To rise above the clutter of in-store promotions, just suspend an inflatable replica of your product over the aisles. This article describes how to create a custom inflatable and incorporate it into your promotion program.

You've seen them at supermarkets and sporting events: oversize, colorful, balloon-like product representations of major brands. Inflatables have been around for decades, and, as we witness the advent of a $12-billion market for point-of-purchase (POP) materials in general, it is important to explore this time-tested category. (For an overview of POP, see Doc. 6060, Point-of-Purchase Advertising.)

BENEFITS

The main benefit of inflatables as a POP option is that they literally add another dimension to an in-store promotion. They help cut through the retail clutter and lure shoppers to merchandisers and other promotional displays. Used as stand-alones, inflatables are often hung from the ceiling near a particular section of a store. For instance, shoppers looking for cold beer might be drawn to an inflatable replica of a beer bottle dangling above the beer and wine section. This type of display not only directs their search but entices them to consider a particular brand. Inflatables not only faithfully depict your product, packaging, and brand name in larger-than-life 3-D, but, compared to other types of custom displays, they are easy to set up in unlimited locations.

KEY APPLICATIONS

Inflatables are used as product replicas in temporary POP displays and as attention-getters at a wide variety of events. Smaller versions may be introduced as premiums in consumer promotions.

HOW TO CREATE YOUR INFLATABLE

The material of choice for inflatables is PVC plastic, with different thicknesses for various applications. Because this material is flexible and can be printed in just about any color, you can design inflatables to resemble anything from football helmets to animated characters to race cars.

The process is straightforward, but it may involve a number of design and production sources.

To begin, come up with your inflatable design. This might be something as simple as a product or a photograph, but it is advisable to produce artwork that accurately depicts the proper color and proportions of the inflatable. Arriving at the right design is one stage where it might pay to work with a promotion agency. Otherwise, look to your supplier for guidance.

The finished design goes directly to the manufacturer, which then produces a preproduction sample for your approval. Once all changes are made, the pieces are produced, usually overseas.

CRITICAL ISSUES

• Find experienced suppliers for all phases of production. This is a highly specialized area of POP manufacture: Specifications have to be exact, or the results can be disappointing. Go over the preproduction sample carefully, and, if you're not satisfied with it, do something about it now. Remember, it's a lot cheaper to make changes at this stage than it is when 1,000 pieces have been produced.
  
  
• Price points. Custom inflatables can cost anywhere from 50 cents to $5,000. There are no rack prices. Even when comparing, say, inflatable bottles of a given size, prices may vary widely, depending on shape, printing, and other factors. Your best bet is to work with knowledgeable suppliers to produce a cost-effective item for your needs.
  
  
• Minimum orders. Many manufacturers consider 1,000 pieces a minimum order, though for giant items like 30-foot bottles there often is no minimum.
  
  
• Turnaround time generally runs between 90 and 120 days. From the time you've approved a design, it takes about 21 days to produce a preproduction sample. After that's approved, it will be another 40 or 50 days to make the product and ship it.
  
  
• Don't forget the incentive appeal. Inflatable products can be low-cost additions to temporary displays or quality products that have lasting trophy value. Such things as inflatable boats and beach balls can be kept by merchants and distributors long after the promotion has ended. Thus they function as both a display element and an incentive.

CASE STUDIES

• A leading snack food company was looking for a successful best in-store strategy for a special price promotion on a new line of snack crackers. It designed an inexpensive cardboard merchandiser and enhanced this with a large inflatable version of each flavor of cracker in the line. This spruced up the display for maximum results and also encouraged merchants to participate in the promotion. The strategy helped the company persuade stores to grant it prized end-aisle placement for the displays.
  
  
• Sponsoring an outdoor rock and roll festival was one way an upstart beverage company sought to introduce its line of all-natural soft drinks to its target market. The company obtained a number of key locations at the festival for its concessions but worried about getting lost among the rows of vendors. To maximize the brand's presence, the company designed 15-foot-tall inflatable versions of their brightly-colored bottles and secured one to the roof of each concession stand. Given the nondescript signage of the other vendors in attendance, it looked as if the upstart company owned the place.
  
  
• Trying to increase merchant buy-in for an in-store promotion, a leading maker of suntan lotion devised an unusual dealer-loader. It produced an easy-to-stock, stand-up merchandiser and topped it with a high-quality inflatable raft bearing the company's logo. Not only did the raft fit the "summer fun" theme of the promotion, but merchants were encouraged to take it home and use it after the promotion had run its course.

FINDING A SUPPLIER

Companies wishing to produce a custom inflatable typically go through a promotion agency. The agency contracts with a broker, which works with the manufacturer. Depending on such factors as budget and in-house capabilities for design and fulfillment, you may wish to work directly with any of these suppliers. Be careful: As with other aspects of the POP industry, inflatables often entail complicated production processes and several subcontractors. Keeping a project on track requires tenacity. A reliable source of suppliers is the Point-of-Purchase Advertising Institute (see Associations, below). Several trade publications also publish directories.

To find a supplier, go to #9520, Supplier Finder.

ASSOCIATIONS

• Point-of-Purchase Advertising Institute (POPAI), which has as members about 20 percent of the companies that produce POP projects, is the best source for general information and names of suppliers. Call 202-530-3000; fax 202-530-3030; go to http://www.popai.com.
  
  
• Promotion Marketing Association (PMA). Its members are mainly companies dealing in promotion services, sales incentives, and premium merchandise. Others members include advertising agencies and consultants. PMA offers seminars and conventions throughout the year, a membership directory, and legal information services, as well as two newsletters, The Legal Bulletin and Outlook. Call 212-420-1100; fax 212-533-7622; click on http://www.pmalink.org

PUBLICATIONS

The Creative Magazine of Promotion and Marketing regularly covers sales promotions, displays, inflatables, and exhibits. Free to qualified readers, otherwise $30/year. Call 212-840-0160.

P-O-P Times, in addition to its monthly coverage of trends and technology, publishes supplements about various aspects of POP. Free to qualified readers, otherwise $55/year. Call 847-675-7400.

Point of Purchase Magazine covers POP news, trends, and strategies from the perspective of both the brand marketer and the retailer; frequent coverage of inflatables. Free to qualified subscribers, otherwise $70/10 issues. Call 800-241-9034.

Potentials in Marketing regularly runs stories on various aspects of POP design and strategy. Free to qualified readers, otherwise $24/year. Call 612-333-0471.

Promo is a monthly magazine for people who make promotion marketing part of their job. Heavy packaged-goods emphasis. Free to qualified readers, otherwise $65/year. Call 203-358-4351, 800-463-4054.