China (1995-1998)

One day, I was asked to develop some store decoration and promotion in China.  The distributors were complaining that current P.O.S. materials (point of sale) from US is useless.  The posters were too big, hanging mobiles have no place to hang etc, etc.  Actually the posters were developed in Europe and are definitely too big.  I have encountered similar complaints 4 years ago so this is nothing new.  But anyway, I decided to make a trip to China and see how are the products sold through the distributors.

The IT mall is clouded with small little shops, practically no space to hang much promotion materials.  But I saw many of these shops have little pieces of papers on the products they are selling.  The walkway ceiling is low and narrow, there is not much space to hang anything.  I also notice that I have to walk up the staircase to the next floor.  This mall is particularly crowded and the distributors wanted to make their presence felt.

So I came up with 2 proposal.  We will develop a price cards which is decent and allows the the dealers to write their products, price & description.  This will be distributed to everyone even to those not selling our products.  At the edge of the staircase, we place sticker advertisement.  The colour code was similar to the price cards.