Trion Industries, maker of shelf merchandising solutions, approached us to develop a multi-pronged advertising campaign consisting of photography, print ads, magazine inserts, direct mail and an animated website feature.
To achieve the concept of ‘Art of Merchandising’ (6) 10′ gondolas were purchased as well as consumer products from a variety of channels. Each gondola was specifically merchandised by channel, as elegantly as possible, to illustrate the ‘Art of Merchandising’.
“Among competitors in our industry, Trion is number one in ad recall, and second in brand recall to only $3.75 billion Leggett and Platt, more than 75 times our size. Our design agency is Halibut Blue!”
Tony Kadysewski, Director of Marketing Communications
Trion Industries
A series of 1/3, half, full and spread ads was developed incorporating the Art of Merchandising concept. Each ad was tailored to the channel of the publication in which it appeared. Ad recall was number one.
RANKING SOURCE: Design:Retail independent brand study of 30,000 retailers
A piece we developed did triple duty as a direct mail piece, magazine insert, and poster. The direct mail was targeted to store planners and interior designers and unfolded to yield a 36″ x 24″ poster showcasing the Art of Merchandising campaign as well as the specific components utilized in the photography. The piece was inserted into several trade publications yielding over 75,000 impressions.
The website we developed for Trion allows us to integrate interesting web features to support specific campaigns. For the The Art of Merchandising campaign, we developed a website feature that responsively showcases the propped gondolas used in the advertising materials and allows the user to interact with them. When clicked, each gondola opens a lightbox that provides detailed information about each component used and its benefits for that retail space. A call-to-action button implemented on every pop-in lightbox allows the user to go directly to Trion’s web store to purchase the products.