Tangible ROI versus Intangible ROI
In today's economy, all companies require financial accountability from the product development stages through the full blown marketing campaign and final in-store product placement. Which advertising medium will give me a high dollar impact on sales? Should we use TV, radio, or print? What will increase customer awareness? Should we use in-store displays?
How do we calculate your ROI? Place our product advertisement in the selected medium, look at the sales data for the advertising period, determine the sales increase for the period, and finally compare it against the initial campaign dollars spent to determine our tangible ROI. Seems simple right? Wrong. What about the intangible ROI? Did we increase customer awareness of our product or how was their brand experience with our product?
Statistics show that 80% of buying decisions occur while the consumer is browsing in the store! Big marketing campaigns (TV, radio, etc) will never reach that consumer. How do we reach that consumer? The solution is a Point of Purchase (POP) display from Imperial Wire! The retail store is the perfect storm where the consumer, their money, and your product will converge to translate into increased tangible and intangible ROI for your company.
Worried if a retailer will accept a POP display? Retailers want well crafted, carefully designed displays! It makes their store more appealing to browse in and selling "store display space" is a revenue stream for them. Let Imperial Wire design your next display to give you the right level of product imagery and presentation.
A Sad Success Story
For a number of years Imperial Wire acted as a subcontractor for wire displays to a major perfume company. The perfume company then shipped it's product and our displays to a very big, big-box retailer. Perfume sales to the big-box retailer represented millions of dollars to the perfume company. Imperial Wire delivered displays to the perfume company and then on to the big-box retailer flawlessly every time, on time.
In a cost cutting move, the perfume company decided to go with a vendor that was cheaper and delivered on less of a quality display than Imperial Wire does. The first order with the new vendor was late to the big-box retailer and the perfume company immediately lost the big-box account and millions of dollars.
The moral of the story is that big-box retailers dictate terms and price does not necessarily trump quality, service and customer commitment Imperial Wire's founding principles!