For most brands wanting to increase sales in retail stores, it is normal to focus the majority of resources and energy on creating a retail point of sale system and in-store POP displays that captivate customers and create a memorable brand experience. However, a lot of the groundwork for building a brand takes place outside of retail stores through social media initiatives, advertising and PR, eCommerce, events, and other marketing programs. Executed properly, these activities can go a long way in building brands and driving traffic to stores to increase in-store purchases. In today’s post, we’ll look at one example of an “Event Kiosk” we designed and manufactured for Wild Turkey.
Over its 75+ year history, Wild Turkey built its reputation as a tradition-rich, authentic brand of straight bourbon whiskey. As a way of building a strong grassroots customer following, Wild Turkey Distilling Co. attends a variety of whiskey festivals and events. We created the Event Kiosk shown below to represent the brand at these festivals and events.
Like any POP display, this Event Kiosk was designed to catch the attention of busy attendees while also reinforcing the brand. We started with the bar since the best way to attract customers is to let them try the product. We created a large cabinet structure on wheels with recessed lighting in the front, an interchangeable direct-printed wood sign, a solid surface counter top, an ice tub, and rear cabinets with ample storage.
We also designed a backdrop structure that included lighted shelving, a center panel with a large direct-printed Turkey, a branded header sign, gooseneck lamps, and a 21.5” digital media player that played a continuous looping video featuring Matthew McConaughey, the celebrity face of the brand.
All of the visual elements and finishes of the kiosk were designed to communicate the unique heritage and essence of the brand. While this was of primary importance, we also needed to create a highly functional and durable structure that could partially knock down and be transported safely from event to event in a set of shipping crates.
The Wild Turkey kiosk was intended to tell the brand’s unique story. It shared some of the same characteristics of the Woodinville Whiskey Event Kiosk we created below, but the Woodinville Whiskey brand has its own story to tell. If you are interested in learning more about the details of that kiosk, check out our blog: Creating an Event POP Dislay for Whiskey Festivals: Our Woodinville Whiskey Experience.
If you are looking to build your brand by cultivating brand enthusiasts at the grass roots level, establishing an impactful presence with a well designed Event Kiosk is a proven approach to generating results.
Jim Hollen is the owner and President of RICH LTD. (www.richltd.com), a 35+ year-old California-based point-of-purchase display, retail store fixture, and merchandising solutions firm which has been named among the Top 50 U.S. POP display companies for 9 consecutive years. A former management consultant with McKinsey & Co. and graduate of Stanford Business School, Jim has served more than 3000 brands and retailers over more than 20 years and has authored nearly 500 blogs and e-Books on a wide range of topics related to POP displays, store fixtures, and retail merchandising.
Jim has been to China more than 50 times and has worked directly with more than 30 factories in Asia across a broad range of material categories, including metal, wood, acrylic, injection molded and vacuum formed plastic, corrugated, glass, LED lighting, digital media player, and more. He also oversees RICH LTD.’s domestic manufacturing operation and has experience manufacturing, sourcing, and importing from numerous Asian countries as well as Vietnam and Mexico.
His experience working with brands and retailers spans more than 25 industries such as food and beverage, apparel, consumer electronics, cosmetics/beauty, sporting goods, automotive, pet, gifts and souvenirs, toys, wine and spirits, home improvement, jewelry, eyewear, footwear, consumer products, mass market retail, specialty retail, convenience stores, and numerous other product/retailer categories.