Activation Tactics
Design of the Times recognizes outstanding in-store solutions that use each of these activation tactics.
Displays/Signs
Counter/Shelf Display
Any stand-alone display that can rest on a counter, backbar or shelf. Display can be temporary or permanent.
Endcap
A singular product display built specifically for placement on a store endcap, or a collection of product and P-O-P materials set up to simulate a product display.
Freestanding, Aisle, Shipper or Pallet Display
Any display designed as a stand-alone merchandising unit.
In-Line/Gondola Display
Gondola is a secure shelving unit for stocking products that accommodates shopping from at least two sides. An in-line display is a merchandising unit designed to fit into or attach to a retailer's larger shelf fixture or gondola.
Power Wing
A product display designed to hang from a store fixture.
Signs
This can include but is not limited to floor graphics, banners, posters, static clings, danglers, wobblers, neon signs, LED signs, etc.
Path to Purchase/Digital/Mobile Solutions
Digital Signage
A flat-screen digital display. The term covers both large screens (usually mounted on walls or ceilings) and small (a few inches in size, attached at the shelf edge), as well as single-screen displays and chain-wide narrowcast networks. They offer information, advertising copy, animation, and/or broadcast-quality content.
In-Store Media
Networked advertising vehicle including coupon dispensers, shopping cart ads, in-store tv, in-store radio, check-out ads.
Interactive Display/Kiosk
A display that invites and often responds to interaction from shoppers via buttons, touchscreens, functioning product samples or other means.
Mobile Solution/Activation
The emerging practice of delivering marketing messages to "on the go" consumers via portable media devices such as cell phones and personal digital assistants.
Packaging
This can be every day packaging to a special edition, short-run packaging for a product.
Event Marketing/Sampling Programs (in or at the store)
Event Marketing is the practice of sponsoring or staging physical events as a means of engaging consumers, business partners or employees through activities relevant to the brand. Sampling is a promotional tactic in which a full or smaller version of the product is given free to consumers. Often used for new product launches to induce trial.
In-Store Activation Campaign
A campaign must utilize at least two of the in-store activation tactics listed above. Entries must explain how these elements were employed together to achieve the campaign's objectives.
National/Regional In-Store Campaign
A program designed to elevate the awareness of the brand across multiple retail platforms.
Retailer-Specific In-Store Campaign
A program that was designed to meet a specific retailer's needs.
If you have any questions, contact Peggy Milbrandt at
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