CREATE PROMOTIONAL DISPLAY
STAND
Unit Code:D2.TTA.CL2.10
Slide 1
Create promotional display stand
This Unit comprises five Elements:
1. Describe display stand requirements
2. Plan display stand
3. Create display stand
4. Use display stand
5. Maintain display stand
Slide 2
Assessment
Assessment for this unit may include:

Oral questions

Written questions

Work projects

Workplace observation of practical skills

Practical exercises

Formal report from employer/supervisor
Slide 3
Element 1: Describe display stand
requirements
Performance Criteria for this Element are:

Identify display stand objectives and contexts

Identify audience

Identify operational requirements, information and
constraints

Identify resources available to support display stand
development and creation
Slide 4
Identify display stand objectives
and contexts
Critical pre-requisites for display stands are:

Objectives

Context
Slide 5
Identify display stand objectives
and contexts
Possible objectives for display stands:

To reinforce or continue the promotion of an
existing product or service

To introduce a new product or service

To offer a sampling of a product
or service

To notify people about a revised or improved
product or service
(Continued)
Slide 6
Identify display stand objectives
and contexts

To meet direct competition

To resurrect flagging sales

To support a promotion or sale

To build a customer database

To fill a vacant space
Slide 7
Identify display stand objectives
and contexts
Important points relating to identifying objectives and
context for display stands:

Always ask questions to identify the specifics for
any display stand

Every display stand must have one (or more) definite
objectives
Slide 8
Identify display stand objectives
and contexts
‘Context’ will:

Vary between display stands

Change over time
(Continued)
Slide 9
Identify display stand objectives
and contexts

Relate to the duration of the display stand

Specify the physical location of the display stand
Slide 10
Identify display stand objectives
and contexts
‘Timeframes’:

The amount of time you have to plan for a
display stand

Some are very short, some are very long

Start planning as soon as you receive
notification of the need for a display stand

Realise objectives or other requirements can
change over time and you must comply with these
modifications
Slide 11
Identify display stand objectives
and contexts
People to talk to in order to identify objectives and context:

Management

Owners

Merchandising department

Marketing department
(Continued)
Slide 12
Identify display stand objectives
and contexts

Relevant department managers

Sales department

Frontline, customer contact staff

Suppliers

Other outlets or venues in your organisation
Slide 13
Identify display stand objectives
and contexts
A ‘project brief’ is a written description of what is required
for a display stand in terms of:

Objectives

Context

Rationale for the display stand
Slide 14
Identify display stand objectives
and contexts
There are limits to what every display stand can achieve:

Managers often expect them to achieve ‘too much’

You must address unrealistic expectations and explain
the limits

Display stands often need to be part of a wider
approach to promotion or other sales-related activity
Slide 15
Identify audience
It is important to identify the audience for a display stand
as this can impact in terms of:

Ideas used

Products used

Signage and language used

Materials used

Personnel to staff the display stand
Slide 16
Identify audience
Examples of possible audiences:

New customers (‘prospects’)

Existing or past customers

Businesses

Children
(Continued)
Slide 17
Identify audience

Busy people

People seeking to celebrate an event or occasion

People looking for a new experience

People of different ages

People from different cultures

People from different backgrounds
Slide 18
Identify audience
Audience may be identified using ‘demographic profiles’
which can relate to the target market in terms of:

Age

Gender

Nationality

Education level

Language spoken

Buying power

Motivators to buy
Slide 19
Identify operational requirements,
information and constraints
All display stands must conform to internally or externally
imposed requirements.
An important aspect is to identify the products to be
displayed. It is critical to:

Clearly identify all the products

Ensure sufficient quantities of these products
are in stock
Slide 20
Identify operational requirements,
information and constraints
A ‘Product List’ should be developed of all products
needed for a display stand. The list should contain:

Brand names of items

Size (weight; volume – mls, gms, litres)

Colours

Styles

Model types
Slide 21
Identify operational requirements,
information and constraints
The product or service being promoted must always be
treated in a suitable manner to maintain ‘product integrity’:

This definition varies between businesses and products

The aim is to never downgrade or denigrate the product
or service by the way it is presented

It is often a matter of personal taste

No display stand should give offence
Slide 22
Identify operational requirements,
information and constraints
Internal operational requirements regarding a display
stand will be determined by:

Budget

Dates

Times

Staffing

Consumables
Slide 23
Identify operational requirements,
information and constraints
In relation to ‘Budget’:

There is always a budget

The budget = money available for the display stand

Funds may be made available by:
• Your business
• Suppliers
• Joint venturers or partners
• Other supporters
Slide 24
Identify operational requirements,
information and constraints
Questions to ask regarding Budget for a display stand:

How much is the budget?

Is the budget made up partly of cash and partly in
product?

Where is the money coming from?

Do you need to get a number of different quotes before
making a purchase?
(Continued)
Slide 25
Identify operational requirements,
information and constraints

What happens to items bought for the display when the
display is over?

What protocols do you need to follow when purchasing
product or materials for the display stand?

What authorisation is required before money can be
spent?

Is special approval needed for expenditure over
a certain amount?

Is there a requirement that the money allocated for the
display stand has to be spent by a certain date?
Slide 26
Identify operational requirements,
information and constraints
Requirements relating to dates:

Most display stands are for several days – not hours

Where the display stand is at a remote location there
will be a requirement for the it to:
• Be ready by a set date
• Remain active until a given date

Verify dates by checking the day of the week against
the date of the month
Slide 27
Identify operational requirements,
information and constraints
Requirements relating to time – display stands:

May be required to operate 24/7 or just ‘set times’

May be required to be staffed at some times and not at
others

Different times may apply on different days (such as
weekends, public holidays, ‘busy’ days)
Slide 28
Identify operational requirements,
information and constraints
Requirements relating to staffing:

Display stands may require staff:
• All the time they are active
• At certain times only

Undertake a wide range of customer service tasks

Must select the ‘right’ people
Slide 29
Identify operational requirements,
information and constraints
‘Consumables’ = anything people can take from the
display stand, for example:

Pens, rulers, caps

Show bags, fridge magnets

Posters

Merchandise

Food and beverages – for giveaway, sampling, tasting
or demonstrations
Slide 30
Identify operational requirements,
information and constraints
Points to note about consumables:

Food and beverages must be stored safely

Consumables may need to change throughout the day
or from day to day as the focus of the display stand
changes

Support signage may also need to change to reflect
what is being offered, promoted and given away
Slide 31
Identify operational requirements,
information and constraints
‘External regulations’:

Are requirements imposed by an outside organisation
when you operate a display stand on their
premises

They are non-negotiable rules you must
comply with if you want to operate display stand
at their venue

Failure to adhere to the regulations can result in added
cost or being banned from participating
Slide 32
Identify operational requirements,
information and constraints
External requirements can relate to:

Access times

Working times

Vehicle access
(Continued)
Slide 33
Identify operational requirements,
information and constraints

Parking

Materials which can and cannot be used

Displays to be of ‘good taste’
(Continued)
Slide 34
Identify operational requirements,
information and constraints

Permanent fixtures and fittings

Display times

Special display stand requirements
(Continued)
Slide 35
Identify operational requirements,
information and constraints

Arrangements in relation to utilities

Floor plans

Statement in relation to workplace safety and health
(Continued)
Slide 36
Identify operational requirements,
information and constraints

Security

Noise levels

Smoking
(Continued)
Slide 37
Identify operational requirements,
information and constraints

Dismantling the display stand

Cleaning up and waste disposal

Insurance

Risk assessment
Slide 38
Identify operational requirements,
information and constraints
Constraints exist for all display stands and can include:

Time

Budget
(Continued)
Slide 39
Identify operational requirements,
information and constraints

Staff

Availability of materials
(Continued)
Slide 40
Identify operational requirements,
information and constraints

Space

Product characteristics
Slide 41
Identify resources available to
support development and creation
‘Resources’ = anything which can be used to prepare and
operate a display stand.
Resources comprise:

Human resources

Financial resources

Information

Physical resources
Slide 42
Identify resources available to
support development and creation
Human resources = people, personnel:

From within your business or organisation

Outside your business
Slide 43
Identify resources available to
support development and creation
Financial resources = the budget for the display stand
Can exist in the form of:

Cash

‘In kind’ – product and or labour
Slide 44
Identify resources available to
support development and creation
Information as a resource can include:

Project brief

Project plan

Personal experience

Internal files, data and statistics

Feedback from others

Applicable regulations and requirements
Slide 45
Identify resources available to
support development and creation
‘Physical’ resources:

A wide range exists

Search ‘visual merchandising’ on the ‘Net

New products emerging almost daily

Try to acquire resources which can be reused

Cost is always an issue
Slide 46
Identify resources available to
support development and creation
Examples of physical resources include:

Wide range of lights

Stands

Furniture

Plants

Products and samples

Much, much more
Slide 47
Identify resources available to
support development and creation
‘Personal toolbox’:

Develop your own toolbox to help when working on
display stands

It should contain ‘the basics’ – things you will regularly
need and use when constructing a display stand
Slide 48
Identify resources available to
support development and creation
Start your own ‘personal library’:

Of anything to do with display stands

Text books, magazines, articles, catalogues

Anything which you think is a ‘good idea’ or
might be of use in the future

Register to receive mail outs, emails and other
free items from suppliers
Slide 49
Summary – Element 1
When describing display stand requirements:

Define the objectives

Identify the context

Determine timeframes
(Continued)
Slide 50
Summary – Element 1

Involve relevant stakeholders

Obtain a ‘project brief’, if possible

Realise there are limits to what a display stand can
achieve
(Continued)
Slide 51
Summary – Element 1

Describe the audience using demographics

Know the operational requirements and constraints

Be certain about the products and services to be
promoted
(Continued)
Slide 52
Summary – Element 1

Maintain product integrity

Identify and obtain human, financial, informational and
physical resources to create and support the display
stand
Slide 53
Element 2: Plan display stand
Performance Criteria for this Element are:

Liaise with relevant personnel to establish plan for
display stand

Develop display ideas

Prepare display plan

Source and obtain materials to construct, dress or
support the maintenance of the display stand
Slide 54
Liaise with relevant personnel to
establish plan for display/stand
There can be a need to liaise with the following people
when planning a display stand:

Customers – the audience for the display stand

Colleagues

Managers

Owners
(Continued)
Slide 55
Liaise with relevant personnel to
establish plan for display stand

Teachers, trainers

Team leaders, supervisors

Marketing personnel

Suppliers and manufacturers

External personnel with specific expertise
Slide 56
Liaise with relevant personnel to
establish plan for display stand
Points to note about external help from ‘specialists’:

You will be expected to develop and construct most
small, in-house display stands on your own

Larger, more complex or off-site display stands
may require help from external specialists

To source relevant assistance:
• Search under ‘Display’ and ‘Merchandising’ in
the telephone book
• Talk to suppliers and ask who they can suggest or
recommend
Slide 57
Liaise with relevant personnel to
establish plan for display stand
Professional display and merchandising organisations can
provide fundamental, business-wide services and
assistance such as:

Strategic analysis and review

Positioning strategies

Communication strategies
(Continued)
Slide 58
Liaise with relevant personnel to
establish plan for display stand

Corporate brand creation and development

Customer profiling services

Promotional planning
(Continued)
Slide 59
Liaise with relevant personnel to
establish plan for display stand

Market segmentation services

Visual merchandising systems

Naming research and advice

Venue layout
Slide 60
Liaise with relevant personnel to
establish plan for display stand
External organisations and specialists can also provide
one-off services such as:

Theme identification and creation

Fabrication of stands and fixtures

Sourcing and purchasing
(Continued)
Slide 61
Liaise with relevant personnel to
establish plan for display stand

Dressing of items

Design of décor

Supply of props
(Continued)
Slide 62
Liaise with relevant personnel to
establish plan for display stand

Photographic services

Specialist lighting

Multimedia displays
(Continued)
Slide 63
Liaise with relevant personnel to
establish plan for display stand

Coordination of project-specific work

Integration of suppliers

Compliance with necessary regulations and
requirements
(Continued)
Slide 64
Liaise with relevant personnel to
establish plan for display stand

Transportation of materials and equipment

Creating of the display stand

Dismantling and clean-up
Slide 65
Liaise with relevant personnel to
establish plan for display stand
Further points to note about outside specialists:

You usually require outside help for only one or two
things (not everything they offer)

Some specialists will visit your workplace and produce
a ‘Merchandising Manual’ specific to your venue or
location

Engage a specialist with experience in your industry
sub-sector

Let the buyer beware

You get what you pay for
Slide 66
Liaise with relevant personnel to
establish plan for display stand
Benefits of using an outside specialist:

They have immense experience

They know the ‘tricks of the trade’

They have up to date information
(Continued)
Slide 67
Liaise with relevant personnel to
establish plan for display stand

They rely on market research

They may survey, develop and refine the approach they
take to a display stand

There is a reduced ‘worry factor’
Slide 68
Liaise with relevant personnel to
establish plan for display stand
Limitations and drawbacks on the use of outside
specialists:

They charge for what they do – you need to have
sufficient funds to be able to afford to use them

There are no guarantees – you can pay a fortune but
still not achieve the results you wanted or expected
Slide 69
Liaise with relevant personnel to
establish plan for display stand
If you decide to use an outside specialist you should:

Meet with them face to face

Prepare all relevant information regarding what is
required to share with them

Discuss your requirements, expectations and
constraints with them
Slide 70
Liaise with relevant personnel to
establish plan for display stand
If using outside specialists to assist with display stands
you need to provide them with information as follows:

Project brief

Budget

Venue
(Continued)
Slide 71
Liaise with relevant personnel to
establish plan for display stand

Objectives

Timeframes

Regulations and requirements

Post-event appraisal
Slide 72
Develop display ideas
In relation to ideas for display stands:

Some ideas are imposed on you (as ‘requirements’)

Some ideas come to you automatically

Some you will need to work on

Original display stands require more thought

More thought increases the chance the display stand
will achieve the identified objectives
Slide 73
Develop display ideas
Standard methods to generate ideas for display stands:

Look at what others are doing

Read a magazine

Search your personal library

Watch television

Read trade literature

Do a training course
Slide 74
Develop display ideas
You can also use creative thinking techniques such as:

Visualisation

Brainstorming
(Continued)
Slide 75
Develop display ideas

Lateral thinking

Product association
Slide 76
Prepare display plan
Preparing a ‘display plan’:

Is standard for all display stands

Research done and information gathered to date will
form the basis

Can be determined by the nature of the individual
display stand
(Continued)
Slide 77
Prepare display plan

Can be determined by the space and location for the
display stand, limited by
• Available space
• Physical facilities
• Expected volume and direction of pedestrian traffic
• Location, availability and connections to utilities
(Continued)
Slide 78
Prepare display plan

Always prepare a display plan for every display stand

More time and effort goes into ‘important’ display stands

Some display plans are quite simple and very basic

Requires the development of a paper-based document
Slide 79
Prepare display plan
Contents of a display plan:

Details of the theme for the display stand

Rationale for the theme

Graphic representation

Required resources
(Continued)
Slide 80
Prepare display plan

Cost

Colour, décor and overall presentation

Other relevant issues and information:
• Market research data
• Input and feedback from stakeholders
• Risk management findings
Slide 81
Prepare display plan
Reasons to use and prepare display plans:

Provides a blueprint for construction

Forces considerations of, and accommodation for,
pedestrian traffic

Helps determine staffing requirements

Generates resources list which is directly related to the
cost of the project
Slide 82
Prepare display plan
Additional points:

Display plans help determine if items will fit and where
they will be located

Modularised templates can be used as basis

Management approval may be needed

Start sourcing resources immediately requirements are
identified

Always prepare a display plan
“If you fail to plan, you plan to fail.”
Slide 83
Prepare display plan
‘Creativity’:

You are expected to be creative, but:
• Follow established procedures first
• Be creative later

Refer to your library or portfolio for ideas and inspiration

Be prepared to copy others or modify what others have
done
Slide 84
Prepare display plan
The ‘first precious seconds’:

Refers to the amount of time you have to grab
people’s attention and get them to look at or visit
the display stand

Are a critical time in terms of the
success and effectiveness of the display stand

You must send a clear and unambiguous message that
people can understand and interpret immediately
Slide 85
Prepare display plan
‘Placement’ of the display stand:

May be dictated by the site or location

Exposure is the prime requirement – location,
location, location!

Size is not the main factor for display stands
– ‘placement’ is the key
Slide 86
Prepare display plan
Questions to ask when you are able to make decisions
about placement:

Can the display be viewed from both sides?

Do I have enough stock to support the display?

Is the overhead lighting adequate?
(Continued)
Slide 87
Prepare display plan

Is the display stand near a high-traffic area?

Is there a need for a smaller ‘back-up’ display near or
on a sales or service counter to facilitate sales?
Slide 88
Prepare display plan
Props = anything to draw attention to or supplement a
stand/display (except stock):

Usually the first point of contact with the customer at a
display stand

Must send an immediate message

Must scream ‘Look at me, look at me!’

Must reflect the product/service being
promoted
(Continued)
Slide 89
Prepare display plan

Must maintain the integrity of the product or service:
• The product must be the hero with integrity
• The display must complement and balance the
product, not dominate or detract from it

Must be clean, tidy and of top-quality
Slide 90
Source and obtain materials to
construct and dress the display stand
Points to note when acquiring resources:

Make sure they are appropriate and good quality

Obtain them to enable construction, dressing and
operation of the stand/display

Seek reusable items
(Continued)
Slide 91
Source and obtain materials to
construct and dress the display stand

Ask a variety of people, organisations and bodies for
help and or donations

Start to source resources immediately you know you
need them
Slide 92
Source and obtain materials to
construct and dress the display stand
Possible sources of resources:

Head office

Suppliers of products and services you sell or use

Product manufacturers

Support industries

Other sites and venues in your wider organisation
(Continued)
Slide 93
Source and obtain materials to
construct and dress the display stand

Local businesses and operators

Professional display organisations

Individual staff

Your store rooms
You must be proactive!
Slide 94
Summary – Element 2
When planning display stand:

Liaise and communicate with relevant stakeholders

Consider using the expertise and experience of external
professionals, specialists and consultants

Include feedback and the opinions and input of others
as part of the planning process
(Continued)
Slide 95
Summary – Element 2

Develop fresh ideas for your display stands using
acknowledged idea-generation and creative thinking
techniques

Test ideas for display stands, if time allows

Prepare a ‘project plan’
(Continued)
Slide 96
Summary – Element 2

Recognise the value and importance of ‘the first
precious seconds’

Ensure there is sufficient product to support the display
stand

Identify appropriate display props and materials
(Continued)
Slide 97
Summary – Element 2

Make sure the product is ‘the hero with integrity’

Acquire quality materials to prepare and dress the
display stand
Slide 98
Element 3: Create display stand
Performance Criteria for this Element are:

Construct the display stand

Dress the display stand

Apply established display techniques

Use display materials

Verify display stand meets identified operational
requirements, information and constraints
Slide 99
Construct the display stand
Fundamental requirements when constructing a display
stand:

Prepare a plan

Construct the display stand in accordance with the plan

Adhere to budget

Comply with constraints

Maintain ‘decency’
(Continued)
Slide 100
Construct the display stand

Ensure product is ‘hero with integrity’

Strive for high visibility

See things through the eyes of the audience

Make safety a priority
Slide 101
Construct the display stand
Be aware of safety issues when constructing display
stands especially in relation to:

Inflation pressures and pressure limits

Load limits

Balance
Slide 102
Construct the display stand
You (employer, or manager, or supervisor) are under the
following obligations regarding staff constructing display
stands:

Provide safety training and clear safety rules

Encourage staff involvement in safety

Maintain an ‘Injury Register’

Adhere to local health, safety and welfare legislation
(Continued)
Slide 103
Construct the display stand

Provide information in different languages to meet staff
needs

Provide necessary PPE

Maintain safe workplace and monitor safety issues

Provide well-lit and ventilated work areas
(Continued)
Slide 104
Construct the display stand

Provide first aid

Ensure health and safety of customers and the public

Provide safe access and egress

Supervise staff
Slide 105
Construct the display stand
Health, safety and welfare obligations on staff :

Take responsibility for their personal safety and welfare

Use provided safety equipment and clothing

Follow legislated regulations

Stop work when it is unsafe to work
(Continued)
Slide 106
Construct the display stand

Report accidents, near-misses and illnesses

Report unsafe equipment or requiring repair

Never interfere with a person trying to help someone
else and provide first aid

Cooperate with the employer in relation to health, safety
and welfare issues
(Continued)
Slide 107
Construct the display stand

Act professionally and responsibly

Enforce legal requirements when non-compliance is
identified

Inform employers of health, safety and welfare
breaches

Ensure a hygienic and safe workplace in accordance
with individual scope of responsibility
Slide 108
Construct the display stand
Causes of accidents related to display stands:

Untrained staff

Using faulty, incorrect or unstable equipment

Careless staff
(Continued)
Slide 109
Construct the display stand

Inappropriate spaces to work in

Obstructions and tripping hazards

Incorrectly stored items

Horse-play by staff
Slide 110
Construct the display stand
Points to note about workplace accidents:

They all cause problems, pain and/or loss

Employer has an obligation to minimise
workplace accidents and injury

All accidents and incidents must be reported and
recorded
Slide 111
Construct the display stand
Items commonly associated with accidents and injury:

Box cutters and knives

Nail guns and staple guns

Ladders
(Continued)
Slide 112
Construct the display stand

Glue guns

Power tools

Props of any type
Slide 113
Construct the display stand
Safe lifting guidelines:

Use common sense to determine personal
maximum lifting limit

Heavier loads increase risk of injury

Use lifting devices

Do not lift anything over 16kg

Use team lift or mechanical aid for anything
over 55kg
Slide 114
Dress the display stand
‘Dressing’ the display stand:

Refers to decorating it and ‘making it ready’

Includes:
• Application of display techniques
• Use of display materials
Slide 115
Dress the display stand
Dressing techniques and tips:

Follow the display plan

Comply with site-specific requirements and regulations

Make sure everything used is clean and in good
condition

Secure posters by invisibly pinning them or using
double-sided tape
(Continued)
Slide 116
Dress the display stand

Use fishing line to suspend items

Staff hats and caps to enhance presentation

Iron T-shirts and clothes prior to displaying
(folding or suspending) them

Trim all loose ends – fabrics and ‘nylon’
(Continued)
Slide 117
Dress the display stand

Iron all fabric prior to use

Dress the back of the display stand

Use suitable artefacts:
• Cultural artefacts
• Industry artefacts
Slide 118
Dress the display stand
When dressing display stands ‘Keep it simple’:

Do not crowd or clutter

Highlight the product not the setting

Over-decoration causes confusion and can ‘hide’
the real objective for the display stand
Slide 119
Apply established display
techniques
Display techniques:

Basic display format is a triangular shape – known as
‘pyramid effect’

There are three applications of this:
• Symmetrical
• Asymmetrical
• Repetitious
Slide 120
Apply established display
techniques
‘Symmetrical’ = standard triangular shape with highest
point at top, centre:
Slide 121
Apply established display
techniques
‘Asymmetrical’ = a ‘left to right’ or ‘right to left triangle:
Slide 122
Apply established display
techniques
‘Repetitious’ = identical placement of products, repeated
three times:
Slide 123
Apply established display
techniques
When placing brochures and signs ensure:

They are not hidden from view

They are not buried too deeply in the
display stand

Brochures can be reached and taken

Placement is at eye-level
Slide 124
Apply established display
techniques
‘Keep it tight’ is related to ‘keep it simple’:

Keep items close together, even overlapping each other

Items which are too far apart make the display stand
look disjointed

If items are ‘too close’, the display stand will look
cluttered and focus risks being lost
Slide 125
Apply established display
techniques
Additional display tips:

Match the display stand to the characteristics
of the products and services being promoted

Verify the display plan is implemented as approved

Stand back and view the display stand from a distance
once it has been completed. Change it if necessary

Verify the integrity of the product or service being
promoted
Slide 126
Use display materials
Reasons to use display materials. They:

Add interest

Add colour

Can create or extend a theme

Provide variety
(Colour)
Slide 127
Use display materials

Help attract attention

Differentiate one display stand from another

Give people a reason to view or visit the display stand

Provide advice and information
Slide 128
Use display materials
Examples of display materials:

Flags

Boxes

Fabrics

Signs

Pamphlets

Product samples

Local produce
Slide 129
Use display materials
‘Flags’ include pennants, banners and traditional flags:

Are available in wide range of sizes

Can be hung from roof, or pinned to backdrop

Support international theme, or a specific
country

They are reusable

National flag for your country:
•
Is readily recognised
•
Creates nationalistic sentiment
Slide 130
Use display materials
Cardboard ‘boxes’:

A common, useful, readily available and inexpensive
display tool

Can be stacked on top of each other to
create ‘height’

Can be used as a display in their own right

Can form a platform on which to showcase
items

Can be used as a display unit
Slide 131
Use display materials
‘Fabric’ is important in displays because:

It is inexpensive

It can be reused

It is available in range of types and colours

It hides joins, stains and damage

It will disguise ‘tired’ and unsightly displays
Slide 132
Use display materials
Fabric can be used in the following ways:

Draped over a rod suspended by fishing line

Invisibly pinned to a board

Wrapped or draped around the display stand
or an item

Arranged into folds to create a multi-dimensional
surface into which items can be placed
Slide 133
Use display materials
Colours of fabrics can be used to create an illusion and
support a theme, for example:

Green fabric = grass

Blue fabric = water or the sky

Colours of the national flag

Red = heat, fire
Slide 134
Use display materials
‘Signs’ in a display stand:

Provide information

State prices

Showcase symbols and logos

May be the dominant medium or a supplementary
display tool
Slide 135
Use display materials
Signs may be:

Produced in-house – hand-written or computergenerated

Bought in – semi-prepared

Obtained from suppliers free of charge
Slide 136
Use display materials
Common traps when using signs:

Using too many signs

Size of signs – too big or too small

Inappropriate wording on the signs

Wrong font

Words too big or too small

Incorrect spelling or grammar

Too many words on the sign – too ‘busy’
Slide 137
Use display materials
Also note:

Large card signs can support lightweight props

Make sure the placement of the signs does not obscure
the display stand

Double-check before using:
• Spelling and grammar
• Prices
Slide 138
Use display materials
Signs may be displayed using ‘stands’:

Available in a wide range of shapes and sizes

Suitable for holding posters, signs,
brochures and other promotional materials

Options include:
• Poster and hanging frames
• Wall-mounted
• Free-standing
Slide 139
Use display materials
‘Pamphlets’ may be:

Produced in-house

Created by an external, professional marketing
company

Provided free of charge by suppliers
Slide 140
Use display materials
Pamphlets can be presented in a variety of ways:

Pinned at certain pages

Fanned out

Rolled up and tied with ribbon
(Continued)
Slide 141
Use display materials

Shaped into a wave formation

Inserted into free-standing display units

Handed out to passers-by
Slide 142
Use display materials
‘Product samples’:
Samples

Commonly used

Inexpensive

Essential in terms of tastings and demonstrations

Avoid their overuse
Slide 143
Use display materials
If you decide to use product samples, contact suppliers
and ask for help or contributions. They may:

Provide staff to assist

Give free product

Contribute ideas

Lend you materials

Provide prizes or giveaways
Slide 144
Use display materials
Use of ‘Local products’:

Usually inexpensive

Useful in joint-venture display stands with others in your
supply chain

Promotes the local area and businesses

Demands you ask local suppliers for donations
Slide 145
Verify display stand meets identified
operational requirements and
constraints
All display stands must meet all identified operational
requirements and constraints.
You can ensure your display stands do this by:

Liaising with relevant stakeholders

Obtaining and reading site regulations
(where applicable)

Knowing the objectives and context for the display
stand
(Continued)
Slide 146
Verify display stand meets identified
operational requirements and
constraints

Creating and obtaining management approval for a
display plan

Seeking feedback on what has been done

Checking eye-lines and lines of sight

Inspecting and analysing the completed stand/display
It is vital to address any identified non-compliance.
Slide 147
Summary – Element 3
When creating display stand:

Follow the display plan

Observe all constraints

Make safety a priority
(Continued)
Slide 148
Summary – Element 3

Use equipment correctly and safely

Dress the stand appropriately

Keep it simple
(Continued)
Slide 149
Summary – Element 3

Strive for neatness and attractiveness

Use a form of the ‘pyramid effect’ when placing items
on a display stand

Locate signs at eye-level
(Continued)
Slide 150
Summary – Element 3

Keep it tight

Use a range of display materials appropriate to the
products and services being promoted and the
objectives for the project
(Continued)
Slide 151
Summary – Element 3

Include three-dimensional materials, samples and
paper-based materials

Ensure compliance with relevant requirements and
legislation
Slide 152
Element 4: Use display stand
Performance Criteria for this Element are:

Staff the display stand as required

Provide customer service during display

Follow-up sales opportunities after initial contact
Slide 153
Staff the display stand as required
When staffing a display stand:

It is critical to:
• Choose the right people
• Select sufficient numbers

Realise staffing needs for each display stand will vary
Slide 154
Staff the display stand as required
It is vital to know what activities staff are expected to
undertake in relation to display stands in order to:

Match suitable staff to identified roles and
responsibilities

Determine numbers of staff required

Identify days, times and hours to be worked

Verify labour costs are within budget

Prepare and deliver necessary training
Slide 155
Staff the display stand as required
When choosing staff for display stands:

Individuals’ background must be researched

It is essential they are ‘suitable’, because:
• They are on public view
• They are representing the business and
people judge the company by their employees
(Continued)
Slide 156
Staff the display stand as required

Different products and services may necessitate the
use of different staff

All staff used must have:
• Excellent personal presentation
• Outstanding interpersonal and
communication skills
(Continued)
Slide 157
Staff the display stand as required

Staff rostering for display stands must address
• Backfilling, as required
• Coverage of all hours including breaks
• Enough staff to handle expected volume of visitors
• Capacity to undertake all identified tasks
(Continued)
Slide 158
Staff the display stand as required

Development of a growing pool of staff suitable for use
on display stands:
• Multi-skilling and cross-training staff
• Grooming individuals for certain roles
• Factoring in previous display stand
experience
• Recognizing and rewarding employee participation
with display stands
Slide 159
Staff the display stand as required
Issues related to staffing display stands:

Design of the stand must accommodate needs of staff:
• Where they will stand, sit or work from
• Facilities for them
(Continued)
Slide 160
Staff the display stand as required

Training of staff:
• Provision of skills and knowledge
• Explanation of details of offers and packages
• Practice in relevant skills
• Use of role plays and simulations
(Continued)
Slide 161
Staff the display stand as required

Provision of a briefing for staff, covering:
• Reasons the display stand is being operated
• Identification of expected trade
• Explanation of Specials, deals and offers
• Allocation of tasks
• Description of changed protocols for the display stand
(Continued)
Slide 162
Staff the display stand as required

Inspection of staff:
• Prior to starting work on a display stand
• Throughout the operation of the display stand
(Continued)
Slide 163
Staff the display stand as required

Supervision of staff:
• Observing actual practice/work while staffing the
display stand
• Providing extra staff, when required
• Intervening and helping as required
• Obtaining feedback from them
Slide 164
Staff the display stand as required
Possible staffing-related constraints:

Staff may be reluctant to participate when asked

Working on a display stand may be seen as a chore

Staff may be unreliable

The right people in the right number
must be found

They have to be good
Slide 165
Provide customer service during
display
Pre-requisites for staff working on display stands:

Must attend required training

Must participate in the briefing for the
display stand

Excellent personal presentation

Adhere to the roster

Realise this work involves multiple (and unexpected)
roles
Slide 166
Provide customer service during
display
Examples of ‘customer-service’ roles staff can be required
to undertake at display stands:

Generating interest in the display stand

Responding to questions and enquiries
(Continued)
Slide 167
Provide customer service during
display

Capturing data from customers and visitors

Conducting demonstrations:
• Demonstrating delivery of a service
• Encouraging customers and visitors to try what is
being offered
• Giving tastes of products or distributing sample
products
(Continued)
Slide 168
Provide customer service during
display

Making and processing sales:
•
Applying appropriate sales techniques
•
Addressing concerns and negotiating
•
Overcoming buying objections and closing sales
•
Registering sales and handling cash and other payments
•
Recording details
•
Wrapping and packaging
(Continued)
Slide 169
Provide customer service during
display


Taking reservations:
•
Entering details on CRS
•
Requesting, taking and processing deposits
•
Explaining terms and conditions and issuing
tickets/receipts
Maintaining appearance of area:
•
Restocking and replenishing
•
Cleaning and tidying
(Continued)
Slide 170
Provide customer service during
display

Monitoring customers and visitors:
• Providing security and safety
• Protecting products and assets

Making arrangements for follow-up action:
• Obtaining names and contact details
• Recording requirements to be addressed
Slide 171
Follow-up sales opportunities after
initial contact
‘Customers’ = those who have bought from you or from the
business.
Includes:

Those who buy at the display stand

Those who have bought prior to attending
the display stand

Those who have paid a deposit
Slide 172
Follow-up sales opportunities after
initial contact
‘Prospects’ = those who it is believed may buy from you:

Can include:
• People identified by staff as being interested
• Those who say they are interested
• Anyone who asks for information
• People who provide their contact details
• Those who request a sales call or visit
Slide 173
Follow-up sales opportunities after
initial contact
‘Customers’ and ‘prospects’ can include:

Private people, individuals

Groups and families

Businesses and organisations

Government agencies

Anyone or any organisation locally, nationally and
internationally
Slide 174
Follow-up sales opportunities after
initial contact
Any follow-up action is always subject to:

Organisational policies and procedures

Information provided about the prospect or customer
Slide 175
Follow-up sales opportunities after
initial contact
Follow-up activities may include:

Telephoning the person, business, group or
organisation

Making in-person visits

E-mailing information
(Continued)
Slide 176
Follow-up sales opportunities after
initial contact

Forwarding materials and information

Adding information to internal CRS/CMS
(Continued)
Slide 177
Follow-up sales opportunities after
initial contact

Liaising with colleagues and others:
• To advise of new or updated information
• To share contacts and details
• To notify different identified requirements of
customers and prospects
• To communicate identified buying constraints of
prospects
• To update progress of negotiations/sales talks
(Continued)
Slide 178
Follow-up sales opportunities after
initial contact

Inviting the prospect to visit your workplace:
• To meet management
• Discuss their requirements
• Experience a ‘fam tour’
• Sample what you have to offer
Slide 179
Summary – Element 4
When using display stand:

Select suitable staff

Select sufficient staff

Prepare a roster for staffing the display stand
(Continued)
Slide 180
Summary – Element 4

Identify all the activities staff are required to undertake
when working on a display stand

Provide training to staff

Conduct a staff briefing before each display stand
(Continued)
Slide 181
Summary – Element 4

Allocate roles and responsibilities to individuals who will
staff a display stand

Grow and groom staff to work on display stands

Be aware of the need to back-fill staff who work on
display stands
(Continued)
Slide 182
Summary – Element 4

Capture details of people who show interest in the
display stand or who have specific needs which need to
be followed-up

Follow-up on all contacts and sales opportunities
generated by the display stand

Observe all organisational protocols when following-up
with customers and prospects
Slide 183
Element 5: Maintain display stand
Performance Criteria for this Element are:

Keep display stand clean and tidy

Replenish products and materials as necessary

Review and alter display stand as required
Slide 184
Keep display stand clean and tidy
It is important to keep stands clean and tidy for the
following reasons:

The appearance of the display stand reflects the
business

People judge the business by the way the display stand
looks

To attract visitors and interest
(Continued)
Slide 185
Keep display stand clean and tidy

To optimise chance of attaining identified objectives for
the display stand

To comply with internal and external requirements

To match what the others are doing with their display
stands

For your own personal satisfaction
Slide 186
Keep display stand clean and tidy
Basic requirements for maintaining a display stand are to
keep it:

Clean

Tidy

Stocked
Slide 187
Keep display stand clean and tidy
Activities to keep display stand clean and tidy:

Rubbish removal

Regular dusting and cleaning

Repositioning of items
(Continued)
Slide 188
Keep display stand clean and tidy

Replacement of items as required

Cleaning the display stand itself

Replacement of signs as necessary

Maintaining personal appearance
Slide 189
Replenish products and materials
as necessary
Products and materials need to be replenished throughout
the life of a display stand:

Products = items of stock for:
• Sale
• Examination
• Use
(Continued)
Slide 190
Replenish products and materials
as necessary

Materials = any items used to:
• Advertise or promote products and services
• Provide information
• Promote the business
Slide 191
Replenish products and materials
as necessary
Stock will need to be replaced if it is :

Bought or taken by customers

Damaged

Stolen

Dropped on the floor

Removed for any reason from the stand/display
Slide 192
Replenish products and materials
as necessary
Promotional materials will need to be replaced when:

They have been given to visitors or customers

As products and services being promoted change over
the life of the display stand

Prices alter from time to time
Slide 193
Replenish products and materials
as necessary
It is important for all display stands:

To retain their original visual appearance as shown by
the display plan

To maintain a ‘full’ appearance
Slide 194
Replenish products and materials
as necessary
Activities related to stock control and price changes on
display stands:

Removing and storing ‘old stock’ for later use

Setting up new or replacement products or displays

Replacing signage as required
(Continued)
Slide 195
Replenish products and materials
as necessary

Changing prices with different products and/or at
different times

Cleaning up when other tasks are undertaken

Removing excess packaging
Slide 196
Review and alter display stand as
required
Most display stands will require you to do undertake some
changes throughout their life:

They are rarely or never ‘set and forget’

Changes can need to be made regardless of the
amount of planning which has been done

Most changes required are relatively minor
Slide 197
Review and alter display stand as
required
Reasons changes may be required to display stands:

Unexpected problems such as:
• Safety or security issues
• Lack of space or accessibility to
products

On the basis of feedback received
(Continued)
Slide 198
Review and alter display stand as
required

On the basis of your personal observation

As a result of accidents

Because a display stand is very effective
Slide 199
Review and alter display stand as
required
Examples of changes to display stands:

Changing signage

Changing products

Changing props

Changing lighting
(Continued)
Slide 200
Review and alter display stand as
required

Changing layouts

Changing video/DVD/slide presentations

Changing display styles and/or activities

All changes must align with required objectives,
requirements and constraints
Slide 201
Review and alter display stand as
required
‘Monitoring’ and ‘reviewing’ is standard industry practice
for all work including display stands:

Should occur during and after the display

Action must be taken where a need to do so is
identified
Slide 202
Review and alter display stand as
required
Topics to monitor during a stand/display:

Stock levels

Condition of display stand

Security

Safety

Positive and negative customer feedback

Customer visitation
Slide 203
Review and alter display stand as
required
Topics to review after a display has concluded:

Sales

Budget

Staff

Management support

Input from others

The overall decision-making process for the project
Slide 204
Review and alter display stand as
required
Reasons to review at the end of a display:

Identify what went well to:
• Repeat the good things next time
• Integrate positive elements into other
displays
• Pass on positive information and tips to others
(Continued)
Slide 205
Review and alter display stand as
required

Identify what did not go well to:
• Learn from your mistakes
• Learn from the experience
• Avoid making the same mistakes next time
• Provide a basis for doing things differently next time
Slide 206
Review and alter display stand as
required
Important points regarding reviews:

They must not become ‘witch hunts’

They must identify positive and negative lessons
learned
Slide 207
Summary – Element 5
When maintaining display stand:

Realise and appreciate the importance of ‘appearance’
of display stands

Keep display stands clean and tidy

Pay attention to signage and replace or update as
required
(Continued)
Slide 208
Summary – Element 5

Replenish products as required

Replace materials as they are depleted, used or taken

Rotate stock
(Continued)
Slide 209
Summary – Element 5

Monitor the display stand on a regular basis

Make changes to display stands on the basis of
ongoing monitoring, observation and feedback

Spot clean as required

Review the display stand during and after the project to
identify lessons learned
Slide 210