If you remember back in the mid to late 70’s there was a television show called Welcome Back Kotter. In the show there was a character called Arnold Horshack. He had an annoying habit that became his trademark. Every time the teacher, Mr. Kotter asked the class a question, Arnold would raise his hand, wave it furiously and shout “Ooh-ooh-ooooh, Mr. Kotter!” in the hopes of gaining his attention and the opportunity to engage with the necessary answer. Almost always, he was called upon and supplied an absurd and incorrect answer. We laughed weekly as Arnold gyrated in his seat, waving his arm like some sort of madman, whooping and hollering and begging for the attention of his teacher.
Recently I was in a store and was stunned as I came upon a floor display. I felt like I had been transported back in time and was facing Arnold Horshack head on. I won’t go into detail of the looks of the display but simply describe to you my feelings at that time of the encounter. It jumped out at me screaming,”Ooh-ooh-ooooh, look at me please, oh please look at me, I have just the answer for you!!!” It was completely over the top. We’ve all seen displays like this over the years screaming out at us and stirring our emotions, making our blood curdle and occasionally getting us to buy the product.
Now think back to when you were in school and there was a classmate who politely raised his (or her) hand, didn’t go berserk when called upon by the teacher and consistently gave a fairly intelligent and thought-provoking answer? You were quietly engaged into the subject at hand and were oblivious to the fact that it was even happening. This was a more stimulating experience that made you think on a different level. Ever see a display like that? I have and they’re the ones that I gravitate towards. Maybe they draw me in with graphics that appeal to my inner brand desires. Possibly I see colors that attract me. I can even admit that once or twice a flashing blue light may have drawn me in for a closer look.
My point with all this is that displays can work as powerful tools to help sell products and make connections between consumers and brands when done properly. A screaming whirling dervish craving for your attention isn’t always the best solution for making the sale. Displays are placed for a set period of time with the goal of generating some timely sales and raising numbers. They are allowed space that is more attention grabbing and get a bit of an advantage over the competition by doing so. With all that said, you don’t have to scream like Arnold Horshack to get my attention.
At CTI, we create displays, POP’s and counter displays for a variety of companies. For more information, go to our website at www.ctipack.com or just call 877-968-4855 and ask about our services.