PRODUCTION: Point Of Purchase unit: Philips Sonicare
Thereâ€™s no better form of promotion than putting the product into the hands of your target market.
And, in the professional healthcare sector, you actually have two levels of customers to directly engage with. Your product needs to appeal to (dental) professionals so that they in turn will recommend it to their patients.
These Point Of Purchase (or POP) units (shown here as concepts) were deployed by Philips to dental surgeries all over the UK, to bring their electronic toothbrushes and flossing devices to the attention of dental patients.
Like FSDUs they must function as a piece of interactive advertising (for the product and the brand) and deliver a relevant message as succinctly as possible. They must also be designed very carefully so as to be fit for purpose (which, in the case of these dental POPs, means that they have to be compact enough to sit on the counter in a dentistâ€™s treatment room).
And, as far as is possible, it helps if they look more than just a little bit â€˜coolâ€™!
On a coffee table full of publications, how do you ensure that itâ€™s your brochure that gets picked up?
A lot like playing a musical instrument in a band â€“ a good piece of print has purpose, is recognisable and leaves space [for the information] to breathe.
We apply the same principles and attention to detail to print as we do to all other media â€“ the hooks & triggers, simplicity & ease of navigation, and integration with the wider brand and product message.
We recognise that for a variety of reasons the prevalence of print is shifting under the limelight of electronic communications and media (iPads, Kindles, mobile devices and of course, email, et al). But far from shrinking away, print has new purpose as aÂ tangibleÂ format for delivering a message.
Besides the design work, we specify the print, handle the production, delivery and fulfilment (where necessary) and also storage if required.
We produce print in all languages. We can also supply the work as interactive PDFs (like mini downloadable websites) so that clients can distribute it via email and their website.