DDi - September 2012 - (Page 16)
16 | Shopper Insights
t no other time in recent memory has the marketing at-retail industry changed so rapidly. Capital investments in pointof-purchase advertising, innovative retail formats, interactive technologies and the shopper marketing function are increasing at rates previously unseen. Likewise, the number of dynamic, creative and energetic people entering the industry is growing. Many of us have seen these changes reflected on the GlobalShop show floor, particularly in the At-Retail Marketplace Pavilion. The OMA Awards display area further illustrates the creative genius that is abundant in our industry, but, more importantly, it also shows that marketing at-retail possesses the power to lift sales and enhance brand image even in the toughest of economic times. It is the innovation and imagination of countless marketing at-retail professionals that is on display, and it is because of these individuals that we continue to grow as an industry. While many people may believe that awards competitions are about gold, silver and bronze winners, display of the year or creative award winners, it is about something far greater. It is about inspiration. Award programs allow us to recognize and honor the collective efforts and innovations of every entry on display, regardless of how they rank. That is why we dedicate time during our busy schedules to enter and peruse award competitions—to be inspired, which, in turn, is inspiring change within our industry. And the vibration of change can be felt throughout our industry. As our industry evolves and grows, a call goes out for the brightest, most creative individuals to grow along with it. And as we have seen throughout various industry award programs, promotional thinkers are answering that call knowing that marketing at-retail will help them finish ahead of the pack in today’s competitive market. Accolades from one’s peers can provide validation of a company’s strategy, help set standards for the industry at large and, on occasion, even change the way people think.
Awards help to inspire other people to do their best. They set standards that people strive to match and exceed. They even change perceptions.
That last reason may be a lofty goal, but it is exactly what POPAI is trying to accomplish with its long-running OMA Awards Competition. Awards are coveted by both creatives and non-creatives alike, because while the award celebrates creative ingenuity, it also recognizes those instore displays that have proven to be effective in increasing sales. That’s where creative brilliance comes in—and smart clients demand it. They seek out creative producers and agencies, because they know that it’s not just the number of displays you run, it’s the number impressions and increased sales that you generate. Smart clients realize that disciplined creativity is the best means of gaining an advantage over their competition. Bottom line: if you want to get anyone excited about your product or service, you’d better get them excited about your in-store marketing. —Richard Winter is the president of POPAI, The Global Association for Marketing at Retail, an information source for brand marketers, retailers, producers and suppliers. Find out more at www.popai.com.
Number 13 at www.ddionline.com/readerservice
Table of Contents for the Digital Edition of DDi - September 2012
DDi - September 2012
Table of Contents
From the Editor
From the Show Director
Portfolio Awards 2012
Retail Design Luminaries
Retail Design Influencers
Design Firms of the Year
Best Visual Merchandising Programs
Retailer of the Year
Best-Designed Stores of the Year
DDi - September 2012