Product display kit
Marketing collateral | Branding | Creative design
The Diamon-Fusion® product display kit is a wide range of marketing material used to help promote the benefits Diamon-Fusion® protective glass coating to glass shops around country. As the first point of representation for the consumer about what the Diamon-Fusion® coating is and how it works, the product display kit needed to catch the eyes of its onlookers. Through surveys, research, and strategic planning, I created the material and message to make that goal a reality.
The situation
A missed opportunity is a lost opportunity.
Diamon-Fusion International (DFI) is one of the world’s largest developers and distributors of protective coatings for the glass industry. After years of relying upon the glass shop to market the benefits of their glass coating, and understanding that glass shop owners are buried in their work, it was time for a change.
Opportunities for selling were falling by the wayside. Glass shops were too busy to upsell the product. And DFI couldn’t stand by and wait.
As the project lead and designer, it was my job to shake things up and come up with new ways to help glass shops market the benefits of the Diamon-Fusion® coating. The DFI team asked me to bring my A-game and I happily rose to the occasion.
The strategy
Finding the balance between quantity and quality.
The goal from the outset was clear: make some eye-catching marketing material that would stop consumers in their tracks and get them to say, “What is that?”. But before we could get there, we needed to know what kind of material glass shop owners were looking for. Working alongside DFI’s management team, I was able to gather surveys from dozens of glass shops around the country, learning what marketing collateral would be most effective, and vice-versa, what owners didn’t foresee using in their glass shops.
With the votes in, I began to curate a list of promotional items that would be used in the Product Display Kit. I kept with a bold, yet simple design for all the collateral, asking myself each step of the way if this piece encourages the user to stop and look. At its completion the kit consisted of four different pieces: one (1) shaker jar that demonstrated how Diamon-Fusion® works, three (3) callout stickers that could be placed on the “showroom” shower doors, one (1) brochure holder, and fifty (50) brochures.
The takeaways
Simplicity in a crowded world always wins.
The people spoke, and we listened. To date, over 75,000 thousand kits have been shipped throughout North America, with inquiries from over 900 glass shops. The Product Display Kit was both exciting and challenging with two great lessons to be learned:
#1) Research, ask questions, and know your audience. It wasn’t enough to throw some material in a box, ship it to the customer, and cross our fingers hoping they would use it. Research and proper understanding of DFI’s audience was the difference between making money and throwing it out the window.
#2) In a world full of noise, simplicity is gold. Throughout this project I kept reminding myself of the design idiom ‘less is more’. It was crucial to remember. While creating eye-catching marketing material was the goal, we could not overwhelm the glass shop owner (or the consumer) with material that didn’t matter or help increase sales.
My m.o.
Make real connections and a difference wherever I go by listening and learning about people’s lives around me.
My favorite quote
"You can't change the world, but you can make a corner of it pretty nice." — William Chapelle
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© 2022 Matthew Derreck Peters