Selling Beer with Banner Stands

Printing banners for banner standsThere are a million and one ways to promote beer (or anything else for that matter) at the point of sale, but one way that’s often overlooked is the use of a simple retractable banner stand.

“They’re lightweight, portable and collapsible so that it’s easy for our account reps to take the banner stands from one place to another,” says Bob Korabek, POS designer for Caffey Distributing in Greensboro, N.C. “They’re also great for tight spaces. You can utilize them in small areas, like c-stores, where you can put them next to a beer display. And, since it’s retractable, you can also create a smaller banner that’s not as high if ceiling space is an issue.”

Korabek recently completed a couple of winning projects using retractable banner stands. One was a promotion for Blue Moon, which was tied into today’s (Aug. 31) astronomical event called, coincidentally, a blue moon (click here for another project with the blue moon promotional tie-in).

Using banner stands for point of sale displaysThe other banner was designed to be displayed in the entrance to sports bars, featuring the 2012 Carolina Panthers schedule. Since the schedule goes through the end of the year, it’s a perfect relatively long-term promotion that puts Miller front and center at least through December.

“For shorter promotions we can easily take out the previous promotion and re-use them for another one,” explains Korabek. “I just use the usual LexJet TOUGHcoat Water-Resistant Polypropylene that I get from LexJet for all my banners and apply Heavy Duty Banner Tape on the edges of the tall sides to strengthen the edges and prevent long-term curling possibilities.”

LexJet carries a full line of banner stands for any budget and any application. Here are three to check out initially:

XStand: Available in 24.5″ x 63.5″, 26.5″ x 71″ and 32.5″ x 71″ fits the bill for a cost-effective, lightweight indoor display. Click here to see the demonstration video.

MediaScreen 1: Available in 33 7/16″, 39 3/8″ and 60″ widths, this more-durable banner stand also includes a lifetime warranty and the telescoping pole adjusts the height from 63″ to 88 5/8″. Click here to view the demonstration video.

MediaScreen 3: Available in a 33 7/16″ width, this banner stand features changeable graphic cassettes so you can change the message in seconds, a lifetime warranty, a base that compensates for uneven floors, and more. Click here to see the demonstration video.

For all of the Display Hardware demonstration and how-to videos at LexJet’s YouTube channel, click here. And, if you’d like to read more about banner stand applications, tips on production and the right banner stand for the job, download LexJet’s educational white paper, Making the Most of Banner Stands, at www.lexjet.com/banner-stand-white-paper.aspx.

And, as always, if you need any additional help or information, contact a LexJet customer specialist at 800-453-9538. Happy Labor Day weekend!

Printing Unique Promotions that Stick at the Point of Sale

Printing cornhole boards for tournamentsPrinting point of sale promotions and advertising can become a bit humdrum: banners, cooler wraps, window signs… They’ve all been done, but that’s the beauty of the plethora of the latest printer technology and printable materials; you can advertise on just about anything.

At Caffey Distributing in Greensboro, N.C., production manager Bob Korabek has been finding new places to stick adhesive-backed materials to boost their brands at the point of sale, like cornhole boards for tournaments and on mini-fridges.

Cornhole, in case you’re not familiar with it, is a bean bag toss game that has swept through bars and pubs across the nation. Rumor has it that the game, at least the version now being played, was popularized in Cincinnati, moving its way south as transplanted Ohioans moved to warmer climates.

Whatever its origin, Korabek saw promotional opportunity and ran with it as local bars began holding cornhole tournaments. It’s a simple process: Korabek prints LexJet Extreme AquaVinyl w/ PSA on one of his HP Z6100 inkjet printers, applies it to the approximately 4′ x 2′ board and cuts out the vinyl where the hole at the top of the board is located.

“The bars set up four sets of boards for the tournaments, and the winners get some kind of big prize. I printed some with Miller Lite, Blue Moon and other beers we wanted to promote, usually tied in with a beer special,” explains Korabek. “Instead of just a logo in the middle of the board, I covered the entire board to give us more promotional space.”

Printing mini fridges with logos and promotionsThe printed cornhole boards have been a huge hit in the market, creating widespread interest and driving demand for both the game and the printed versions of the game.

Another popular application for adhesive-backed materials that Korabek introduced to the market is decorated mini-fridges. The graphics are usually tied to whichever sport is in season, whether it’s football or basketball.

Because the temperature of the mini-fridges can vary, Korabek was looking for a material that wouldn’t expand and contract as the fridge got colder or warmer. His customer specialist, Kelly Price, recommended LexJet TOUGHcoat Water-Resistant Self Adhesive Polypropylene.

“They’re very popular and our accounts will often buy a couple of extra ones. For one of the March Madness promotions the contest winner got a fridge with the team they wanted on the fridge. It’s a little perk that our competitors don’t provide; it’s something extra special we do for those accounts,” says Korabek.

“When I first started here 16 years ago all I had was a Gerber EDGE and a plotter. The technology has moved so quickly since then and Kelly is awesome because she keeps me up to date on new products and she gives me great suggestions that work for my printers and any application I’m trying,” adds Korabek. “Plus, with LexJet’s distribution network I get everything on time; turnaround time for me is super-fast.”

Gaining Market Share with Quantity and Quality at Carolina Premium Beverage

Large format inkjet printers for point of saleYou would be hard-pressed to find someone who loves their job more than Sandy Woods, who runs the sign shop – make that “art department” – at Carolina Premium Beverage in Concord, N.C., which is near Charlotte.

“I prefer to call it the art department because I have a degree in art  and we really focus on design as opposed to just mass producing signs,” explains Woods. “I love what I do. I have been here at Carolina Premium Beverage for five years, and have been in design my entire career. I know in my heart that I will retire here. This is home to me; I love this company.”

Using typography for point of sale designThat attitude alone is worth its weight in ink, a.k.a. liquid gold, and the art department has been instrumental in making Carolina Premium Beverage’s brands, chief among them MillerCoors, tops in the distributor’s market, which includes Charlotte and about six surrounding counties.

As you can see by the samples pictured here, design takes precedence over everything else. It is that foundation which secures valuable, premium space for Carolina’s Premium Beverage’s point-of-sale graphics.

The second piece that builds on that foundation, and which ensures the quality and timeliness of the finished prints, is the right equipment and the personal support to go along with it. “I would never want to do my job without LexJet and Kelly [Price, Woods’ customer specialist],” says Woods. “Kelly is a life saver. Most of the time, I order materials a week out, but they’re usually here the next day. When there are occasions when I need to order something right away, she’s right on top of it; she’s awesome to work with. I have two Canon iPF8000S printers that I got from LexJet as well and I love them. They’re super fast and you can’t beat the quality. Those are my babies; I can’t live without them.”

Cooler wraps at the point of saleThe “Siamese Twins,” as Woods calls them, help ensure fast turnaround times for Carolina Premium Beverage’s accounts, which is another way in which the distributor beats its competitors to the punch at the point of sale. Woods, who runs the art department by herself, also has an OKI laser printer for cooler tags, table tents and other small format point of sale.

“Our goal was to surpass the main competitor in our market, and we’ve largely succeeded. Part of that success is the fact that we can get our point of sale out the door much quicker,” says Woods. Ultimately, it is possible, and necessary, to provide quantity and quality point of sale graphics in order to build market share.

She estimates that the art department produces about 3,600 banners and posters a year, not counting special events and venues, like the Carolina Panthers’ football stadium and the Bobcats’ basketball arena.

Point of sale design and printingWoods says her “go-to” print material is LexJet TOUGHcoat Water-Resistant Polypropylene, which she uses for both indoor and outdoor point-of-sale projects. She also uses LexJet 11 Mil Valeron Banner for outdoor projects that need extra durability, and Photo Tex adhesive fabric for cooler wraps and special events, such as a recent Sugarland concert at the Verizon Wireless Amphitheater in Charlotte.

Special event and promotional bannersCarolina Premium Beverage was created in 2010 through the merger of three companies: Rudisill Enterprises of Gastonia, N.C., Cunningham Wholesale Company of Charlotte, and the Charlotte-based division of Caffey Distributing.

Each company has a long history in the beer distribution business. The owners of each company believed that by merging their businesses into one they could bring the best portfolio of beers to consumers in the Charlotte market area, says Woods. “It is our goal to be the leading beer supplier to retail customers serving consumers in the Charlotte area,” she adds.