Merchandising Displays & Rebate Promotion
Increase the sell-in of Norton Utilities Software during the release of Windows 95 to major software retailers (including Computer City and Comp USA) in anticipation of a dramatic increase in consumer demand for anti-virus, system protection, and data recovery software that PC owners would require prior to installing Windows 95. Existing store stock and shelf space was limited.
Solution
Working with the Symantec's Channel Marketing Manager, King & Associates created 2,000 freestanding in-store merchandising displays (single, double and quad towers); test-shipped the displays; and created a video for the correct assembly and stocking of the displays – which were shipped, stocked with product, on pallets from Cupertino, California, to each store location. Graphics on the displays announced a rebate with purchase promotion.
Results
Working on tight deadlines (approx. six weeks) the in-store merchandising towers were designed, tested, produced and shipped ensuring Symantec's Norton Utilities software was available in sufficient quantities to meet consumer demand prior to the arrival of Windows 95. Actual sales of Norton Utilities for Windows 95 were double projected sales due to the unique display design, availability of stock and rebate promotion.
