Check out this Muppet Workshop at FAO Schwarz, part of our series on P-O-P.
When it comes to point-of-purchase advertising, print buyers as well as print providers have much to gain. For the buyer, research shows that P-O-P advertising drives sales 70 percent of the time, according to a study done by POPAI, the Point of Purchase Advertising Institute. And for the print shop, there's the inevitable turnover due to the ever-changing nature of retail.
Point-of-purchase graphics can take on many forms--in fact, just about any idea a client can dream up is possible with today's output technologies. From life-sized cutouts and storewide banner campaigns to wall coverings, window graphics, and even LCD-screened displays, P-O-P has the ability to help prod the buyer into finally pulling out his or her debit card.
For your perusal and your inspiration, we've tracked and gathered information on seven P-O-P jobs from print providers around the marketplace.
Whimsical Whatnot Workshop
Most everyone knows what a Muppet is, but many people have no clue what a Muppet Whatnot is. Yet, as we speak, Muppet Whatnots--Muppet characters "extras" that might be found on the set of any Muppet production like Sesame Street--are being produced in a sturdy workshop in New York City's FAO Schwarz, thanks to New York-based Graphic Systems Group (GSG).
Representatives from Disney had noticed the craftsmanship of GSG's Harry Potter display for FAO Schwarz in 2007, and when the idea for a Muppet Whatnot Workshop was conceived, the company immediately contacted the print provider. In this case, the idea was to create an in-store workshop where FAO customers could make their own personalized Muppet Whatnots.
The two companies began concept drafts in the spring of 2008. As Disney offered sketches, GSG fine-tuned the ideas in order to align the client's wishes with the best of GSG's capabilities.
"We designed everything," says GSG president Ken Madsen, "We used CAD engineering for the architecture; we did an elevation drawing and produced a quarter-scale model and placed graphic samples." GSG used various Adobe programs as well as QuarkXpress for the up-front design work. And because Disney is in Burbank and GSG is in New York, the shop used its proprietary Go workflow system for proofing. Largely comprised of Esko products, says Madsen, Go allows GSG and its clients to route, track, annotate, approve/reject, and otherwise collaborate to reduce cycle time and labor.