (Continued) Slide 36

37 Identify operational requirements, information and constraints  Security  Noise levels  Smoking (Continued) Slide 37

38 Identify operational requirements, information and constraints  Dismantling the display stand  Cleaning up and waste disposal  Insurance  Risk assessment Slide 38

39 Identify operational requirements, information and constraints Constraints exist for all display stands and can include:  Time  Budget (Continued) Slide 39

40 Identify operational requirements, information and constraints  Staff  Availability of materials (Continued) Slide 40

41 Identify operational requirements, information and constraints  Space  Product characteristics Slide 41

42 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

43 Identify resources available to support development and creation Human resources = people, personnel:  From within your business or organisation  Outside your business Slide 43

44 Identify resources available to support development and creation Financial resources = the budget for the display stand Can exist in the form of:  Cash  ‘In kind’ – product and or labour Slide 44

45 Identify resources available to support development and creation Information 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

46 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

47 Identify resources available to support development and creation Examples of physical resources include:  Wide range of lights  Stands  Furniture  Plants  Products and samples  Much, much more Slide 47

48 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

49 Identify resources available to support development and creation Start 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, s and other free items from suppliers Slide 49

50 Summary – Element 1 When describing display stand requirements:  Define the objectives  Identify the context  Determine timeframes (Continued) Slide 50

51 Summary – Element 1  Involve relevant stakeholders  Obtain a ‘project brief’, if possible  Realise there are limits to what a display stand can achieve (Continued) Slide 51

52 Summary – Element 1  Describe the audience using demographics  Know the operational requirements and constraints  Be certain about the products and services to be promoted (Continued) Slide 52

53 Summary – Element 1  Maintain product integrity  Identify and obtain human, financial, informational and physical resources to create and support the display stand Slide 53

54 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

55 Liaise with relevant personnel to establish plan for display/stand There 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

56 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

57 Liaise with relevant personnel to establish plan for display stand Points 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

58 Liaise with relevant personnel to establish plan for display stand Professional 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

59 Liaise with relevant personnel to establish plan for display stand  Corporate brand creation and development  Customer profiling services  Promotional planning (Continued) Slide 59

60 Liaise with relevant personnel to establish plan for display stand  Market segmentation services  Visual merchandising systems  Naming research and advice  Venue layout Slide 60

61 Liaise with relevant personnel to establish plan for display stand External 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

62 Liaise with relevant personnel to establish plan for display stand  Dressing of items  Design of décor  Supply of props (Continued) Slide 62

63 Liaise with relevant personnel to establish plan for display stand  Photographic services  Specialist lighting  Multimedia displays (Continued) Slide 63

64 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

65 Liaise with relevant personnel to establish plan for display stand  Transportation of materials and equipment  Creating of the display stand  Dismantling and clean-up Slide 65

66 Liaise with relevant personnel to establish plan for display stand Further 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

67 Liaise with relevant personnel to establish plan for display stand 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

68 Liaise with relevant personnel to establish plan for display stand  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

69 Liaise with relevant personnel to establish plan for display stand Limitations 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

70 Liaise with relevant personnel to establish plan for display stand If 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

71 Liaise with relevant personnel to establish plan for display stand 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

72 Liaise with relevant personnel to establish plan for display stand  Objectives  Timeframes  Regulations and requirements  Post-event appraisal Slide 72

73 Develop display ideas 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

74 Develop display ideas 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

75 Develop display ideas You can also use creative thinking techniques such as:  Visualisation  Brainstorming (Continued) Slide 75

76 Develop display ideas  Lateral thinking  Product association Slide 76

77 Prepare display plan 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

78 Prepare display plan  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

79 Prepare display plan  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

80 Prepare display plan Contents of a display plan:  Details of the theme for the display stand  Rationale for the theme  Graphic representation  Required resources (Continued) Slide 80

81 Prepare display plan  Cost  Colour, décor and overall presentation  Other relevant issues and information: Market research data Input and feedback from stakeholders Risk management findings Slide 81

82 Prepare display plan 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

83 Prepare display plan 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

84 Prepare display plan ‘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

85 Prepare display plan 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

86 Prepare display plan ‘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

87 Prepare display plan 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

88 Prepare display plan  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

89 Prepare display plan 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

90 Prepare display plan  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

91 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

92 Source and obtain materials to construct and dress the display stand  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

93 Source and obtain materials to construct and dress the display stand 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

94 Source and obtain materials to construct and dress the display stand  Local businesses and operators  Professional display organisations  Individual staff  Your store rooms You must be proactive! Slide 94

95 Summary – Element 2 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

96 Summary – Element 2  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

97 Summary – Element 2  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

98 Summary – Element 2  Make sure the product is ‘the hero with integrity’  Acquire quality materials to prepare and dress the display stand Slide 98

99 Element 3: Create display stand Performance Criteria for this Element are:  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

100 Construct the display stand 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

101 Construct the display stand  Ensure product is ‘hero with integrity’  Strive for high visibility  See things through the eyes of the audience  Make safety a priority Slide 101

102 Construct the display stand Be aware of safety issues when constructing display stands especially in relation to:  Inflation pressures and pressure limits  Load limits  Balance Slide 102

103 Construct the display stand 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

104 Construct the display stand  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

105 Construct the display stand  Provide first aid  Ensure health and safety of customers and the public  Provide safe access and egress  Supervise staff Slide 105

106 Construct the display stand 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

107 Construct the display stand  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

108 Construct the display stand  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

109 Construct the display stand Causes of accidents related to display stands:  Untrained staff  Using faulty, incorrect or unstable equipment  Careless staff (Continued) Slide 109

110 Construct the display stand  Inappropriate spaces to work in  Obstructions and tripping hazards  Incorrectly stored items  Horse-play by staff Slide 110

111 Construct the display stand 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

112 Construct the display stand Items commonly associated with accidents and injury:  Box cutters and knives  Nail guns and staple guns  Ladders (Continued) Slide 112

113 Construct the display stand  Glue guns  Power tools  Props of any type Slide 113

114 Construct the display stand 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

115 Dress the display stand ‘Dressing’ the display stand:  Refers to decorating it and ‘making it ready’  Includes: Application of display techniques Use of display materials Slide 115

116 Dress the display stand 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 using double-sided tape (Continued) Slide 116 Tips

117 Dress the display stand  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

118 Dress the display stand  Iron all fabric prior to use  Dress the back of the display stand  Use suitable artefacts: Cultural artefacts Industry artefacts Slide 118

119 Dress the display stand 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

120 Apply established display techniques Display techniques:  Basic display format is a triangular shape – known as ‘pyramid effect’  There are three applications of this: Symmetrical Asymmetrical Repetitious Slide 120

121 Apply established display techniques ‘Symmetrical’ = standard triangular shape with highest point at top, centre: Slide 121

122 Apply established display techniques ‘Asymmetrical’ = a ‘left to right’ or ‘right to left triangle: Slide 122

123 Apply established display techniques ‘Repetitious’ = identical placement of products, repeated three times: Slide 123

124 Apply established display techniques When 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

125 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

126 Apply established display techniques Additional 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

127 Use display materials Reasons to use display materials. They:  Add interest  Add colour  Can create or extend a theme  Provide variety (Colour) Slide 127

128 Use display materials  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

129 Use display materials Examples of display materials:  Flags  Boxes  Fabrics  Signs  Pamphlets  Product samples  Local produce Slide 129

130 Use display materials ‘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

131 Use display materials 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

132 Use display materials ‘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

133 Use display materials 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

134 Use display materials 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

135 Use display materials ‘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

136 Use display materials Signs may be:  Produced in-house – hand-written or computer- generated  Bought in – semi-prepared  Obtained from suppliers free of charge Slide 136

137 Use display materials 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

138 Use display materials 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

139 Use display materials 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

140 Use display materials ‘Pamphlets’ may be:  Produced in-house  Created by an external, professional marketing company  Provided free of charge by suppliers Slide 140

141 Use display materials Pamphlets can be presented in a variety of ways:  Pinned at certain pages  Fanned out  Rolled up and tied with ribbon (Continued) Slide 141

142 Use display materials  Shaped into a wave formation  Inserted into free-standing display units  Handed out to passers-by Slide 142

143 Use display materials ‘Product samples’:  Commonly used  Inexpensive  Essential in terms of tastings and demonstrations  Avoid their overuse Slide 143 Samples

144 Use display materials 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

145 Use display materials 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

146 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

147 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

148 Summary – Element 3 When creating display stand:  Follow the display plan  Observe all constraints  Make safety a priority (Continued) Slide 148

149 Summary – Element 3  Use equipment correctly and safely  Dress the stand appropriately  Keep it simple (Continued) Slide 149

150 Summary – Element 3  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

151 Summary – Element 3  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

152 Summary – Element 3  Include three-dimensional materials, samples and paper-based materials  Ensure compliance with relevant requirements and legislation Slide 152

153 Element 4: Use display stand Performance Criteria for this Element are:  Staff the display stand as required  Provide customer service during display  Follow-up sales opportunities after initial contact Slide 153

154 Staff the display stand as required 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

155 Staff the display stand as required 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

156 Staff the display stand as required 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

157 Staff the display stand as required  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

158 Staff the display stand as required  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

159 Staff the display stand as required  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 stand experience Recognizing and rewarding employee participation with display stands Slide 159

160 Staff the display stand as required 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

161 Staff the display stand as required  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

162 Staff the display stand as required  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

163 Staff the display stand as required  Inspection of staff: Prior to starting work on a display stand Throughout the operation of the display stand (Continued) Slide 163

164 Staff the display stand as required  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

165 Staff the display stand as required 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

166 Provide customer service during display 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

167 Provide customer service during display 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

168 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

169 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

170 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

171 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

172 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

173 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

174 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

175 Follow-up sales opportunities after initial contact Any follow-up action is always subject to:  Organisational policies and procedures  Information provided about the prospect or customer Slide 175

176 Follow-up sales opportunities after initial contact Follow-up activities may include:  Telephoning the person, business, group or organisation  Making in-person visits  ing information (Continued) Slide 176

177 Follow-up sales opportunities after initial contact  Forwarding materials and information  Adding information to internal CRS/CMS (Continued) Slide 177

178 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

179 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

180 Summary – Element 4 When using display stand:  Select suitable staff  Select sufficient staff  Prepare a roster for staffing the display stand (Continued) Slide 180

181 Summary – Element 4  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

182 Summary – Element 4  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

183 Summary – Element 4  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

184 Element 5: Maintain display stand Performance Criteria for this Element are:  Keep display stand clean and tidy  Replenish products and materials as necessary  Review and alter display stand as required Slide 184

185 Keep display stand clean and tidy 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

186 Keep display stand clean and tidy  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

187 Keep display stand clean and tidy Basic requirements for maintaining a display stand are to keep it:  Clean  Tidy  Stocked Slide 187

188 Keep display stand clean and tidy Activities to keep display stand clean and tidy:  Rubbish removal  Regular dusting and cleaning  Repositioning of items (Continued) Slide 188

189 Keep display stand clean and tidy  Replacement of items as required  Cleaning the display stand itself  Replacement of signs as necessary  Maintaining personal appearance Slide 189

190 Replenish products and materials as necessary Products and materials need to be replenished throughout the life of a display stand:  Products = items of stock for: Sale Examination Use (Continued) Slide 190

191 Replenish products and materials as necessary  Materials = any items used to: Advertise or promote products and services Provide information Promote the business Slide 191

192 Replenish products and materials as necessary Stock 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

193 Replenish products and materials as necessary 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

194 Replenish products and materials as necessary 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

195 Replenish products and materials as necessary Activities 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

196 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

197 Review and alter display stand as required Most 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

198 Review and alter display stand as required Reasons 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

199 Review and alter display stand as required  On the basis of your personal observation  As a result of accidents  Because a display stand is very effective Slide 199

200 Review and alter display stand as required Examples of changes to display stands:  Changing signage  Changing products  Changing props  Changing lighting (Continued) Slide 200

201 Review and alter display stand as required  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

202 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

203 Review and alter display stand as required Topics to monitor during a stand/display:  Stock levels  Condition of display stand  Security  Safety  Positive and negative customer feedback  Customer visitation Slide 203

204 Review and alter display stand as required 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

205 Review and alter display stand as required Reasons 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

206 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

207 Review and alter display stand as required Important points regarding reviews:  They must not become ‘witch hunts’  They must identify positive and negative lessons learned Slide 207

208 Summary – Element 5 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

209 Summary – Element 5  Replenish products as required  Replace materials as they are depleted, used or taken  Rotate stock (Continued) Slide 209

210 Summary – Element 5  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


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