The Complete Guide To Specialty Signage
We see this a lot at retail and club stores: simple, non-custom Specialty Signage that get the job done. How can you expect to hit your sales target if you don’t invest in your presentation at the store?
You have a great product, a beautiful package, but you left out one thing – your display! A Specialty Signage Display is a great way to grab your customer’s attention on the store floor. It’s an easy thing for most brands to overlook, but this is exactly the issue we aim to solve.
Though customers are taking less trips to retail every year, each of those trips has tripled in value – meaning you have to catch their attention.
We help upgrade brands from plain to premium with our custom digitally printed Specialty Signage. A Specialty Signage Display is a point-of-sale retail display – or POS Display – used to promote and sell products.
Aspects of a Specialty Signage Display
- Custom shapes and designs
- Great for driving brand or product awareness at retail
- Hanging or standing designs
- Huge billboard like approach to the design to catch attention
- Found in most retail locations world-wide
- Can be shipped Fully Kitted or KDF
TABLE OF CONTENTS:
- Step 1: Determine Your Needs
- Step 2: Designing Specialty Signage
- Step 3: Choose A Printing Style
- Step 4: Establish A Budget
- Step 5: Creating a Dieline
- Step 6: Preparing The Artwork
- Step 7: Creating A Prototype
- Step 8: Production + Shipping
- Step 9: Following Up
Step 1: Determine Your Needs
- What type of product do you have?
- Are there new innovations you can implement?
- How many units do I need?
- How can this be an extension of my brand?
- Which retailers / club stores are you selling at?
Step 2: Designing Specialty Signage
Designing can be a fun process. Whether you’re tackling it, or working with our Creative Services team, you need to consider key things about your retail display, and your customer.
- Who is your target demographic?
- How tall are they?
- Are you selling multiple items?
- Is this a promotional item?
- Can you create alternate designs for seasonal / regional messaging?
Step 3: Choose A Printing Style
Choosing a printing option is more than simply looking at cost factors. The technology has been changing over the years, and while some older methods are still proven and effective, newer methods have introduced completely new ways to attack the marketplace.
Here are three printing options to consider:
When it comes to commercial printing needs, lithographic printing is the most used solution. And it’s great if you are creating a single design to print over and over without much customization.
One of the main issues is the upfront costs for the printing plate, and the lead time for the project.
If you choose Litho, that means you’re committing to waiting and a portion of your budget before you even get your first box.
If you are looking for a high volume production run of a single design, this is the way to go.
High Speed Digital Printing
Bennett’s digital presses are game changing for the custom retail display industry. While other companies might tell you that Digital isn’t competitive when running large orders, what they aren’t telling you is with Digital you can run a variety of designs and be extremely cost effective.
No need to pay for, or wait for, new printing plates to be made!
Digital has been growing in the industry, but only a few brands have actually started to take advantage of this huge opportunity.
Imagine creating regional messaging, designs for different stores, seasonal or product variation sizes – all without additional costs.
We were the first to invest in a high-speed, single-pass, direct-to-corrugate, 6-color digital press of its kind in North America. If you want to learn more, check out our page on Digital.
Flexographic printing will bring your cost of printing down, and tooling costs are typically lower. It has a fast turnaround time that can use both water and oil-based inks. But, compared to Lithography and Digital, Flexography has a noticeably lower printing quality.
It cannot create photo quality images, and smooth colors or gradients will have visible banding.
The colors aren’t as vibrant or crisp as the other two options, but this format of printing is inexpensive. It also doesn’t require a lot of attention to detail, and can be produced at very high speed.
Digital Printing has opened up completely new avenues for brands to create Signage. The biggest advantage of a digitally printed Specialty Signage is to use alternate print designs.
By using this approach you can create seasonal messaging, regional targeted messaging, or simply create a new look when you need to replace the display.
Each new print won’t incur additional costs thanks to Digital – because you don’t need printing plates. There’s no slow down to get you to market.
There’s no minimum quantity orders which is great for the initial proofs – but even better if you run 4-versions of a display rather than a one-size-fits-all approach.
Digital opens up a whole new world of possibilities – and we were one of the first to invest in this game changing technology. That has put us ahead of the learning curve in the industry.
Designing Signage With Digital
Here are some design tips to create an effective Specialty Signage Display from the ground up:
Determining the right aisle is paramount – but once that’s done you need to consider the customer’s flow of looking at all of your products. They’re walking by – how can you make sure they see each item exactly when you want them to?
Messaging needs to be clear and motivated. What should your customer know as they pass by the display? What can they see from across the store? Keep it concise and focused! Only the important benefits should be included here.
Include A Brochure
Including a takeaway brochure with information about the product is a great way to create customer engagement without needing a product.
Each color speaks to the customer on a different emotional level, that’s something all designers know. Why not use that on the store floor? Here’s an actual opportunity to put that knowledge into practice and create something that matches your brand in a powerful way.
Match Your Brand Colors
Most manufacturers claim they will match your brand colors accurately, but they’re not actually equipped to do that. We have some of the best printing capabilities in North America, and promise we can actually match with 100% accuracy.
Refreshing Your Look
Consider how many times you will need to replace your display over the year. Each time you do is a chance to attract more customers – so why not harness the power of Digital Printing and create a fresh look for your display at a fraction of the cost – and without slowing your speed to market.
A great display is key, but don’t forget about things like warehousing and fulfillment. You need a plan to get your display made, packed, and sent out to retailers.
When you are creating a new display, or updating an existing design, it’s important you are confident that your new partner understands all the current retailer and club store compliance guidelines.
If you design a Specialty Signage Display for retailers that won’t be approved, you’re going to have to start all over.
You need a partner that not only designs and manufactures Specialty Signage, but also understands the entire production process to get you to the storefront as fast as possible.
Step 4: Establish Your Budget
A successful Specialty Signage Display program depends on your understanding of the entire budget and economics of the entire process. Setting a budget for your display is an important step before beginning the design process.
Without a budget or even a range, the process will become inefficient and aimless.
When creating your budget, consider the price of your product, your profit margin, anticipated sales, and the length of time you expect your display to be in place.
The higher the sales price of your product, the more you should consider investing in your retail display.
How Quantity Affects Cost
After material costs, the best way to manage per unit display costs is volume. Each display design will require tooling, set-up time, and up front costs.
The longer the manufacturer can run, the more units you can use to spread those costs out.
But thanks to Digital Printing we can create multiple graphic designs for your display without increasing costs for those changes.
Using a single design shape, but unique seasonal designs you can look brand new at retail, and keep your costs relatively the same.
If you order 2000 Units at once: You would need to pay all up front tooling costs, wait for the project to be prepped, and purchase all the materials up front. Then consider the entire supply chain, including storage, of your 2000 Displays.
If you order 5 runs of 400 Units over 3 Months: You would need to pay all up front tooling costs, wait for the project to be prepped, but only purchase the initial materials up front. Then you can actually redesign the graphics of the following 4 orders of 400 Displays.
Although both orders are purchasing 2000 units, the second order has more design flexibility, and lower up front costs to get started in the market.
Because of Digital Printing, the difference between short runs and long runs are no longer much of a factor in cost.
Step 5: Creating a Dieline
Now that you have your design in place, it’s time to transfer it to the structure template, a.k.a, the dieline.
There are a few dieline and artwork preparation and requirements that need to be noted by your designated designer, even if your artwork is done and ready to go.
If you do not have a designer, then your packaging company will take care of this for you.
A dieline is typically created on a computer with a designing tool such as Adobe Illustrator, Artioscad, or Adobe InDesign. Measurements need to be precise, to save time and money.
Step 6: Preparing The Artwork
Working with your packaging partner, you will deliver high resolution quality artwork for printing. It’s best if you speak directly to the company you are working with to determine the exact specifications for their CMYK printing.
At Bennett we offer access to our award winning Creative Services to help you design, prep, and deliver all your artwork to our manufacturing teams – and ensure your project details are correct every step of the way.
Pro Tip: Need more clarification on preparing your artwork? Reach out to Bennett if you need help with any of your designs!
Step 7: Creating Prototype Signage
You should always request a prototype display to confirm the structure and printing for final production, especially if you have a very large order.
Once the prototype is created it can be delivered to you in person, or via mail carrier.
We have an array of equipment in our Creative Services Department that will match the exact quality of our High Speed Digital Printers to allow you to quickly get prototypes – and move your project along to production.
Step 8: Production + Shipping
Once you finalize everything, your retail display is ready to go into full production. You can sit back, relax, and wait for the arrival of your display!
Receiving your shipment all depends on your requested timeline, the size of the display, the method of delivery, etc.
It is different depending on your situation, but your account manager will keep you up-to-date with the production and shipping process, ensuring that you are always on track.
- Will your Display be shipped fully assembled or KDF?
- What is the weight of your Display with your Shipping Box and Supplies?
- Where will you store your Display?
- What is the cost for Packaging Supplies?
- Fulfillment costs, if any?
- How will you account for returns?
Shipping Specialty Signage Fully Assembled
Over the years we have been delivering fully assembled displays for customers across the United States without issue.
The reason you would want to choose this option is to cut down on costs. The less hands your Displays and products have to touch, the lower your costs.
You’ll want to make sure your provider can safely deliver your Displays as a 3PL.
Shipping Specialty Signage Knocked Down Flat
Shipping KDF is a great option if you want to assemble in your own facility, and prefer the safer and cheaper shipping method.
Thanks to the stacking efficiency, it’s easy to see why this is a great way to cut down on cost for some companies.
But, you will need to create and include a set of clear assembly instructions along with a parts list and any tools required for assembly.
Selecting The Right Box And Shipping Supplies
To ensure your Display arrives safely, it’s important to pick the right type of corrugated material and packaging supplies for the job.
You’ll want to talk to your manufacturer or 3PL provider to consider the best shipping box and packaging material to use.
ISTA Testing For Specialty Signage
International Safe Transit Association (ISTA) testing helps brands to create packaging that will protect against shock, vibration, compression and any other atmospheric hazards in the distribution environment.
This allows you to eliminate the need for multiple trial shipments, and get your products to market faster, while also ensuring their survival.
It can also help you negotiate lower freight and cargo insurance rates – due to the confirmed lower risk of shipment damage.
We conduct a range of shipping tests (vibration, drop test, etc.) so that you are certified and ready to go.
We partner with you through the entire process and make sure there aren’t any surprises – and if there are we are ready to solve them.
Step 9: Following up
One of the most important things you need to do is stay on top of maintenance.
Don’t neglect your display upkeep. Even the best displays will lose their appeal if they look dusty or worn down. Remember, your display represents your brand and your product – if you invest in a great display, you should make sure it stays presentable.
Displays should be checked regularly, even throughout the day. That way you can be confident they never appear “shopworn”.
If you invest in a great display, you should make sure it stays presentable.
Retail Store Audits
Brands and product companies should regularly perform retail audits to ensure stores’ merchandising is compliant with agreed-upon standards. The retail store audit process checks merchandising execution, including:
- Correct product placement including location in the store.
- Product expiration dates.
- Item counts on shelves and in back-room inventory.
- Count of facing items per SKU.
- Sufficient and accurate signage.
- Usage of floor and shelving space.
A number of people can perform audits for you. Retail staff, brands, or even third-parties can complete the task, but be sure to give them a checklist and get photos.
Audits help retailers and brands hold each other accountable. After all the agreements are in place for floor space allotment, signage and other elements, retail store audits verify the deal, and everyone is happy.
Thanks to the latest innovations you can use software that includes inventory management, and automated audit-based reordering – all great tools that can further the benefits of audits and help keep your supply chain moving.
Bennett Makes Custom Specialty Signage
Bennett is a premier packaging and retail displays manufacturing company striving to protect and promote our clients’ products with customized corrugated solutions. When you work with us, you’re part of the family. We will partner with you every step of the way.
With our fully-integrated design-to-delivery process, we can be the single supplier source. We are an award-winning manufacturer of virtually anything corrugate. We offer everything from plain brown shipping boxes to sophisticated, high-graphic printed point-of-purchase displays, and everything in between.
Frequently Asked Questions:
What is Specialty Signage?
Specialty Signage either hangs from the ceiling or are free standing units, typically using a “billboard” approach to raising awareness about your product. These are typically custom solutions, and are great lightweight solutions to enhance a campaign.
Are you retailer and club store compliant?
Of course! We have great relationships with all major retailers and club stores, and are up to date on the latest specifications and guidelines for complete compliance. If you want to go to Walmart, Target, CVS, Walgreens, Costco, Sam’s Club, BJs, or any other store – we can get you there.
Where can I order retail displays?
Bennett offers a wide variety of retail displays. No matter what kind of product you have, or display you need, we can make it. Just Contact Us and we’ll get back to you ASAP!
What Printing Styles do you offer?
We are able to produce Litho, Flexo, and specialize in Digital. We were one of the first manufacturers to invest in Digital Printing, and that’s put us ahead of the curve. Typically customers think Digital is only useful for small runs, but Digital allows you to create printing variations and create multiple runs of different targeted designs – using some of the latest innovations in marketing!